M elissa J Cook B UILDING BRANDS THROUGH LEADERSHIP, VISION,

STRATEGY & EXECUTION

*** **** ****** ******** ** 02180 781-***-**** acqu58@r.postjobfree.com

Senior Level Ma rketing P rofessional w hose distinguished career path reflects continual advancement, a

depth of valuable and diversified leadership experience and consistent achievements in driving innovative, cost-

effective marketing strategies, programs and initiatives that produce results. Proven strengths in all aspects of the

marketing process, establishing solid marketing plans & calendars that deliver results on time and on budget.

O rganized planner with exceptional capabilities in identifying innovative solutions to business challenges, with

exceptional capabilities in managing multiple tasks. Cool under pressure and willing to do what it takes to get the job

done. Effective communicator, negotiator and decision maker. Trustworthy, highly respected, and interface positively

w ith professionals at all levels.

I nc reased brand awareness by 35% and drove average unit sales from $632,000 to $1,285,000 a t

I n te rnational Dai ry Queen by successfully leading and directing all aspects of brand re-vitalization,

development and strategy for new concept by spearheading creation and implementation of highly targeted and

effective new restaurant marketing campaigns & on-line marketing toolkit.

D rove growth of new Dai ry Queen concept from inception to 300+ restau rants w ithin 7 years

t hrough the development of a complex funding formula to support integrated marketing plans. Plans included

i ntegration within the master DQ b rand, DMA marketing plans and development of a targeted t rade area

marketing pooled fund budget and plan

Achieved $500,000 in new business wi thin one year at Daniels P rint Communications by leading

t he development of strategic marketing plans for a new B2B print & marketing software solutions (SaaS) for

corporate marketing departments.

Certified inbound marketer w ith in-depth knowledge of marketing automation tools i ncluding

SEO, e-mail marketing, call-to-actions, landing pages, blogging and content marketing.

Strengths and Competencies that Drive Business Successes

Driving Customized Solutions and Strategies for

Business Transformation, Marketing Penetration and Growth

T H E GREE N HO U N D, Boston MA

A new pet product launch site and an online retailer of unique premium pet products.

Ma rketing Consultant 2014-present

Wrote and developed business plan for new online product launch site and retailer of premium pet products.

Conducted market research for concept launch including market share, competitors, pricing, demographics

and market t rends.

Identified and refined target market and sales strategy for new concept launch.

Created brand strategy, logo design, t rademarks, brand positioning and all social assets to position concept

l aunch for success.

Positioned start-up concept for admittance into the 2015 MassChallenge global startup competition and

accelerator program.

MARKE T I NG STRATEG IST, FREE LANCE CONSULTANT

2005-present

Identified, created and led the development of awareness driving integrated marketing campaigns for nonprofit

organizations related to animal welfare.

The Greyhound P roject, Boston MA - Developed and launched the first PSA campaign, a series of 6

television PSAs. Given a $20K budget creatively leveraged pro bono partnerships saving $18,000 which was

t hen reallocated to other growth initiatives. Launched social media campaign including Facebook, Twitter

and Pinterest reaching 85,000 people with a page fan base of 2,300. Executed targeted Adwords campaign which

outperformed google analytics average click through rates by 10%.

Nulo Pet Foods, Boston MA - I ncreased brand awareness and store sales by 25% through execution of

consumer promotions, new product introductions and pet nutrition training.

Greyhound Adventures & Networking Group of Greater Boston Founded 501c3 nonprofit organization

0f 300+ members to support the needs of greyhound adopters & adoption groups while building awareness for the

g reyhound breed.

I n tegrative Health Pet Expo, Boston MA Developed successful marketing campaign for the first

I ntegrative Health Pet Expo leading to event of attendance of 1500+ people and 150+ vendors.

P resident/Board Member, T he Greyhound Project, Inc., Framingham, MA

2007-present

P resident/Co-Founder /Board Member, G reyhound Adventures of Greater Boston Inc, Boston, MA

2005present

Brand Ambassador/Pet Nut r ition Specialist, N ulo Pet Foods, TX 2014-

present

Ma rketing Consultant, Center for Integrative Health Pet Care, Hopkinton, MA

2009

DAN IELS PR I N T COM M UN ICAT IONS, Boston MA

A leading provider of print and marketing web-2-print solutions servicing greater Boston, MA.

D I R EC TOR OF MARKET I NG

2013-2014

Developed, led and executed re-branding initiative to reposition t raditional commercial print as a software as a

service (SaaS) provider of printing and marketing solutions for marketing departments of small to midsized

companies.

Led development of new B2B software solutions for marketing departments achieving $500,000 in new

business.

Created and executed target marketing automation programs leading to sales of $45,000 from 90 lapse

customers.

A U BON PAIN, Boston MA

Named one of the top Movers & Shakers by Fast Casual magazine in 2011, Au Bon Pain is a 300+ unit restaurant

chain with annualized sales of $250M.

D I R EC TOR OF MARKET I NG

2011-2013

Developed, lead, executed and evaluated the strategic marketing initiatives for the brand through the use of consumer

and brand research and analytics to achieve and exceed targeted sales goals.

Developed strong social media campaigns leading to a 60% increase in eClub memberships while maintaining a

deliverable rate of over 99% and average open rates of 25% (3% above industry standard)

Led communication strategy, creative development and print production initiatives to support new sandwich menu

l aunch leading to 12% increase in overall sandwich category sales.

I N TERNAT IONAL DA IRY QUEEN, M inneapolis MN

2001 2009

A Berkshire Hathaway Company and the 10th l argest restaurant chain in the world operating 5000+ restaurants in 25

countries with $2.5B in annual sales.

D I R EC TOR OF BRAND CONCEPT MARKET I NG

2007-2009

Define brand strategy and develop, execute, and manage comprehensive marketing plans encompassing integrated

marketing initiatives designed to penetrate and grow targeted sales objectives for the food side of the business. Played

i ntegral role in new product development initiatives.

Led cross functional team (Director of Product Marketing, Product Marketing Managers, Field Marketing

M anagers, Concept Support Services Team, Field Operations Team and a Senior Brand/Concept Marketing

M anager) in the evolution of the brand/concept.

Developed and implemented a Brand Standards Guide for the DQ system.

Directed successful launch of a new iron grilled sandwich product leading to 5% of food sales and a 2.5% of total

sales.

Led execution of research programs that led to an innovative strategic development and execution of a new value

menu platform currently accounting for a 4% increase in food sales and growing.

D I R EC TOR OF DQ GR I L L & CH I L L MARKE T I NG

2003-2007

Successfully led and directed all aspects of brand re-vitalization, development and strategy for new concept

accounting for $165 million of $2.5 billion annual company sales. Increased brand awareness by 35% and drove

average unit sales from $632,000 to $1,285,000 for new DQ concept by spearheading creation and implementation

of highly targeted and effective new restaurant marketing campaign & on-line toolkit.

Built, led and directed Franchisee Advisory Marketing Team gaining franchisee confidence for future concept

and brand development.

Developed and directed a complex funding formula and marketing plans to support the growth of the concept

f rom inception to 300+ restaurants within 7 years. Plans included integration within the master DQ b rand, DMA

marketing plans and development of a targeted t rade area marketing pooled fund budget and plan.

Managed 2-person marketing manager team and dotted line responsibilities for field marketing team of 11

D I R EC TOR OF DEVE LOP ME N T MARKET I NG

2001-2003

Developed a targeted franchisee restaurant sales marketing program that increased franchisee unit sales by

50% within one year. Managed a budget of $272,000 which included targeted mailings, trade show booth

development, sales team support materials, website development and all associated collateral.

BRUEGGERS BAGELS, Boston MA

A market leader in defining the fast casual restaurant segment, Brueggers Bagels operates 300+ bakeries in 26 states.

SEN IOR D I R ECTOR OF NAT IO NAL PRO MOT IO NS

1997-2001

Developed and managed a wide range of marketing programs, including product tests and introductions, partner cross

p romotions, targeted advertising campaigns and consumer target segmentation development.

Drove coffee sales and customer counts by 3.5% in 10 weeks through the int roduction of newly branded Coffee

P rogram. Program development included executing test cells with outside vendors such as Proctor & Gamble,

G reen Mountain Roasters and independent suppliers. Program development included all in-store collateral,

packaging, t raining material and advertising tactics.

Successfully initiated and executed partner marketing programs with CPG partner vendors (Nantucket

Nectars, Coca-Cola, Proctor & Gamble, and Frito-Lay).

Functioned as a corporate consultant on the development and implementation of regional marketing and media

p lans for 303 franchised bakeries in 22 markets with annual combined sales of $200 million. Development included

creating and executing a turn-key Local Store Marketing t raining program.

D I R EC TOR OF MARKET I NG

1995-1997

Defined, analyzed and evaluated product marketing collateral, packaging, direct marketing programs. Tracked,

p rojected, and evaluated advertising and circulation-based marketing programs.

Averaged $.10 increase in check average through the development and implementation of an In-Store

Merchandising Program.

Developed niche marketing programs that target different demographic segments, such as one for children that

created family-friendly bakeries by addressing the needs of the young consumer. Developed creative strategy for

menu strategy, in-store design elements and packaging.

Established first Deejay Endorsement Program that reversed sales decline and achieved 16% sales increase.

D ISTR ICT MANAGER 1994-

1995

TRA I N I NG COORD I NATOR

1993-1994

OPERAT IONS CONSULTANT 1992-1993

GENERAL MANAGER 1990-1992

Education & Professional Development

Bachelor of Science Degree, U niversity of Vermont Burlington, VT

H a rvard University Extension School Cambridge, MA - G raduate level courses completed: Marketing Management,

Advertising & Promotions, Writing for Public Relations, Strategic Marketing and Marketing of Services

P rofessional Development NRA Marketing Executives Group, Kids Restaurant Marketing Conference,

Foodservice Marketing War College, Franchise Sales & Marketing Conference, St. Thomas University,

CeM P rofessional Certificate from E-M a rketing Association (E MA).

H ubspot I nbound Ma rketing Certified

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