LISA W. GRZESZCZAK

**** ****** **** ****** *****

Windermere, Florida 34786

abh3dp@r.postjobfree.com

407-***-**** home / 407-***-**** cell

BRAND MARKETING MANAGER

STATEGIC BRAND MANAGEMENT / INTEGRATED MARKETING / MEDIA STRATEGY

Strategic Brand Management Leader specializing in brand strategy, sales building, local

marketing and media innovation with over 11 years of brand marketing experience for a

casual dining industry leader.

Brand Equity Building Cross Functional Team Leader Agency Management

Strategic Sales Development Media Plan Strategy & Execution Brand Communications

Project & Process Management Integrated Marketing Innovation Hispanic Segmentation

PROFESSIONAL EXPERIENCE

DARDEN RESTAURANTS, Orlando, FL 1998 – Present

World's largest full-service restaurant company with over 1,800 restaurants and annual

sales of $7.1B. Portfolio includes Red Lobster, Olive Garden, LongHorn Steakhouse, The

Capital Grille, Bahama Breeze and Seasons 52.

Brand Marketing Manager, Olive Garden 2009

Responsible for developing and implementing gift card sales strategic programs that

account for $224MM in sales. Responsibilities include category management, developing

and managing business planning, merchandising, agency management and cross

functional financial, consumer insights and operational leadership excellence.

Strategic Sales Development

Successfully converted brand strategies into innovative action plans to achieve marketing

sales growth leveraging primary marketing segments: third party retail, in-restaurant, B2B,

digital and corporate sales.

Delivered 2009 Sales and Profit objectives behind new promotional marketing effort to

include merchandising/retail development, sales incentive programs, and innovation

delivering +7.7% sales growth in down economy with 75% Operators rated ‘excellent’ vs.

prior gift card marketing initiatives.

Integrated Brand Local Marketing Innovation

Responsible for creating and activating new local brand marketing strategies to build local

brand awareness for Operations implementation consisting of business build, community,

charity and media relations. Responsibilities include developing a web portal solution

including trade area analysis, solutions matrix to guide actionable local marketing

initiatives and shared best practices repository to showcase proven program success.

Gained alignment from CMO and COO to develop Darden enterprise web portal solution

to empower operations for all brands; resulting in $1.9MM cost efficiency.

Led successful GM Strategic Leadership team responsible for process development,

research and new program development to refresh brand local marketing.

Develop local marketing SWAT analyses to build reach in high potential new and

underperforming restaurants to achieve sustainable guest count growth.

Manage direct report call center responsible for program fulfillment (730+ restaurants).

DARDEN RESTAURANTS, INC., Orlando, FL

Brand Media Manager, Olive Garden (2003 – 2009)

Led development/management of $76.7M media plan and budget, successfully

maintaining industry-leading performance for $2.3B Olive Garden brand:

unprecedented category success achieving 52 quarters of same restaurant

sales growth.

Led partner agencies and cross functional teams to develop/execute

national, local and Hispanic marketing programs. Responsible for National & Local

planning and buying media strategy for 623+ United States and Canadian restaurant

operations.

Developed and executed Stage Gate process to accelerate and guide

National and Local media plan development and contingency planning to strengthen

business performance (TV, Branded Entertainment/Product Integration, Digital, Radio,

Print, OOH).

Converted brand strategies into innovative action plans to achieve

marketing growth opportunities and develops new strategies to leverage marketing

segments.

Collaborated with Consumer Insights, Culinary, Beverage, and Finance to

ensure the brand remains relevant to consumers and supports the brand promise.

Championed annual marketing mix analysis to optimize media and

promotion plan effectiveness necessary to improve ROI; proven successful media plans

that deliver strong ROI of +171%.

Developed and championed brand equity guidelines; oversight to ensure

messaging protects the intellectual properties of the brand and aligned with the overall

brand strategy.

Managed creative development and implementation of various marketing

communications.

Led cross-functional team to optimize annual media plans: ideation,

research, testing, implementation, brand stewardship and post analysis of executed of

plan.

Managed Olive Garden’s US, Canada, and Hispanic budgets and monthly

estimate with no reported overruns.

Monitored and analyzed key brand performance metrics reported for all

promotions (e.g. Guest Satisfaction, Brand Awareness/Persuasion).

Championed a collaborative centralized agency media planning/buying

process to create integrated plans to include digital and Hispanic reach resulting in YOY

sustainable growth.

Led the National launch of a holistic Hispanic Marketing program, resulting

in incremental 1.7% sales increases.

Field Marketing Manager, Olive Garden (1999 – 2003)

Successfully developed and activated customized divisional local marketing initiatives for 6

divisions (Spot TV, Radio, Outdoor, Direct Mail, Print, Media Relations, and Yellow Pages).

Provided coaching, feedback, and direction to Coordinator responsible for

on-time delivery and execution of Olive Garden’s local marketing strategy.

Managed agency partners and vendor relations responsible for fulfillment

of promotional activities (e.g. food shows, sponsorships, and sweepstakes).

Responsible for the launch of the first Olive Garden spot radio campaign

communicating new wine initiatives (creative development and legal approval clearance)

resulting in increased wine sales/preference and guest satisfaction scores.

QUALITY ASSURANCE INSTITUTE, Orlando, FL

Sales and Marketing Manager, CRM/Digital Marketing (1996 – 1999)

Developed business plans that integrated the marketing strategy, oversaw a successful

internet site that heightened brand awareness. Managed integrated marketing plans and

digital strategy to promote software testing trainings for the International division in Europe,

India, and Canada. Successfully published a national article in Quality Digest on total quality

management.

KFC SOUTH DIVISION, Orlando, FL

Associate Marketing Manager (1994 – 1996)

Implemented national marketing programs regionally impacting both franchise and company

restaurant operations for 120+ restaurants in Kentucky, Alabama, Tennessee and Arkansas.

Managed annual marketing budget of $6MM for the Southeast division.

FLORIDA COCA-COLA BOTTLING COMPANY, Orlando, FL

Retail Sales Manager (1993 – 1994)

Analyzed and developed sales-building promotional plans designed to gain market share

through retail sales with concentration of new beverage product line (bottled waters/flavored

teas) through specialized marketing programs sold into key account outlets.

ANSON-STONER, INC., Winter Park, FL

Assistant Account Executive (1991 – 1993)

Planned and executed strategic print and target-based direct mail programs for Pizza Hut

client in 11 markets. Accepted, on behalf of the agency, 1992 Pizza Hut Advertising Agency

of the Year.

CENTRAL FLORIDA YMCA, Orlando, FL

Director of Public Relations (1988 – 1991)

Developed the overall communications and public relations functions of 15 YMCA facilities

throughout six counties. Executed promotional programs, special events, community

newsletters, and staff/volunteer recruitment.

EDUCATION

University of Georgia, School of Journalism and Mass Communications

Bachelor of Arts, 1988; Major: Advertising; Outside Concentration: Business/Marketing

INTERESTS/OTHER EXPERIENCE

Recommended by senior management advisors and voted by membership to the

position of Treasurer, Darden Women’s Network (400+ Members)

Participant in Darden’s Embracing Leadership Excellence (ELE) at Rollins College

Chairperson, training, communication and admissions committees, The Junior

League of Greater Orlando

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