Graduate Assistant Marketing Manager

THOMAS S. THISTLETON

513-***-****; ***********@*****.***

https://www.linkedin.com/in/tomthistleton/

BRAND/MARKETING EXECUTIVE, MEDIA EXPERT

SUMMARY

I am a proven marketing leader with a history of driving sales, working across a large organization to develop strategies and lead cross-functional teams. I have a diverse skill set with a strategic mind that has enabled me to drive sales growth across brand, product, and media. I am a problem solver, adept at analyzing data and insights to find effective solutions.

SKILLS

Brand Management, Product Marketing, Omni-Channel Media Strategy, Social Media Marketing, Team Leadership, Cross-Functional Leadership

EXPERIENCE

Yum! Brands, Louisville, KY

KFC Marketing Director – Brand, Media, & CRM May 2021 – Present

Leading media team and agency in investment of $160MM+ budget for national and performance media plans, developing omnichannel strategies to increase overall revenue and drive adoption of new E-commerce channels

Led three month agency review, briefing and leading multiple rounds of reviews for full service agencies before selecting Spark Foundry as KFC AOR.

Led significant shift in media strategy to prioritize digital channels, adding more targeted media to focus on key growth segments, leading to 8% sales growth in 2021.

Leading brand team in development and execution of calendar promotions, navigating supply chain challenges to build a product calendar that delivered 8% sales growth in 2021.

KFC Sr. Marketing Manager – National & Performance Media February 2020 – May 2021

Led re-plan of 2020 media strategy due to COVID, working with KFC leadership and franchisees, media agency, and media partners to strategically reallocate and cut spend while prioritizing most efficient channels, leading to 4% YOY sales growth despite budget reductions

Led strategy to optimize digital creative/media approach, yielding 20% increase in social media efficiency

KFC Marketing Manager – Media and E-Commerce August 2017 – February 2020

Led strategy and managed full-service media agency on the investment of $150MM+ annual budget across TV, audio, social, and digital

Developed and implemented cross-channel media plan to deliver 9% increase in total audience reach despite a 7% budget reduction, yielding YOY sales growth

Led KFC-ESPN Ocho integration, which was ESPN’s strongest performing digital partnership to date

Led marketing rollout of KFC-Grubhub delivery partnership, leading to $10MM in 2018 sales

KFC Sr. Associate Brand Manager January 2016 – August 2017

Developed strategy and led cross-functional team in test market and national execution of $10 Chicken Share promotion, resulting in highest sales results in six years

Developed strategy and led cross-functional team in execution of Extra Crispy Chicken promotion, driving highest YOY sales results in 2 years

Led national sales forecasting process, enabling brand team to improve national marketing calendar planning and receiving special recognition from CFO for process improvement

KFC Associate Brand Manager June 2014 – January 2016

Developed strategy and led cross-functional team in execution of three 2015 national promotions, leading to 4% sales growth versus prior year

Collaborated with Dr. Pepper to develop and execute KFC’s first national digital coupon, contributing to 7% sales growth versus prior year over Thanksgiving week

iSqFt, Cincinnati, OH

Data Operations and Quality Team Lead August 2010 – July 2012

Initiated and led process of transferring tasks to India and the Philippines; managed training, workload, and daily communication with 35 overseas team members, leading to 15% savings for the department

Led team in development of algorithm to provide construction cost estimates, a key customer initiative, ahead of timeline and with 10% greater accuracy than competition

Project Manager June 2009 – August 2010

EDUCATION

Kelley School of Business, Indiana University, Marketing Major May 2014

Marketing Graduate Assistant and Business Merit Fellowship Award Recipient

Peer-selected member of Curriculum Advisory Committee

Hillsdale College, Hillsdale, MI May 2009

Bachelor of Arts, cum laude, concentration Economics

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