Michael Hernandez: Vice President of Marketing in La Habra, CA

(2 years 7 months +) - As Vice President of Marketing for Money Mailer, core responsibilities are to function as ultimate steward of our iconic legacy brand of 40 years, implement national and local strategies to support system of 150 franchisees in providing marketing solutions to their clients while delivering quality savings and offers and experiences to consumers. Lead experienced marketing professionals who support all facets of marketing, across three core business verticals: Consumer Marketing, Advertising Sales and Franchise Licensing. Responsible for identifying and executing viable go-to-market strategies on behalf of a national system of franchise owners by establishing brand's vision, providing clear direction and implementing annual marketing plans to provide franchisees and corporate sales teams with everything required to drive customer acquisition and ad sales in their respective trade areas. Developed and launched multiple digital website products including a franchise licensing website, a scratch-built e-commerce application (a first for Money Mailer), mobile coupon app and an ecosystem of localized franchise microsites. Had honor of leading a successful Money Mailer re-brand unveiled at the 5-star, annual franchise convention - a monumental moment positioning the brand for digital growth and resulted in the receipt of Money Mailer's highest honor, Team Member of the Year. Directed and or developed all video content including production, editing and delivery, across multiple channels. Lead company's demand generation organization to attract prospective franchisees to our opportunity, worked with broker organizations and other affiliates while establishing and optimizing successful inbound lead generation programs for corporate ad sales. Reduced marketing costs by 38% by streamlining marketing roles, leveraging communications materials, monitoring budgets, and developing new protocol.

Improved product marketing objectives by constructing communication initiatives and branding strategies to increase client outreach. Developed and implemented favorable pricing structures balancing company objectives against customer targets. Grew Affiliate accounts by 76% and Affiliate Revenue by 124% from 2015-2019 by leveraging diverse channel strategies and growth-focused initiatives. Increased qualified leads by 128% through development of targeted advertisements, the implementation of a persona-based, digital demand generation program and a refined direct response program.

Lead Money Mailer's Affiliate Team to provide local marketing solutions for national franchise brands. Established an Affiliate program delivering four core benefits to franchisors: Coordinated affiliate artwork distribution through a singular corporate point of contact, a fully-packaged direct mail program inclusive of print, email, online and mobile, ongoing national franchisor convention support and fast-start local marketing for newly-licensed owners who need to scale their business.

Overseeing and operating all components of a boutique, quick-service pizzeria concept centered around Guest customization and the use of premium, fresh ingredients. Duties include: local store marketing efforts, inventory/food-cost/labor management, P&L optimization, menu implementation, scheduling, training. Responsible for leading and developing a team of five Shi Managers as preparation for franchise expansion.

For independent restaurant organizations aiding in the strategic optimization of menu merchandising, pricing and other Marketing functions. Efforts included reviewing current marketing plans and recommending appropriate steps to both sustain current business while garnering new incremental sales and traffic.

Executed marketing for multiple full-service restaurant concepts. Developed and implemented a comprehensive local store marketing program (LSM) consisting of 50 participating restaurants from three major brands. Managed multiple budgets, developed and executed brand marketing plans and oversaw high-profile projects in a fast-paced, quick-turnaround work environment. Developed and implemented seasonal promotional campaigns (Four per year, per brand). Facilitated department metric analysis of campaigns (pre-post) to measure and understand impacts on sales and traffic. Fundamentally re-branded and revitalized age-old concepts. Maintained partnerships with outside agencies to develop media strategies and creative production of various media types: Radio broadcast, print (FSI/Direct Mail), digital online marketing (email club, web, social, etc.). Coordinated campaign photo shoot production through partnership with key R&D, Operations and Creative personnel. Formerly functioned as a General Manager and was offered a Regional Director position overseeing a multi-unit restaurant group.

Lead a multi-unit quick service restaurant team, generating 18-million in annual sales. Responsible for two high-volume restaurants and a team of four Assistant Managers, 12 Working Lead Supervisors and 200+ hourly Cast Members. Controlled and managed positive P&L performance metrics and regularly met Guest, Cast and Financial goals. Received multiple promotions beginning at hourly Host and ending as General Restaurant Manager. Completed five years of rigorous restaurant training and leadership development.