About Me.

I have 25+ years experience in Marketing and Advertising having worked on the client side and agency side for leading companies.
​I love what I do!

EDUCATION
Master of Business Administration and Marketing
California State University Fullerton
 
Bachelor of Arts, Communications and Account Management California State University Fullerton
Graduated Cum Laude
EXPERIENCE / SKILLS
Director of Sales & Marketing
John’s Incredible Pizza Company (2014-present)
  • Generated $2.5M in sales with two promotions: Fall Fun Pass and an Annual Pass
  • Increased Social Proof in the form of Facebook likes by 32%
  • Instrumental in opening four new locations including all Marketing Assets, Grand Opening, and Public Relations
  • Directed and led the marketing strategy increasing leads over 150%
  • Lead a team of Event Booking Coordinators, creating new procedures to ensure guest satisfaction, timely response, and improved processes
  • Spearheaded the development of innovative processes and documents, including weekly Marketing Snapshot for store operators, eBlast calendars, sweepstakes rules and procedures, and merchandising guidelines for the stores
  • Managed sister brand HOOT for Kids toy subscription company including brand development, e-commerce site launch, eBlasts, and collateral
  • Developed branding, copy, and photography for new concept BOSS. Pizza + Wings (ghost kitchen).
 
Brand Manager  
Mimi’s Café, Irvine. (2009-2014)
  • Increased customer traffic by 20% within 6 months
  • Managed the marketing budget, sales enhancing programs and team supporting over $5M in revenue
  • Grew Mimi's eClub from 273,000 to 1,080,000 in 3 years
  • Achieved positive same store sales with open rates as high as 41% and redemption rates as high as 12% by developing all of the creative and promotional strategies for eClub promotions
 
Advertising Manager
Gateway, Irvine (2007-2008)
  • Project managed data feeds marketing, continuously identifying areas to optimize and grow the program to increase the Return On Ad Spend (ROAS) from $2.16:1 to $16.33:1
  • Developed the affiliate marketing program from scratch, including contract negotiations, launch, and sustained strategies to achieve a $28:1 ROAS
  • Negotiated multiple agency contracts, including master service agreements, statements of work, and requests for proposals
 
Associate Manager, Brand Communications
Taco Bell Corporation (2002-2007)
  • Oversaw relationships with organizations, including but not limited to: MLB, X-Games, BCS and Pepsi Co., adding $105M in revenue via licensing and product sales
  • Supervised the development of in-store merchandising in test markets and national launches, including product positioning and distribution
  • Created multiple television and radio advertising campaigns
  • Directed development for two Internet sites: fourthmeal.com (for Late Night) and tacobell.com (refresh of Corporate site)
  • Performed a vital role in the two-year launch of the Big Bell Value Menu, including executing strategic communication plans for market testing, seamless internal communications at the store level, and developing advertising creative
  • Winner of Gold Effie (2005)
  • Managed Hispanic advertising including television and radio production
 
Agency Account Management experience at FCB Worldwide and DGWB Advertising
AWARDS / RECOGNITION
Winner of Gold Effie (2005 for Taco Bell Late Night campaign)
Fun Facts to get to know me:
  • I love to hike. My biggest hike was doing Half Dome in Yosemite. Over 17 miles in 12 hours. Phew!
  • I perform at a local community theatre company in my spare time. I have been in 20+ shows where I sing, dance, and act. Some hints on what I've done if you're into Broadway shows: I've been swallowed by a plant, obliterated by a bucket of water, done a spooky tango, danced as a Spanish rose for a Shriners group, and run a girls' orphanage. 
  • I regularly camp with my family (or "glamping" may be a better descriptor since I have a TV and a bathroom). Mammoth and Shaver Lake are some of my favorite destinations.