Mike Hammel: Independent Marketing Consultant in San Diego, CA

• Assists brands with the development of customized marketing strategies with a focus on integrated campaigns designed to maximize budgets • Consults marketing agencies on new business development, primarily in the restaurant/retail space • Conducts SWOT analysis profiles for existing marketing departments and assists in identifying potential opportunities for process improvements and team member development

• Partnering with our internal sales team, oversee Member acquisition metrics, with accountability for strategic planning, execution and analysis • Responsible for conception of, testing and scaling new online and offline demand generation marketing strategies and campaigns that resulted in more than doubling the number of qualified leads at a 30% reduction in costs • Develop the client path by leveraging persona insights and target demographic data to drive lead generation and nurture campaigns which increased conversion % and overall membership joins • Interface with constituents, including project management and marketing agency, to deliver consumer driven marketing campaigns Lead cross-functional teams to conceive, test, develop, socialize and launch new member generating programs

• Created better alignment of organization’s internal and external resources in order to achieve annual sales goals of $300M+ • Developed all aspects of company’s go-to-market strategy including advertising, PR, digital/social media, WOM/Influencer Marketing, local marketing, media planning/buying, analytics, pricing, guest satisfaction and more • Redefined the use and relationships between emerging media, customer analytics and consumer engagement in order to re-engineer pricing/discount relationships resulting in reducing discounts by over $20M annually and dramatically higher price points • Led development of 15 person marketing team, agency relationships and management of $9M budget

• Organizational responsibilities included successful development of strategies to effectively counter sales shortfalls due to recessionary pressures • Reduced dependency on print coupons through effective creation of national marketing plans and the utilization of consumer focused in-restaurant engagement • Analyzed market trends in order to develop strategic plans that increased awareness and profitability of current restaurants, new restaurants and catering sales. • Built industry recognized loyalty club program which provided new channel for sales driving communication efforts

• Head of Divisional Marketing Program responsible for developing and executing all three geographic fieldmarketing programs. • Developed local tactics, sales objectives and profit objectives that increased sales for 30 East Coast restaurants with total annual sales of $70+ million dollars. • Analyzed market trends in order to develop advertising and promotion plans that maximize the effectiveness of divisional expenditures in addressing market opportunities, including demographically targeted marketing plans.