QUICK SERVICE RESTAURANTS
Marketing Strategy
As a key leader in Division Marketing Association ad buys, I balance traditional media - out-of-home, digital, radio, television, and direct mail - with experiential and event marketing tactics to create high-impact, localized campaigns. By blending proven channels with creative, on-the-ground activations, I drive traffic, build brand buzz, and deliver measurable results.
Out-of-Home
Michigan | Brand Awareness & Directional Campaign
Led end-to-end development and execution of four Wendy's billboard campaigns across a 48-unit Michigan market, driving consistent AUV growth (+3.8%–5.6% YoY). Owned concepting, creative development, and implementation, delivering measurable lifts across multiple quarters.
Florida | Directional & Digital Dayparting Campaign
Executed targeted billboard strategies across Wendy Florida markets, driving strong six-month performance. In Tallahassee (9 units), delivered +7.8% YTD sales and +14.3% transaction growth. In Jacksonville (34 units), generated +6.6% YTD sales and +7.6% transaction lifts.
Radio
Michigan | Dayparting, Traffic-Driving
& Endorsements Campaign
Led multi-channel radio campaigns across a 48-unit Michigan market, driving sustained AUV growth (+3.8%–9.2% YoY) and consistent quarterly gains (Q3 ’13: +9.2%, Q4 ’14: +5.5%, Q3 ’15: +3.8%).
Oklahoma | Promotional Traffic-Driving Campaign
Executed a 4-week radio campaign promoting the
“Tailgate Bundle” in Oklahoma City (22 units), generating
$56K in incremental sales.
Local Television
Drove visibility through strategic local TV placements within news programming, including traffic and weather sponsorships, alongside traditional DMA buys. Leveraged these efforts to build brand awareness and amplify dozens of philanthropic initiatives, securing primarily earned media. Completed 12+ live on-air segments to further extend reach, credibility, and community engagement.
Direct Mail & Print
Michigan | Competitive Intrusion Campaign
Deployed a targeted direct mail campaign for a targeted Wendy's location to counter Chick-fil-A market entry, driving +40% sales and +27% transaction growth during the redemption period.
Michigan | Traffic Driving Campaign
Led regional DMA strategy to supplement Wendy’s national calendar with incremental couponing, driving consistent AUV lift across Michigan. From 2012–2018, coupon redemption periods delivered an average +3% AUV increase, peaking at +11% in 2015.
