Marketing Social Media

D E A N N A H E I N S

• **+ years of marketing and advertising experience, client and agency side, with global restaurant chains, retail and financial services companies

• Marketing leadership roles with emerging brands listed as “fastest growing franchised brands”

• Product Management experience with a major packaged goods company with over 250% growth annually

• VP/Director for financial services company with 1,800 branches and online lending

• Branding/Rebranding • Market Planning • Traditional/Digital/Social Media

• Experiential • Merchandising • Product Management

• Public Relations • Sales Promotion • Marketing Asset Development CONSULTING FREELANCE, 2018 to present

Various Companies, Abingdon, MD

• Freelance consulting including market planning, sales promotions, grass roots marketing initiatives, public relations, and community engagement for retail, QSR and start-up companies VICE PRESIDENT/DIRECTOR OF MARKETING, 2013-2018

OneMain/Springleaf Financial, Wilmington, DE

Planned and executed marketing and media programs for a financial services company with 1,800+ branches. This includes the rebranding and merger of Springleaf and OneMain Financial.

• Market Planning/Rebranding: Developed 360 marketing plans for local branches to include direct response mail, digital, email, OOH, cable and local marketing sponsorships. Executed local grand opening and remodel marketing campaigns. Rebranded branches, collateral, customer/branch communication and planned events for the merger of Springleaf and OneMain.

• Merchandising: Managed development of all branch collateral and merchandising material. Developed branch planogram program to maintain consistent brand standards.

• Experiential: Planned and supervised over 400 national and local event sponsorships annually. Integrated digital and social media, public relations and local advertising to promote participation.

• Consumer Promotions: Planned and executed system-wide Customer Appreciation events and product specific programs and integrated social, digital, direct mail and local marketing to promote

• Community Engagement: Created and executed a national community engagement program which extended to local branch community initiatives

• Management: Managed team of four to five, advertising/digital/experiential agencies and vendors Notable Accomplishments

• Increased brand awareness and loan volume 20% with event-based lead-generating initiatives

• Planned and executed OneMain on Main, a national community-engagement program, partnered with Main Street America, to renovate local community downtown areas

• Increased loan volume by 25% for Customer Appreciation events through sales programs

• Boosted social media following 200%+ by promoting events, sponsorships and promotions

• Created partnership with Big Brothers/Big Sisters with sponsorship of Indiana State Fair resulting in the largest gathering on record for the organization

• Secured exclusive sponsorship of Chicago St Patrick’s Day River Dyeing and developed event plans including activation areas, street teams, parade float (winning 1st prize), social media programs, radio promotions, and collateral material. Event increased brand awareness by 18%. SUMMARY

SKILLS

WORK

Abingdon, MD 21009 443-***-**** ************@*******.*** MARKETING MANAGER, 2008-2013

Friendly’s Restaurants, LLC, Wilbraham, MA

Developed DMA based marketing, media and PR campaigns for a 425+ iconic franchised restaurant chain in 35+DMAs.

• DMA Planning: Managed ad co-ops, budgets, and marketing plans for 25 franchised DMAs

• Direct Response: Planned, managed and evaluated ROI of a $3M direct response budget

• Marketing Asset Management: Developed and managed online marketing asset program for the execution of local marketing initiatives. The assets included BTB, fundraising programs, daypart drivers, brand building, direct response, frequency and loyalty programs.

• Local Store Marketing: Developed LSM initiatives and promotions specific to franchisee’s needs for new location openings, re-models, anniversaries, events, and sponsorships Notable Accomplishments

• Fostered positive franchisee relationships through results- oriented marketing programs, fast and efficient communication, and by providing marketing solutions for franchisee’s business needs

• Developed 200+ local marketing initiatives and training materials for online marketing website

• Increased sales YOY 14% to 35% with direct response initiatives DIRECTOR OF MARKETING, 2005-2007

Edible Arrangements Int., Wallingford, CT

Developed and executed marketing and media plans for national and DMA based campaigns for a rapidly growing franchised company with over 1,000 locations.

• Marketing Plans/New Locations: Developed marketing/media plans for all new locations, provided marketing training for new franchisees, and developed tools and resources for grand openings

• Incepted Advertising Co-ops: Developed co-op bylaws and legal processes for forming advertising co-ops in respective markets. Planned and organized co-ops in markets which were beneficial to franchisees.

• DMA/National Marketing plans: Planned national cable and all DMA co-op marketing plans

• Sales Promotion: Integrated local community level marketing initiatives to align with brand focus

• Public Relations: Developed PR programs to align with new product introductions, current trends and events, and sales initiatives. Deployed press releases for new openings and brand news. Notable Accomplishments

• Formed eight initial Co-op markets and managed DMA plans/budgets. Sales increased 18% incrementally on average vs. system

• Developed print marketing campaigns increasing brand awareness over 20% and orders by 12%

• Developed over 150 new location marketing and PR plans DIRECTOR OF MARKETING, 2002-2003

Maggie Moo’s Int., Columbia, MD

Head of marketing, brand strategy, public relations, merchandising, product development, for one of the fastest growing franchised companies with 350+ ice cream retail locations.

• Brand Strategy: Managed brand strategy, annual plans, interior and exterior location design, franchisee development and training. Also planned franchisee recruitment campaigns.

• Store Design/Merchandising: Lead the redesign of new store footprint, menu board, and POS materials

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• Public Relations: Planned and developed PR strategies for new store openings and system wide- initiatives to secured press coverage

• New Product Development: Developed new flavor profiles, LTO items, new products and branded merchandise material for retail

• New Store Openings: Planned and executed marketing and PR plans for all new locations

• Marketing Asset Development: Managed development of all marketing assets including website, LSM tools, print ads, in-store signing, public relations materials, and training materials

• Sales Promotion: Developed retail sales programs to build awareness and increase transactions for new product introductions and promote brand initiatives Notable Accomplishments

• Developed system wide store tour program, “Moo U,” and cake decorating classes which provided ice cream education to groups and initiated press coverage

• Authored grand opening manual, LSM manual and other training manuals for brand compliance

• Lead new product innovation including caffeinated drink “Cowpucchino”, “Peeps” flavored ice cream for holiday and pre-packed items

ACCOUNT SUPERVISOR/PAPA JOHN’S PIZZA, 1998-2001

Goldberg.Marchesano Partners, Washington, D.C.

Managed the account team for the largest field marketing advertising agency servicing the Papa John’s System. Managed DMAs with budgets exceeding $18M

• DMA Planning/Co-op Management: Supervised and Managed 15 DMAs throughout the NE and Carolinas

• Sports Marketing: Developed sports marketing program in respective DMAs with NFL, MBA, NHL and Collegiate teams

• Public Relations: Planned and implemented PR programs within local communities to include Buddy Check Nine (BCA), Susan B. Komen, Jimmy V, and etc. Deployed press releases.

• Sales Promotion: Developed cross promotions with DC Lottery, Coca-Cola (NASCAR) and other organizations

• Management: Managed account team of four

Notable Accomplishments

• Initiated sports marketing contracts with the Redskins. Planned and executed 360 marketing programs and traffic driving tactics with the Washington Wizards and Capitals.

• Leveraged opportunities to co-market with Coca-Cola and increased soft drink sales, 20% YOY, the highest in the Papa John’s system

• Developed interactive press kit that secured media coverage for 100% of new locations

• Implemented media value-added standards to leverage over 35% more bonus weight and promotions

PRODUCT MANAGER, 1992-1998

General Cigar Company, Bloomfield, CT

Managed DJeep Disposable Lighters for the largest US cigar manufacturer in the US with explosive growth. Managed all aspects and profitability of the product from manufacturing to consumer.

• Marketing and Promotion: Planned annual calendar, promotion, trade shows and new products

• Product Development: Managed development of new child resistant lighter and testing process. Released 6 to 8 new Novelty Line series annually

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• Distribution: Managed distribution strategies for C-Store, retail chain, distributors (candy/tobacco, gift/novelty), advertising specialty market and cigarette manufacturers for on-pack promotions

• Packaging: Supervised all packaging design and required testing for HazMat

• Trade Show: Planned, organized and marketed participation in annual trade shows

• Licensing: Executed licensing agreements with major beer manufacturers, Harley Davidson, Marilyn Monroe, and more. Includes development of packaging and merchandising material. Notable Accomplishments

• Negotiated initial distribution into Walmart and K-Mart increasing retail channel sales by 22%. Chain specific programs included exclusive lighter designs and custom packaging.

• Developed on-pack promotions with Clorets, increasing SKU sales by 300%

• Increased product sales double digits annually through brand positions, product extensions, Novelty Lines, merchandising and licensing agreements

• Developed annual distributor incentive programs increasing Novelty Line sales 295% the first year

• Developed innovative C-Store and retail chain merchandising displays to include pop-up displays, Side- kicks and Clip Strip display, increasing presence in each distribution

• Responsible for bringing in new customers, Brown and Williamson and RJ Reynolds, for use in cigarette on-pack promotions

• Recipient of “President’s Award” based on extraordinary performance OTHER POSITIONS

Director of Advertising for Peter Piper Pizza (DBA Pizza Properties), Asst. Account Executive for McDonald’s/Snyder Reade and Woodruff

SOUTH DAKOTA STATE UNIVERSITY, Brookings, SD

Bachelor of Science/Journalism with Advertising Specialization

• Director of Advertising for SDSU Collegian Newspaper

• Advertising Club

• Sigma Delta Chi

PORTFOLIO AVAILABLE UPON REQUEST

EDUCATION

PORTFOLIO

Abingdon, MD 21009 443-***-**** ************@*******.*** Page 4

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