Scotch Game

Working directly with senior leadership of multi-unit retail and restaurant concepts, providing growth expertise. 

Helping to build, refine, and expand the growth formula unique to each company.  

Solutions are on-demand and scaled to the need.  Service areas include: Diagnostics, Consultant & Advisory, Fractional CMO, Leadership & Coaching, and Results Guarantee.

Principal

Jackson

Served in a multi-faceted executive leadership role for this F500 company involving strategic planning and execution, organizational development, process and program innovation, and training/performance management in support of enterprise-wide marketing/brand transformation efforts.

•	Developed enterprise brand positioning in support of new business strategy shaping customer experience and go-to-market approaches, integrating with employee experience and generating over 95% engagement from employees within the first 60 days.

•	Built new organizational capabilities (including tools, KPIs, and processes) to enable the integration of design thinking and market-fit principles across the marketing, sales, and customer experience functions in support of the brand repositioning initiative.

Head, Enterprise Wide Marketing Innovation

ShareRoot

ShareRoot digital platforms, artificial intelligence tools and subject-matter expertise allows for a customised approach for each of our clients to understand market opportunities, design market access strategies and a data-rich environment for understanding, engaging and activating audiences.
 
Whether it is developing high-quality original content for social media, optimising e-commerce sales, creating e-games and applications, harnessing the power of social media or developing bespoke digital marketing strategies, the ShareRoot group of companies can provide solutions to suit any digital challenge.

Member of the Board of Advisors

Cracker Barrel

Played key leadership role on the 7-person executive team that worked closely with Board and reported directly to CEO, additionally serving on 4-person Real Estate Committee that determined sites/markets and capital allocations for business expansion for this F1000 restaurant/retail company.

•	Supported the CEO in driving business transformation by leading business model innovation and brand offering revitalization across the product, equipment and process development, insights, pricing, menu strategy, and licensing functions.

•	Led comprehensive redesign of off-premise/to-go business model (covering product/brand offerings, back-end processes, staffing models, and marketing programs) to deliver 200%+ sales growth, positive IRR, and national rollout to drive ongoing business innovation.

Executive Lead - Marketplace and Product Development

Promoted after 18 months to seven-person executive team adding product development, equipment development, licensing, and business development responsibilities. Executed business model innovation, digital strategy development, product lifecycle optimization, pricing, and brand extension efforts. Reported to CEO.

•	Grew total revenues over 20% and market share greater than 30%, recording 21 of 24 quarters of same store sales growth, resulting in six-fold increase in share price.

•	Enhanced $80M marketing line by evaluating and augmenting media and channel mix creating greater reach, targeting, and messaging capabilities resulting in profitable sales lifts in excess of 10%.

•	Created first digital strategy including SEO/SEM, social media, OLV, and CRM resulting in 2x industry engagement / sentiment levels, industry comparable reach, and high organic search rankings.

•	Implemented multi-cultural marketing programs impacting the customer experience, employee experience, and go-to-market as well as introducing market-level pricing (generating an incremental $30M in EBITDA) enabling expansion of an additional 25+ units.

SVP - Marketing (chief marketer)

Hired to redefine brand and reignite food focus. Spearheaded development and execution of strategy, programs, and process improvements / innovation across brand, media, advertising, menu development, market research, and pricing functions. Led cross-functional team responsible for driving menu innovation and optimization. Reported to CEO.

•	Formulated and implemented new product and marketing strategies/plans (including new core menu enhancements and seasonal menu program) that re-established “product” as critical growth and traffic driver for company.

•	Redesigned innovation and product strategy to focus on jobs-to-be-done and need states; also reworked end-to-end development process to structured rapid deployment model allowing company to successfully bring 50+ products year to market for Cracker Barrel.

VP - Brand and Menu Strategy

ARAMARK

Led an 18-member team in developing and implementing a marketing plan covering 300+ on-site food units within Aramark’s high-end business dining unit, serving clients such as Goldman Sachs and JP Morgan.

Drove end-to-end rollout of new marketing plan across all assigned Aramark food units (resulting in 2-year same-store sales growth 6% over plan), in addition to implementing new catering program that grew sales by 10%+.

• Leveraged insights from market research, focus groups, and surveys to launch new product lines and present compelling new business development pitches to both existing and prospective clients, resulting in consistent sales growth.

Director of Marketing

Helping C-suite leaders of scaling and mature multi-unit concepts boost growth and market value | Former F1000 NEO

I help leaders of multi-unit concepts improve the effectiveness of their revenue line. 

Many organizations and their suppliers narrowly focus on just one area within the revenue line. Or they don't connect the different pieces, resulting in missed sales and internal team frustration.

As a partner for you and your team, we work together to find and activate the most significant leverage points across your whole concept to improve revenues. 

With experience in the C-suite for F1000 restaurant companies, I can leverage extensive experience running various revenue-related functions and deep industry knowledge for your benefit.

Working with me typically results in the following:
- Clarity about what are and will be the growth engines across your whole concept
- Higher sales from new program launches
- Higher ROI from your marketing line
- A better way to align marketing, product, ops, and training
- Confidence your innovation efforts will all stack up over time efficiently and exponentially

Nine areas influence the revenue line. My approach identifies your equities, builds magnetic moments, and creates structures to ensure disciplined delivery. 

 This approach has produced over:
- $500M in new sales
- 6x stock price increase
- 35% market share gains
 
Work typically takes one of four paths: consultative, fractional leadership, diagnostic, or workshops/speaking. 

Ideal partners are concepts that:
- Are committed to improvement 
- Have a senior member of the team directly engaged 
- Provide the necessary information in a timely and thorough manner
- Have leadership teams willing and able to support the change

I started Scotch Game in 2017 after serving as chief marketer and NEO for Cracker Barrel OId Country Store, Inc. for nearly a decade. 

I understood from first-hand experience the demands of running a restaurant business. The struggle to get sufficient focus on driving growth across the company could negatively impact the revenue and margin line.

I've worked at the board and leadership level, leading marketing, brand, menu strategy, culinary, pricing, equipment development, corporate communications, new concept development, and new business development functions, and I have served on the real estate committee.

I recognize the commitment involved in engagements. I aim to be respectful of your culture and your business. While I operate with a partner mindset, I also strive to bring you an outside, unbiased view to help you make the best decisions and take the best actions possible. 

Please feel free to connect via DM.

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