The Elkins Agency

Senior Account Executive — Foodservice

Albert Samuels

Provide marketing services for a variety of clients to ensure accurate and consistent tone, look, and delivery. Collaborate with key stakeholders to develop a comprehensive communications strategy, which includes web content creation, social media, email marketing, and print materials. Develop original branding, menu, and local store marketing articles for a self-managed restaurant marketing blog. Implement digital marketing strategies to optimize blog experience and gain readership.

Clients and independent work include:
• Edible Nashville
• Nashville Food Co-op
• Identity Coffee Co.
• LilaLue Sweets
• Lil Sista's Soul Food
• No Such Thing
• Nashville Area Crohn’s & Colitis Social Group
• EATIN' FOOD | Restaurant Marketing
• Nate's Wing Barn
• Freedom Church

Marketing Consultant

Merlin Entertainments

Lead the marketing team at Madame Tussauds Nashville to drive commercial objectives, maximize revenue, and enhance customer satisfaction. Develop and execute a comprehensive marketing plan across pricing, media, online, and trade channels to achieve volume and spend-per-head targets in alignment with business objectives. Utilize audience insights to increase market share, drive visits, and maximize repeat visits through promotions, annual pass sales, and product development. Collaborate with Central Marketing, Operations, and Finance teams to ensure brand consistency, forecast admissions and revenue, and optimize marketing performance. Provide regular reports on marketing effectiveness, ROI, and forecasts while adjusting strategies to meet budgeted goals across all sales channels.

Successfully initiated partnerships with Pladis Global and Crayola for LEGOLAND Resorts and currently negotiating partnerships for Madame Tussauds Nashville.

Marketing Manager

CSSI Marketing + Culinary, A Marlin Network Agency

Collaborated with culinary and creative teams to develop food and beverage programs, newsletters, and sales collateral for global foodservice brands and top restaurant chains. Demonstrated thought leadership and foodservice expertise to provide industry-leading account management and develop new business opportunities for clients. Managed cross-functional teams to develop advertising strategies and sales enablement tools. Directly managed program execution, timelines and budgets, and post-promotional reporting. Identified dining trends for menu development, newsletter programs, and research presentations.

Clients included:
• Conagra
• Custom Culinary
• Fonterra
• General Mills
• Griffith Foods

Account Supervisor, Foodservice Marketing

American Association for State and Local History

Provided overall strategic and operational leadership for marketing and communications efforts targeted to various audiences, including members, nonmembers, the field, and the public. Ensured accurate and consistent messaging in organization’s marketing and membership building initiatives. Developed and designed all identity and marketing materials. Grew revenue through product sales and advertising/sponsorships. Served as part of the senior leadership team.

Senior Manager, Marketing and Sales

CBL Properties

Led efforts to drive and execute marketing strategies and initiatives to support business goals and revenue generation for CoolSprings Galleria (Franklin, TN) and Valley View Mall (Roanoke, VA). Partnered with restaurant and retail tenants and produced events to drive additional traffic. Managed social media channels including paid ads. Carefully crafted blog posts to increase interest in the shopping center while being SEO conscious of word choice and placement. Analyzed KPIs to optimize experiential and digital marketing efforts.

Marketing Director

SHONEYS

Led the development of campaigns and associated media plans. Established short and long-term marketing goals and objectives. Developed and implemented food and beverage LTO menu items and associated promotions through cross-functional research and planning, effective digital marketing strategies, and local store marketing initiatives. Collaborated with culinary team to identify food costs to better determine pricing strategy. Managed advertising and out-of-home agencies. Developed and maintained relationships with internal and external key partners including franchisees, creative agency, and freelance designer.

• Increased corporate store Thanksgiving sales by 8.33%

Senior Marketing Manager

Kirkland's

Developed field marketing plans to increase brand awareness and drive customer traffic through owned and paid social media, Google display ads, radio, and out-of-home advertising. Responsible for the planning and implementation of marketing programs to support local and regional brand marketing needs. Assured that all programs were fully aligned with brand strategy, business plan objectives, and current corporate campaigns. Researched, planned, and organized store events for new store and brand promotion. Worked closely with direct mail vendor to reach ideal potential customers through audience segmentation.

• Supported 40+ new store openings in 2016
• Meticulously managed a $500K field marketing budget

Assistant Manager - Field Marketing

Bargain Hunt

Oversaw all marketing initiatives for new store openings. Developed high quality, relevant content for all marketing channels, including blog posts, emails, digital ads, social media, company website, local publications, and press releases to encourage customer retention and drive new customer acquisition. Redesigned direct mail layout to better communicate with recipients and increase brand loyalty.

• Launched new website ahead of schedule
• Created blog and post content which garnered the highest page views on website
• Increased email open rate from 12% to 18%

The A Group

Collaborated with designers, developers, and strategists to ensure final materials were built to spec in a timely manner. Identified customers’ true needs and objectives to help achieve their technology goals. Built and grew client and teammate relationships.

Digital Account Manager

Marketing is more than an occupation — it is my passion. It brings me the greatest happiness to communicate messages effectively, solve problems, and develop and implement campaigns.

Specialties:
• Restaurant Marketing
• Hotel Marketing
• Retail Marketing
• Creative Direction
• Local Store Marketing
• Influencer Marketing
• Social Media Marketing
• Brand Development and Management
• Digital Marketing
• Client and Internal Team Management
• Nonprofit Membership Growth

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