Describe Your Role as CMO
In each issue of our Franchise Update magazine, we profile franchise CMOs and marketing leaders, asking each the same set of questions. Their responses say a lot about who they are, their culture, their values, and where they're taking their companies.
Throughout the year, we'll be selecting one of those questions - and providing answers from the previous year's CMO profiles. If you like what they say or are curious to learn more about these franchise marketing leaders and their thoughts on other topics, we'll also provide links to their full profile.
The first question in this series is the first one we ask in every CMO profile: "Describe your role as CMO."
Kieran McCauley, Vice President of Marketing, HealthSource
I equate my role to that of a ship captain. After establishing a map for the future based on consumer insight and brand positioning, I execute our brand strategy through initiatives to meet our annual budget and sales goals. I am constantly adjusting to market conditions to get the brand safely into port. Read full profile here.
Denise Pedini, Executive Vice President of Marketing, Pizza Inn
I'm in a unique situation as we are 100 percent franchised with no corporate locations. I report to both the president and the franchise board. Although this setup has its challenges, it is great to have that close relationship with both. I've been able to balance both sides and all views of ideas, generating great compromise and growth. Read full profile here.
Kristina Van Bruggen, Vice President of Marketing, Sizzler USA
My job is to not only protect but also to continue to build a 60-year-old legacy brand that operates 134 restaurants across the U.S. Leading a legacy brand requires a unique balance of staying true to our roots while also pushing the envelope to evolve the company. When I first joined the Sizzler family in 2014, my role centered on growing our guest base. After four years, our system has embraced a different way of thinking. Over the last few years, we've integrated nontraditional digital marketing platforms into what's been a very traditional marketing approach. From marketing campaigns to menu revitalization and brand image and design work, we've created a new look for Sizzler that has high appeal. Read full profile here.
Claudia Schaefer, CMO, Jamba Juice
I lead brand marketing and innovation. My priority is to grow sales while redefining Jamba's brand positioning through a consumer data and insights-driven approach. Read full profile here.
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