Sales Marketing

JULIE M. CHARVAT

Los Alamitos, CA *****

*************@*****.*** 949-***-****

DYNAMIC, RESULTS-DRIVEN MARKETING LEADER

Inspirational senior marketing executive with demonstrated success in brand stewardship, strategic

planning, leadership development, project management, problem-solving, decision making and team

building.

PROFESSIONAL EXPERIENCE

STARWOOD HOTELS & RESORTS, Stamford, CT 2014 – Present

Marketing Contractor

Direct marketing initiatives for Specialty Select Brands division (Aloft, Element and Four Points by

Sheraton).

Lead cross-functional team of HR, Operations, Sales & Marketing, Finance and Revenue

Management to orchestrate annual GM / DOSM boot camp, constructing each department’s

presentation and crafting divisional president’s seminar on innovation.

Define new hotel brand, Inovva, for use in proprietary GM / DOSM training simulation.

Develop digital communications used to introduce 2 new HR programs to franchise community.

REAL MEX RESTAURANTS, Cypress, CA 2012 – 2013

Vice President, Marketing

Championed development, execution and measurement of 9 comprehensive marketing plans for 126

restaurants generating $250MM+ sales. Restored each brand’s unique positioning, yielding profitable

sales. Oversaw team of 6, 3 agencies and $8.5MM budget.

Evolved communications and advertising strategies by introducing social and digital media, PR. LSM

and employee branding efforts while maximizing traditional.

Led development of 6 new websites and launched social media campaigns.

Designed and successfully tested highly profitable “Real Mex. Real Rewards.” loyalty program to

replace inherited coupon discount strategy, reducing promotional expenses by 4.5%.

Orchestrated 18 annual promotions entailing food and beverage, pricing, merchandising, training

and advertising. Garnered 12 – 20% mix, improved margins by 2.6 – 13.3%, reducing food costs

by 2 – 4% and achieving positive Return on Investment (ROIs).

Co-developed Mexican gastro-pub, revitalizing RMR portfolio, target millennials and double AUVs.

CLAIM JUMPER RESTAURANTS, Irvine, CA 2008 – 2011

Vice President, Marketing

Reversed negative sales and guest count trends for 46 unit chain generating $250MM revenue while

building field and brand marketing team of 14, successfully promoting 3 employees.

Led 3 pivotal research initiatives including Segmentation, Guest and Menu Satisfaction studies,

employing results in menu, advertising and communications strategies, resulting in 18% sales

swing.

JULIE M. CHARVAT PAGE TWO

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

CLAIM JUMPER RESTAURANTS (Continued)

Developed annual marketing plans to include 5 seasonal promotional campaigns and new social,

digital, LSM and loyalty programs. Garnered 10 – 15% mix and generated up to 6.5% increase in

guest counts.

Established menu strategy to optimize sales and profits, achieving desired product mix shifts and

financial goals. Introduced menu management process, reducing expenses by $475K.

Spearheaded beverage marketing, yielding 1.9% increase in liquor sales and 2.3% reduction in

pour costs.

Devised first loyalty program to communicate with and reward guests, capturing over 100K

members and $300K in sales within the first 3 months.

Incorporated social media strategies to maintain ongoing interaction and gain viral enthusiasm,

resulting in over 15K fans and followers within 3 months, and generating over $50K in revenue.

Introduced 6 bounce-back programs, garnering over $14MM in sales.

Oversaw 5 sports sponsorships including Angels, Dodgers, SDSU, CSULB & Wranglers, achieving

3:1 ROI.

Revamped Field Marketing program, resulting in sales increases for 2 years, 62% and 73%

respectively. Team of 10 produced over $3MM in sales annually with 40% flow-through while

cultivating over $100K in donations.

Designed seasonal take-out and gift card plans, surpassing sales goals with 31% and 20%

increases.

REAL MEX RESTAURANTS, Cypress, CA 2004 – 2008

Vice President, Marketing

Increased sales, guest counts and profitability for 9 Mexican concepts, generating over $500MM while

articulating distinct and compelling brand positions. Introduced annual plans that featured new product

introductions and LTOs supported by in-restaurant merchandising, direct mail, radio, traffic, on-line,

outdoor, events, PR and LSM, comprising a $14.5MM budget.

Championed voice of the guest vis-à-vis a new on-going Guest Satisfaction program, promotional

guest intercepts, A&U studies and Menu Satisfaction research initiatives.

Devised and led implementation of a coupon exit strategy for the Acapulco concept, increasing

profitability by $2.4MM while maintaining positive comp store sales over 20 months.

Assumed leadership of Chevys Fresh Mex (company and franchise) in 2005, positively impacting 4

year history of negative comp store sales and guest count decline.

Established high performance team of 12 by developing current employees, hiring and training 9

new candidates and promoting 5 successful individuals.

Constructed New Restaurant Opening plans for 3 concepts, surpassing sales goals by 15%+.

DARDEN RESTAURANTS, Orlando, FL 1999 – 2003

Marketing Manager, Bahama Breeze 2002 – 2003

Created and directed new marketing department and built communications strategies to optimize guest

motivation. Reporting to the President, participated on Executive Team charged with re-engineering

$120MM brand while entering new markets.

Championed menu engineering and redesign projects, increasing sales and driving preference

towards items with higher guest satisfaction, stronger margins, and lower COS%.

JULIE M. CHARVAT PAGE THREE

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

DARDEN RESTAURANTS (Continued)

Directed research, development, pricing, merchandising, LSM and PR to introduce new lunch day

part and launch new dinner menu, reversing negative sales declines in 6 core markets.

Designed New Restaurant Opening plans for 7 openings in 6 markets, surpassing sales targets.

Partnered with Strategic Research and IT, launching first internet-based Guest Satisfaction

program.

Associate Marketing Manager, Red Lobster 2000 – 2001

Developed and implemented national promotions that increased foot traffic, sales and profitability of

$3.2B brand.

Led new product development process for annual shrimp and crab promotions and guided

operations and consumer testing. Collaborated on development of TV, radio, print and LSM

advertising campaigns.

Launched one of the most successful promotions, Endless Shrimp, exceeding plan by 20%.

Assistant Marketing Manager, Red Lobster 1999 – 2000

Created and implemented regional field marketing programs that revitalized the brand.

Increased guest counts, add-on sales, check average and employee pride through Petty NASCAR,

Tampa Bay Buccaneers, Orlando Magic, South Eastern Conference and Reba McEntire sponsorships.

Designed regional mobile marketing program, serving fresh, innovative menu items to 500K

consumers, driving incremental traffic into hosting restaurants.

Formulated and executed 2 Hispanic marketing initiatives in 5 critical markets, increasing traffic by

10%.

Spearheaded national “Cops & Lobsters” philanthropic program, generating $1.4MM in donations

for Special Olympics and over $9MM media impressions.

ADDITIONAL RELATED EXPERIENCE

SEARS, ROEBUCK & COMPANY, Home Central division, Orlando, FL

Project Coordinator

CHERNOFF / SILVER & ASSOCIATES, Maitland, FL

Account Executive, Sears Home Central

EDUCATION

Master of Business Administration, Crummer Graduate School of Business,

Rollins College, Winter Park, FL

Bachelor of Arts, English Major, Stetson University, Deland, FL

Continuing Education, Professional World of Wine, Culinary Institute of America, Greystone, CA

Continuing Education, Culinary Immersion, Culinary Institute of America, Hyde Park, NY

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