Marketing Manager A Team

Lance Vannerson

Phone number: 816-***-**** Email address: **************@*****.***

Dynamic marketing expert with a proven track record of successfully driving sales and cultivating strong client relationships at all levels of international organizations. Recognized for leadership, strategic storytelling, and marketing know-how across the media landscape. Passionate about collaborating with cross-functional teams to achieve revenue growth and exceed targets through innovative B2B and B2C marketing strategies. Skilled in conducting research studies and leveraging insights to enhance brand presence across various media platforms both traditional and digital platforms. 12/2017 – 11/2024 Director, Customer Growth Marketing The Coca-Cola Company

Led marketing for Roark Capital team focused on SONIC Drive-In & Jimmy John's, establishing and cultivating strong client relationships resulting in increased sales and new business achievements

Secured new beverage categories at SONIC, driving growth in annual operating income

Led a team of 2 marketers and 4 sales professionals Developed and implemented a national employee engagement program at SONIC, leading to a +50% improvement in key operational metrics Oversaw P&L management for the accounts, exceeding volume and operating income targets annually

Conducted custom research studies and devised multi-year strategic selling framework for assigned accounts, driving business success 10/2015 – 12/2017 Senior Customer Marketing Manager The Coca-Cola Company

Served as the marketing leader and business advisor for a regional food service customer sales team

Defined the needs of key customers across multiple segments including QSR, CDR, Convenience, Gaming, and Movie Theaters

Utilized data-driven insights to identify and capitalize on new category opportunities to drive customer sales

Led a team of 2 (1 marketer 1 sales professional)

Developed and executed world-class marketing plans and campaigns across the media landscape to expand key customer accounts

Navigated the Coca-Cola system to identify relevant resources and support customer growth

Developed, executed, and tracked the performance of marketing programs and sales efforts to drive results

Built, communicated and deployed sales enablement tools for our team 10/2012 – 10/2015 Sr. Customer Marketing Manager

PepsiCo

Spearheaded and supervised a sales/marketing team in a remote capacity for a matrix organization, fostering collaboration to drive success for PepsiCo and key customers Applebee's & IHOP

Developed and obtained C-suite level buy-in for a strategic partnership framework to support PepsiCo's 3-year product innovation and growth activation plans for Applebee's and IHOP

Led a team of 2 marketing support staff

Collaborated with internal PepsiCo stakeholders and external customer teams to Profile

Work Experience

create beverage and branded food innovations

Executed strategic marketing activation programs to accelerate PepsiCo innovation launches and customer marketing plans through TV, Digital/Social media, events, and in-restaurant activities

Achieved substantial beverage sales growth by utilizing market insights, developing solutions, and presenting recommendations. 03/2008 – 10/2012 Brand Manager

Sara Lee

Successfully optimized a $40M brand budget, managed P&L responsibilities, and led creative development across 6 partnering advertising agencies to ensure flawless branding execution

Directed and managed a complete brand relaunch of Ball Park Hot Dogs & Sara Lee Deli meats, including development, approval of colors and palette, and all new communications launch support

Initiated first-ever digital coupon efforts in Sara Lee's history for multiple brands, resulting in strong redemption rates, improved consumer reach, and increased ad spend efficiency

Developed and refined the initial strategy and launch of a social media outreach campaign via Facebook pages for Ball Park and Sara Lee Deli Created targeted consumer advertising strategy and shopper promotions with high conversion rates.

03/2004 – 03/2008 Associate Director of Marketing

Applebee's International

Managed national marketing strategy, fostering innovation in product development and advertising campaigns to elevate brand visibility. Developed and tested new products and national advertising campaigns, collaborating cross-functionally to secure buy-in from key franchisees. Oversaw all facets of the food innovation pipeline, including cost analysis, operational considerations, and sales projections. Orchestrated Weight Watchers partnership strategy and menu development program, guiding it from concept to successful launch. Collaborated with corporate and franchise restaurants to identify strategic requirements and implement tailored marketing initiatives to achieve goals. 01/2002 – 02/2004 Account Supervisor

TracyLocke

Directed ad agency teams in developing advertising and marketing strategies for Pepsi-Cola within the Applebee's account

Collaborated with partners to define Pepsi's Casual Dine Restaurant beverage strategy aimed at maximizing soft drink incidence and driving bar sales at Applebee's

Successfully sold a national daypart program strategy to increase Pepsi incidence, resulting in a 400% increase from 11/02 to 12/03

Conducted analysis and presented secondary research to Applebee's marketing team using NPD, SPECTRA, Technomic, and proprietary data to showcase consumer, industry, and category trends

Marketing MBA

University of Kansas - Graduate School of Business Psychology Bachelor's degree

The University of Kansas

Work Experience

Education

Kansas City,

United States

Board Member

Funding the Future

Funding the Future is a nonprofit organization that teaches teens vital financial principles by organizing live musical performances at schools across the nation and creating a dialogue around financial literacy between students and musicians.

https://www.fundingthefuturelive.org/ for more information on our impactful work in financial education.

Volunteering

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