Senior Director of Marketing
Resume:
Michele LaMont, MBA
Strategic Marketing & Customer Experience
West Hills, CA
*************@*****.***
SKILLS
● Brand marketing & strategy,
● Customer acquisition & retention through integrated programs, loyalty, & communication
● Product marketing & launch
● Media/budget planning & management
● Team leader & mentor
ABOUT ME
I am a brand builder & a thought leader who leads the brand & experience & strategy. I have a proven track record of creating & executing high-impact, efficient, & innovative marketing campaigns that increase sales, profitability, & customer loyalty. I am passionate about delivering a consistent & premium brand & experience across all channels & touchpoints, from in-store merchandising to mobile apps & social media. I collaborate effectively with cross-functional teams, franchisees, & external partners to ensure alignment & integration of marketing objectives & initiatives. I aim to elevate brands as the category leader while staying true to its core values.
EXPERIENCE
Pokeworks, Irvine, CA- Director of Marketing & CustomerExperience October 2022 - October 2023
● Developed & executed marketing strategies to increase market share, drive revenue growth, & enhance shareholder value.
● Led successful new product launches from conception through execution, including pricing, positioning, & packaging.
● Managed a marketing team, providing coaching, development, & strategic direction.
● Oversaw the marketing operating budget.
● Established & elevated Pokeworks' premium position as the world’s leading fast-casual Poke brand through thought leadership.
● Developed & implemented Pokeworks Brand Guidelines, ensuring consistent brand assets across channels & touchpoints.
● Planned & developed a Marketing Calendar for enhanced engagement, conversion, & consistent experiences.
● Led the creation & implementation of efficient in-store merchandising programs for increased store sales & profitability.
● Owned detail-focused marketing campaigns, minimizing errors through comprehensive planning & quality control.
● Applied insights & feedback from stakeholders to consistently improve programs, policies, & processes.
● Proactively coached, managed, & mentored marketing associates, franchise owners, & other departments.
911 Restoration - Director of Marketing & New Business Development May 2021 - Month 2023
● Developed national brand strategy, increasing quality leads for the sales team.
● Led the sales organization through the sales process, implementing new strategies for increased leads.
● Managed franchisee creative requests & processes, ensuring seamless onboarding & training.
● Collaborated on business processes & strategy as a key member of the leadership team.
● Provided guidance & mentoring to a team of 10 in marketing, sales, & new business development.
Mayweather Boxing & Fitness - Sr. Director of Marketing May 2019 - Month 2021
● Led a 6-person team in interactive strategy, creative & technical design, & execution.
● Created & executed integrated marketing strategies for SoCal product launches across digital, in-store, & mass media.
● Collaborated with executive leadership on online business, financial, & strategic/creative concepts.
● Managed PR, entertainment strategy, & corporate & store-level philanthropic initiatives.
● Successfully launched a new ecommerce website with over 200 products, increasing sales by 60% within 8 months.
IHOP / DineEquity- Sr. Marketing & Brand Manager
FEBRUARY 2014- APRIL 2019
● Managed National Activations & Product Innovation
● Spearheaded primary & secondary national activations for systemwide rollouts, overseeing product innovation, development, positioning, & testing.
● Approved all print, digital, & broadcast creative for promotional campaigns.
● Collaborated with Culinary & Consumer Insights to create new products, testing & launching them nationally in over 1600 restaurants during a seven-window promotional period annually.
● Conducted post-testing & rollout analyses, providing strategic recommendations to executive leadership & franchisee advisory board.
● Utilized A/B testing in product trials, working closely with franchisees to evaluate sales, performance mix, & address operational issues.
● Aligned tests with distribution center capabilities, forecasting, & SKU throughput in collaboration with cross-functional teams.
● Led the "Families with Kids" strategy, incorporating both food & experiential elements, including promotional items, licensed properties, & kids' promotions throughout the year.
The Coffee Bean & Tea Leaf- eCommerce Marketing ManagerII FEBRUARY 2006- APRIL 2008
● Successfully launched a new e-commerce website with over 200 products in collaboration with a creative & development agency within 9 months.
● Achieved a remarkable 60% increase in e-commerce sales within 8 months of the website's launch.
● Directed interactive strategy, encompassing creative & technical design, ongoing development, & support.
● Led a 6-person team, managing 4-6 indirect reports
● Created & executed integrated marketing strategies for Southern California product launches, spanning digital (web, mobile, & social), in-store, & mass media.
● Collaborated with the executive leadership team, including Board Members, CEO, & SVP of Marketing, on online business, financial, & strategic/creative concepts.
● Orchestrated Public Relations & Entertainment Strategy, alongside the development of corporate & store-level Philanthropic Strategy.
● Oversaw the e-commerce budget & managed both financial & non-financial KPIs
● Collaborated with Field Marketing to revamp CBTL's InStore/Online Marketing/Promotion
& Event Planning Strategy, successfully rolling it out across the entire organization. EDUCATION
Colorado State University, Pueblo, CO- MBA, GlobalManagement AUGUST 1994- DEC 2002
Contact this candidate