Terry Culler

In this role, I am responsible for improving social media traffic and sales growth by developing various marketing programs, including beverage, food specials, and community involvement. I also manage food and beverage pricing strategy through competitive research and regional trends analysis. My duty is to ensure positive ROI using reporting system data by analyzing all marketing campaigns. I develop and execute email & social media campaigns using Salesforce and Sprinklr platforms. Furthermore, I negotiate local contracts with radio, printing, direct mail, and out-of-home advertising vendors. Key Contributions: • Managed all aspects of marketing, branding, and traffic efforts for 144 Applebee's restaurants, surpassing $400M in sales across Ohio, Pennsylvania, Minnesota, and Indiana by utilizing various online/offline media platforms. • Allocated a $1M budget to build brand awareness, drive traffic, and recruit new customers. • Optimized bar sales mix by 2% through the implementation of strategic vendor programs, employee-focused contests, and sales promotions. • Leveraged leadership skills to guide and lead in creating multiple local marketing assets, including promotional collateral, menus, and branding signage. • Provided training to fifteen team members by designing and implementing a Marketing Manager training program.

During this role, I led all aspects of marketing, advertising, and public relations efforts for thirty-three educational supply retail stores and team of sales representatives. I also developed advertising collateral, including brochures, flyers, coupons, and catalogs. It was my responsibility to conduct negotiations for print, media, and online advertising campaigns to obtain favorable pricing. Key Contributions: • Prepared and reconciled monthly/annual marketing budget of $800K. • Developed, implemented, and analyzed email marketing campaigns to a customer database of 115K. • Saved annual revenue by $100K through the transformation of the marketing department from an advertising agency to an in-house. • Maintained close collaboration with vendors to attain funding for key marketing initiatives for subsidizing additional $300K marketing budget.