Lifestyle

Music

Tech

Independent Marketing Consultant

Freelance & Contract

I am currently the Vice President of Acquisition Marketing for Vistage Worldwide, the world's largest (for-profit) CEO membership organization, serving more than 21,000 business owners and executive leaders around the world. In this role, I am responsible for overseeing marketing lead generation, regional support, digital, marketing automation campaigns and overall acquisition strategy.

Prior to joining Vistage, I spent 10 years in the restaurant industry including overseeing marketing for Garden Fresh Restaurant Corp.

I have also provided strategic marketing consultation services to a variety of advertising agencies, and small to mid-sized restaurant and retail chains.

•	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


Vice President of Acquisition Marketing

•	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 


Vice President of Marketing

•	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


Director of Marketing

•	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.


Senior Divisional Marketing Manager

Find out detailed information about Mike Hammel, Independent Marketing Consultant in San Diego, CA

Mike Hammel: Independent Marketing Consultant in San Diego, CA

Mike Hammel

Santa Clara University