Sales Marketing

Scott A Fischer

**** ********* *** ****** ? Ft. Myers, FL 33908 ? 239-***-**** ?

************@*****.***

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Experienced marketer seeking opportunity to enhance brand profile, capture

& create long-term brand fans while generating incremental profitability

for a dynamic "client/guest-centric" organization.

SUMMARY OF QUALIFICATIONS - 18 years marketing/advertising experience with

expertise in:

Strategic Marketing Planning Franchise Relations/ Community Marketing

Communication

Leading Cross-Functional Agency/Client Partnerships Sales Analysis

Teams

Local Store Marketing Promotional Sports Direct Response Media

Marketing

New Concept/ Product Social/Digital Media Point of Sale &

Development Broadcast Development/

Production

PROFESSIONAL EXPERIENCE:

Strategic Resources, LLC - Florida/Georgia/Northeast

December, 2009 - Present

Full service advertising agency based in Florida serving clients in the

restaurant industry, automotive, real estate, and numerous private family

offices throughout the world with interests in renewable energy,

nonprofit/cause related programming, and various other ventures.

Director of Marketing/Managing Partner

Entered back into an agency partnership that had been dormant since March

of 2008 to help save a financially struggling Applebee's franchise based in

Florida. Part of a three-man team charged with completely changing the

strategic and tactical direction of the franchise, creating and

implementing a new marketing and advertising strategy, and reorganizing the

entire company with a focus on sales, people and profits. Worked closely

with the Applebee's leadership team to build a layered marketing plan with

traditional media such as TV, radio, outdoor and print to support the

national campaign as well as local marketing targeting areas of opportunity

based on day part mix/trends, regional and local opportunities, and

competitive activity.

Accomplishments:

. Implemented a successful results-oriented marketing strategy designed

to encourage trial usage of the brand, increase frequency of the

current guest base, and push check average resulting in a 7 point

increase in comp sales and a 9 point increase is guest counts in a 12

month period.

. Introduced a company-wide community based marketing program called

"Community Four Pillars" making local store marketing more "ops

friendly" including complete toolkit, online reporting and tracking,

and a local PR-based component to help share the news locally about

the difference the company was making in each community. Realized a

60% increase in LSM participation at the restaurant level within 30

days that included a much-needed boost in local engagement by the

management teams and staff.

. Developed a complete guest loyalty program called "The Apple Card",

with full CRM capabilities in the restaurant division with over 150k

active members segmented by multiple "member specific" attributes

boosting mid day sales by 32% and late night sales by 8%.

. Renegotiated all beverage vendor relationships (alcoholic) and

negotiated all annual financial support completely funding four

incentive contests in 2010.

. Took average restaurant BWL percentage from 13.2% to over 18% through

suggestive selling/upsell initiatives, enhanced happy hours, extensive

sports marketing programming, late night initiatives, and improved

staffing and alcohol training.

. Hired 2 full time marketing coordinators with extensive creative and

graphics experience to upgrade all restaurant level POP using brand

standards and guidelines with the intent of creating a clear, targeted

series of messages custom to each restaurant and their particular

opportunities such as late night, sports (college and/or pro),

neighborhood/community, etc.

. Improved flow of communication to and from the field regarding all

marketing activity as well as strengthened communication with

ownership regarding spending, ROI and asset allocation.

. Worked with each Director of Operations to set goals for each

restaurant based on their unique business situation and reported

results back to the leadership team and ownership on a monthly basis.

. Developed a robust mobile marketing program including SMS texting and

back end database management.

Ruby Tuesday, Inc. - Knoxville, TN

August, 2008 - December, 2009

Ruby Tuesday, Inc. operates over 900 casual dining restaurants both

domestically and in 46 countries worldwide.

Sr. Director, Brand Marketing and Innovation

Responsible for the creation, implementation and tracking of sales and

traffic driving programs for 900+ company and franchise locations

representing over $1.6 billion in system wide sales. Manage all regional

and local sales building initiatives through a 7 person sales and marketing

team as well as a 6 member catering/off premise sales team. Directly

responsible for finding new and innovative ways to drive top line sales,

increase frequency, and increase check average. Work hand in hand with

operations to allocate marketing resources in the most efficient and

effective manner possible.

Accomplishments:

. Completely redesigned the market by market media and promotion

strategy (LSM) resulting in an 8 point increase in comp sales and a 6

point increase in stock price in one year (FY08 vs. FY 09).

. Created and implemented a restaurant by restaurant "promotional

activity template" and developed a complete sales analysis team to

determine the impact of different marketing mediums and to uncover

inefficiencies and waste in the marketing mix.

. Further refined the use of marketing resources based on established

goals and objectives and rolled out a formal approval process that is

used to evaluate all spending for local, regional and national

spending resulting in higher effectiveness and maximum efficiency.

. Injected energy into a department that was frustrated by the economic

trends and developed measurable goals for the team and department.

. Reconfigured the flow of information to and from the field and

provided the operators with a forum to express their thoughts and

ideas based on their experience resulting in 4 nationwide campaign

designed exclusively from ideas from the field.

. Directly accountable for all B2B and Catering/Off Premise programming

with 2010 sales of over $50 million.

. Designed and implemented a fully functioning in house call center and

online ordering program for catering.

. Established new procedures to support and communicate with the

franchise community.

Strategic Resources, Inc. - Chicago, IL / Ft. Myers, FL

January, 2001 - August, 2008

Strategic Resources, Inc. is a privately owned full service advertising

agency specializing in the restaurant industry. With sales of over $14

million annually, this niche-based firm was focused on helping clients

enhance their marketing plan by completing trade area analysis, strategic

planning, local and regional and marketing, media planning and buying, and

agency development. Strategic Resources, Inc. was a rapidly growing agency

driven exclusively by referrals serving both nonprofit and for profit

clients.

Director of Marketing and New Business Development/Co-Owner

Held full operational, fiscal, strategic steering and client service

responsibilities for agency. Hired, trained and managed a team of account

executives and an industry recognized commercial photographer; sourced and

managed an extensive domestic and international talent list and a full

service media buying agency. Managed relationships with client executives

and served as the primary contact for all agency accounts.

Accomplishments:

. Secured business from some of the nations largest and most successful

brands including Wendy's (Grillco - Georgas Partners), Applebee's

(franchise), Chicago Title, Shell, and Ruby Tuesday.

. Helped clients find new and innovative ways to drive sales and guest

counts and served as support and guidance for several in house

marketing departments.

. Helped companies develop their community based marketing plans and

guided them through the maze of local and regional sales and marketing

opportunities.

. Established ROI benchmarks and helped develop and exoand ideas and

proposals from profit and nonprofit organizations.

. Solicited and directed additional services such as product

development/launch, market research, focus group and testing

development, product design/naming, creating sell sheets and marketing

materials, finding new sales channels, copy writing, development of

direct mail campaigns and social networking campaigns, convention and

trade show planning, etc.

. Served as a consultant for owners and operators who were unable (or

unwilling) to develop a local marketing plan on their own.

. Consulted with several franchise owners on the Applebee's and Wendy's

accounts on how to effectively use their required local marketing

funds.

Georgas Group, Inc. - New York, NY/West Palm Beach, FL

June, 1996 - January, 2001

National holding group with multiple divisions including real estate,

restaurant, and technology (consumer DSL). Franchisee of several top

restaurant brands including Applebee's, Wendy's and Cosi Restaurants with

additional smaller franchise chains across five states.

Director of Marketing

Directly responsible for all marketing activity for all restaurant

divisions. Lead a team of marketing managers and worked with division leads

to create and implement marketing plans based on each groups unique

objectives. Created strategic plans and budgets for each business segment

and reported progress back to executive committee.

Accomplishments:

. Reported to board of directors: full budgetary and short and long-term

marketing strategy development responsibility for 6 divisions.

. Managed annual budget of $5 million.

. Concurrently supported all business development initiatives, including

site and acquisition due diligence, social marketing, branding, public

relations, media planning and buying, etc.

. Oversaw all radio, TV, print, web, outdoor and POP advertising:

approved all creative to ensure proper usage, legal compliance and

brand integrity.

. Developed, implemented, tracked and evaluated all regional and local

marketing and advertising initiatives: full executive oversight for

developing all advertising campaigns.

AVADO Brands April,

1991 - June, 1996

AVADO Brands was the largest franchisee of Applebee's with almost 300

locations nationwide. Avado also owned several other brands such as Don

Pablo's, McCormick and Schmick, Canyon Caf , Hops, and others and was one

of the fastest growing companies in the country.

Marketing Manager

Served as a member of the brand development team creating, testing and

implementing campaigns for multiple concepts. Served as project manager on

7 national campaigns and learned from the ground up how to create programs

with all elements including media, POP, rollout guides, tracking and

fulfillment, etc. as well as post campaign analysis and presentation of

results to senior leadership. m

Accomplishments:

. Managed multiple projects simultaneously across different brands.

. Established relationships with operators and learned to interpret

different needs throughout the marketplace.

. Handled local store marketing projects and shared best demonstrated

practices throughout system.

. Menu management and POP production/fulfillment including 14 different

menu versions in 19 DMA's nationwide.

EDUCATION:

GEORGIA STATE UNIVERSITY, Atlanta, Georgia

Bachelor of Arts, Business Administration (Conferred, 1992)

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