Schulist Advisory Services

Provide marketing strategy, branding, competitive enablement and digital/social media consulting to technology & restaurant companies, franchisees, entrepreneurs and investors.

• Spearheaded competitive enablement strategy for a leading SaaS loyalty and customer engagement provider. Assessed client’s needs, researched and vetted competitive intelligence suppliers, supported negotiations. Built, piloted, and launched the new competitive enablement system, collaborating across teams to ensure a successful implementation.

• Supported relaunch of client’s online ordering software. Provided expertise on competitive environment, positioning and messaging.

• Developed positioning and messaging for the launch of a new cloud POS system. Offered strategic input on client’s marketing collateral.

• Provided counsel on content, advertising and PR strategy for a mobile employee onboarding & training platform.

• Provided turnaround brand revitalization strategy for a 365-unit fast causal restaurant chain, as part of Results Thru Strategy consulting team. 

• Conceived and drafted local store marketing playbook for a 523-store oil change specialty shop.

Product Marketing & Strategy

Klue

Advisor

GLG (Gerson Lehrman Group)

Member of expert network providing industry and product expertise to investors (private equity, hedge fund and mutual fund managers) and to corporations seeking advice and guidance.  Ranked top 5% of all council members worldwide.

Hospitality Technology and Food & Beverage Consultant

PAR Technology

Hired to define and lead product marketing for PAR and the company’s six business units. Supervised and mentored team of junior product marketers. Reported to 4 different marketing leaders during 6-month tenure; position was eliminated as part of department restructure. 
•	Trained PMM team on product marketing fundamentals - positioning, messaging, competitive enablement and customer centricity. 
•	Developed assessment criteria/interview format for new PMM hires; structured goals and company’s first PMM growth plan. 
•	Built cross-functional relationships, leveraging insights from product, sales, customer success and others to create thought leadership and assets, including sales decks, sell sheets, competitive battle cards, and webinars.
•	Spearheaded positioning and messaging for PAR business units; revamped competitive enablement and launched win-loss program.

Product Marketing Director

Clover Network, Inc.

Led product marketing for Clover’s restaurant vertical. Started as a consultant and was recruited to permanent role. Efforts contributed to double digit sales gains in 2019.

• Developed Clover restaurant strategy and GTM plan. Repositioned Clover Dining, SaaS for FSRs. Provided counsel on all restaurant marketing efforts during COVID, contributing to recovery to pre-COVID sales by Q4.

• Assessed foodservice landscape. Identified and prioritized key restaurant segments to focus Clover sales and marketing efforts.

• Created sales enablement including videos, webinars, sell sheets and company's first ever competitive battle cards. Aligned with sales to enhance efforts.

• Crafted positioning, messaging and GTM plan for Scan to Pay, contactless payment feature. Generated over $1 million in transactions in under 3 months.

• Spearheaded event strategy and execution, gaining alignment across sales and channel marketing teams; drove content for thought leadership presentations boosting Clover awareness.

• Secured business press for Clover, wrote bylined articles, and acted as industry spokesperson for restaurant trade publications.

Director of Product Marketing

Yiftee | data-driven mobile promotions & gifting

Hired to reposition the brand from B2C to B2B, targeting multi-unit restaurant and retail markets. Evolved into an advisory role after Yiftee reduced headcount due to financial challenges.

•	Created new brand platform product position, pricing structure and identified industry targets; communicated new company focus through PR, social media and lead generation.

•	Secured substantial press in key trade publications.

Vice President of Marketing

Black Angus Steakhouses

Led $7M marketing program and participated in strategic planning as a member of the Leadership Team. Supervised a team of 3 and reported to the CEO.

•	Generated 22 consecutive quarters of same store sales gains, outpacing industry growth.

•	Built online presence through website, social media, e-loyalty club, e-gift cards and OpenTable & Yelp partnerships. Efforts increased online-generated traffic by double digits annually.

•	Supervised print, radio and online advertising, which drove over 40% of total guest counts.

•	Bolstered brand message through advertising, public relations, social media, digital marketing and evolution of the concept’s BullsEye Bar. Revamped Happy Hour menu, which increased YOY sales by 16%.

Head of Marketing

GuestCounts Hospitality

Headed marketing for restaurant and catering divisions, including branding, public relations, promotions, advertising, menu and pricing strategy, and sales analysis. Participated in strategic planning as a member of the Senior Management Team. Managed a team of 2 plus 5 indirect reports and reported to the CEO.

•	Created brand-focused menu guidelines and pricing procedures. Collaborated with the COO to initiate system-wide menu, recipe, and food costing standards, to maximize sales and poise the company’s brands for growth.

•	Repositioned company’s Max & Me Catering brand, revamped website and all promotional materials, contributing to 18% increase in YOY sales. Refocused marketing efforts to drive Cuba Libre Restaurant & Rum Bar banquet business, increasing YOY sales 25%.

•	Received Cheers Magazine’s BENCHMARK award for the nation’s best cocktail program.


ADDITIONAL RELEVANT EXPERIENCE

LOGAN'S ROADHOUSE, Vice President of Marketing
Spearheaded marketing strategy, branding, advertising, promotions, product development, pricing, research and competitive analysis.

CALIFORNIA CAFÉ CORP, Vice President of Marketing
Led marketing efforts to turn around multi-concept brands. Awarded Cheers Best Beverage Program.

BLACK ANGUS STEAKHOUSE, Strategic Marketing & Branding Consultant
Established strategic alliances with beverage vendors; led multi-functional team to revamp alcohol beverage program.

LYON’S RESTAURANTS, Director of Marketing
Directed TV, radio, print, outdoor, menu strategy, pricing, R&D, copy and design. Received RH Magazine’s “Best Kids’ Menu,” the Beef Council’s “Beef Backer,” and the CA Strawberry Commission’s “Strawberry Fields” Awards.

OTIS SPUNKMEYER, Marketing Associate
Spearheaded advertising, PR, merchandising and package design for this cookie dough and baked goods company.

KETCHUM COMMUNICATIONS, Account Executive
Oversaw advertising, PR, promotions, merchandising, partnerships, recipe development and educational seminars.

Vice President Marketing Restaurant & Catering Divisions

INNOVATIVE MARKETING LEADER, STRATEGIST & BRAND BUILDER with a series of marketing successes in B2B (SaaS) technology, restaurant (enterprise and SMB), packaged food, and agency
environments. Energize brands using a broad range of skills to create integrated marketing programs that drive sales. Expertise in traditional and digital marketing. Build, influence and guide teams that propel growth. Collaborate skillfully with other functions to ensure strong results. Corporate and entrepreneurial experience complemented by a Cornell MBA and a lifelong passion for food and hospitality.

Specialties: 
* Strategic Planning
* Brand Positioning
* Research & Consumer Insights
* Traditional Marketing
* Digital Marketing
* Media Strategy
* Social Media Marketing
* Website Development
* E-Commerce - Gift Cards
* Promotions & Merchandising
* Public Relations
* Revenue Management
* Product Development
* Menu Engineering & Pricing
* Beverage Programs
* Strategic Partnerships 
* Budget Management

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