Marketing Manager

CRYSTAL BARNHART

***** *. **** ****** *******, KS 66203

913-***-**** *******.********@*****.***

http://www.linkedin.com/in/crystalbarnhart

Field Marketing Manager Retail Unit Marketing Advertising Management

Talented and accomplished marketing manager with an extensive history of implementing effective strategic marketing

plans in highly competitive industries. Passionate about driving business growth through traditional and non-traditional

mediums. Seasoned in executing marketing strategy, special events, media planning, direct mail initiatives,

implementation of national brand strategy at the local level, media negotiations, local sponsorships and promotions, and

proactive creative solutions. Experienced in consulting and influencing franchisees.

AREAS OF EXPERTISE

Strategic Development Go-to-Market Planning and Execution Marketing Analysis Multi-Channel Retail Marketing

Project Team Leadership Market Development Effective Communications and Presentations Social Media Savvy

Traffic-Driving Strategies Authorized Dealer and Franchisee Partnerships Innovation Competitive Intelligence

Agency Relationship Management Vendor Selection and Negotiations Integrated Marketing Campaigns Brand

Management Business Analysis Budget Management Billing/Cost Control

PROFESSIONAL EXPERIENCE

Field Marketing Manager, Sonic Drive-In Account

SULLIVAN HIGDON & SINK, Kansas City, Missouri February 2013-Present

Responsibilities:

• Collaborate with Sonic Regional Marketing Directors to identify upcoming opportunities with priority markets and/or

franchisees within a designated territory designed to drive profitable sales and traffic.

• Develop, customize and execute local store marketing plans including new store openings, down-store plans,

competitive intrusion, and local sponsorships.

• Led development and activation of vertically integrated local programs to support the national plan. Ensure projects

are complete, on time and within budget.

• Fully leverage the creative and intellectual capacity of Sullivan Higdon & Sink on behalf of Sonic Drive-Ins.

• Worked with Sonic Regional Marketing Directors and other agency partners to develop and coordinate logistics of

monthly FSI and shared mail coupon programs.

Accomplishments:

• Led initiative spanning 366 stores and eight franchise co-ops to increase usage of Sonic’s burger category by

appealing to consumers with regional flavors. Partnered with ten colleges to introduce a new edible bun logo concept

that garnered national PR from USA Today and ESPN. Regional burger sales were incremental and did not

cannibalize regular burger sales with a final ROI of 188%.

• Managed the out-of-home campaign and rolled out two new artwork concepts resulting in an increase in

franchisee use by 32%.

• Spearheaded the development of marketing playbooks tailored for market type. Recommended and implemented

a new distribution method to increase usage among franchisees.

• Successfully thwarted the efforts of a new Dairy Queen in Moore, OK through solo mail, digital geo-fencing,

customer appreciation day, and flawless operations. The two Moore Sonic locations maintained market share and

were up 2.8% year over year three months after the DQ opening.

• Designed customized new store opening and down-store marketing plans.

CRYSTAL BARNHART

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Marketing Contractor

eRECYCLINGCORPS, Overland Park, Kansas September 2012-December 2012

eRecyclingCorps (eRC) is the world’s leading provider of wireless device trade-in solutions operating in ten countries

worldwide. eRC partners with global wireless carriers (Sprint, Verizon, AT&T, Telus, Orange) to provide instant, in-store

trade-in credit. eRC renews devices to OEM certification standards and sells them to consumers in developing countries

at an affordable price.

Responsibilities:

• Contracted for rollout of Verizon B2B Corporate Trade-In Program pilot. Partnered with eRC and Verizon teams to

develop Verizon-branded support materials, which included brochures, collateral, trade-show materials, and

promotional videos.

• Responsible for development of marketing initiatives to support the Verizon, AT&T and Sprint teams including sales

materials, carrier conference planning, and promotional items.

• Key liaison between internal carrier support teams and marketing department.

Senior Manager, Field Marketing

T-MOBILE, Overland Park, Kansas April 2011 – July 2012

Responsibilities:

• Organized, coordinated and executed go-to-market strategies to deliver new customers to T-Mobile by driving

customer traffic into retail store locations.

• Collaborated with Regional Vice President and cross-functional partners (franchisees, handset vendors, corporate

marketing) to develop strategic plans that drive new customer acquisition and tenured customer retention.

• Communicated and presented new initiatives to a variety of audiences including sales, franchisees, manufacturer

partners, store associates and regional staff.

• Managed marketing priorities and balanced the national message with the localized strategy while driving business

growth and staying within budget.

• Managed one full-time marketing specialist.

Accomplishments:

• Planned and directed local marketing programs to drive consumer traffic into all retail locations, increase sales within

all retail channels, and improve local brand awareness, consideration, and choice metrics.

• Created regional media campaigns featuring outdoor, radio, print, digital, and direct mail advertising. Key campaigns

increased sales revenues by over 20%.

• Initiated, negotiated, and led marketing sponsorships and partnerships with professional sports teams, signature local

events, and mobile phone original manufacturers (OEMs) to generate consumer demand for T-Mobile wireless plans

and products in order to maximize new customer acquisitions and existing customer retention. The Great Plains

Region was one of three regions to have positive net customer adds in Q1 2012 (23 regions total).

• Partnered with business-to-business sales team to develop custom creative materials and orchestrate B2B events to

generate new sales leads, increase consideration of the T-Mobile brand, and maximize service activations.

Orchestrated a B2B Technology Expo resulting in 165% ROI.

• Advisor of the Great Plains regional leadership team communicating trends across the competitive landscape.

• Communicated and consulted with partners and dealers to ensure marketing plans and messages were in sync and

effective.

CRYSTAL BARNHART

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Regional/Franchise Marketing Manager

H&R BLOCK, Kansas City, Missouri August 2004 – April 2011

Responsibilities:

• Developed, implemented and managed local marketing plans and programs for the Midwest Territory accounting for

1700 company-owned and franchised tax offices in nine states (KS, OK, NE, ND, SD, CO, MO, TX, WY).

• Responsible for regional marketing strategy development as well as the execution of local marketing programs

including: local events and promotions, radio, print, street teams, direct mail, and flyer distribution.

• Managed local marketing activities for both company-owned and franchised tax offices.

• Led cross-functional teams with partners in National Marketing, Franchise Operations, Small Business Resources, and

H&R Block Bank.

• Worked within a matrixed organization and facilitated communication between corporate marketing, field leadership,

operations and tax offices.

Accomplishments:

• Led a seasonal team of nine marketing coordinators located in key markets within the region. Conducted market

selection, candidate interviews, training, and provided management and direction on a daily basis for. Districts with

marketing coordinator support outperformed those without by 3% in all clients served and 7% in new clients.

• Executed local strategies in conjunction with the national advertising and messaging plan while maintaining brand

integrity. H&R Block’s unaided brand awareness was 98%.

• Accountable for a regional marketing budget of $2.5 million annually.

Marketing Specialist, Bankcards

COMMERCE BANK, Kansas City, Missouri November 2000 – August 2004

• Prepared and implemented marketing campaigns designed to increase the profitability of the credit card portfolio by

new customer acquisition or retention of existing base. Campaigns consisted primarily of direct mail but also

included outbound telemarketing, email, customer surveys and statement stuffers.

PRIOR RELEVANT EXPERIENCE

Manager, Marketing Services NKH&W, Inc. 1999 - 2000

Account Executive AERIAL COMMUNICATIONS 1999

Account Executive ENTERCOM RADIO 1998 - 1999

Marketing Assistant BUSHNELL SPORTS OPTICS 1996 - 1998

EDUCATION

Bachelor of Business Administration, Marketing Major, Pittsburg State University, Pittsburg, Kansas

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