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Kelly Urness
7732065604 / Chicago, IL 60647

Executive Summary

High-performance Marketing and Product Manager who has led teams, new product development and commercialization, category management, digital marketing, and communications efforts for major QSR and Foodservice manufacturing brands.

  • Excels at analyzing data / trends, identifying insights / consumer needs, and developing / launching successful category management initiatives to deliver achievement of ROI and KPI metrics goals.
  • Builds, leads, and motivates teams, encouraging a positive and productive work environment.
  • Defines, develops, and implements integrated marketing plans to maximize brand awareness, driving compelling narratives to spark the imagination of target audience.
  • Highly versatile, quickly mastering new roles and creating effective, engaging promotions.  

Expertise:

Team Building & Leadership | Product Management & Development | Territory Management & Expansion Trade Marketing | Consumer Insight Analysis | Strategy Design & Execution | Digital Marketing | Stakeholder Relations Budgeting & Forecasting | Social Media | Strategic Pricing
Experience
Pilgrim's Pride,
Greeley, CO
2019 to 2020
Leading global poultry and prepared foods company with 36 production facilities and 16 prepared foods facilities across the U.S., Puerto Rico, Mexico, and the United Kingdom and Continental Europe. 
Assistant Customer Marketing Manager, K-12, Distribution & National Accounts,
Greely, CO
(2019 to 2020)

Reporting to the Marketing Manager, recruited to lead product development for K-12, Distribution, and National Accounts. Monitored trade spending activities and provided an in-depth analysis of spend efficacy. Managed P&L of $35 business.

  • Created customer facing interactions in sales presentations, led the development of conceptual selling story materials, and provided internal support to the sales team.
  • Led cross-functional team responsible for developing 3 new products featured in the pop-up Taco Bell Hotel.
  • Built and implemented Responsibility Assignment Matrix, reducing new product concept to market timeline by 3 weeks.
  • Conceived branded products pricing and positioning strategy to achieve $65M in RFP awards for FY2019.
  • Developed a Social Media Guide to direct cafeteria staff through the intricacies of creating, growing, and managing their social media programs.
  • Eliminated confusion in commercialization process by creating Product Commercialization, Pricing request, and Custom Creative Requests intake briefs to help gather, organize, and display pertinent information.
Corner Bakery CAFÉ,
Dallas, TX
2017 to 2019
American chain of cafes with 192 locations specializing in pastries, breads, breakfast dishes, gourmet sandwiches, homemade soups, salads, and pasta.
Regional Marketing Manager,
Dallas, TX
(2017 to 2019)

Reporting to the Director of Field Marketing, recruited to transform the Western United States marketing strategy for numerous corporate and franchise locations, including online and offline advertising, social media, PR, content marketing, field marketing, and other brand awareness tactics.

  • Maximized growth initiatives by 2.7%, transactions by 1.8%, and check average by 1.2% throughout region in FY 2017 by providing insight to corporate stakeholders and franchisee partners.
  • Leveraged $1.25M local store marketing budget to develop marketing plans that drove 2.7% sales growth in the Western Region for FY 2017.
  • Optimized restaurant operations by collaborating on the implementation of the Monkey Media catering platform.
  • Enhanced PR execution by making PR donation award tracking more transparent and by proactively identifying new promotional opportunities within local communities.
Wingstop Restaurants, Inc.,
Dallas, TX
2012 to 2017
Global restaurant chain specializing in chicken wings with 1,100 restaurants open across the United States, Mexico, Singapore, Indonesia, UK, and the United Arab Emirates.
Field Marketing Manager,
Dallas, TX
(2016 to 2017)

Reporting to the Director of Field Marketing, promoted by the Chief Marketing Officer to implement marketing strategies and achieve brand goals for home, digital and social, print, terrestrial and digital radio, and TV. Oversaw local marketing programs for 135 locations (27 franchisee groups and 1 Co-op) throughout the Southeastern Region.

  • Spearheaded the design and launch of a new integrated marketing platform for the Southeastern U.S including plans for consistent new restaurant openings.
  • Fostered and maintained agency partnerships, including traditional digital to achieve campaign and project goals.
  • Leveraged the $3M local store marketing budget to develop marketing plans that drove 4.9% sales growth in the South Eastern Region for FY 2016.
  • Contributed to the increase of comparative sales by 4.8% and transactions by 3.9% in the Atlanta market through a targeted marketing plan that addressed competitive opportunities.

 

Manager, Restaurant Excellence,
Dallas, TX
(2016)

Reporting to the Director of Restaurant Excellence, hand-picked for newly created role by the Chief Operations Officer to lead system-wide change initiatives, targeted to improve day-to-day operations.

  • Developed, inspected, tested, and implemented all food, equipment, and quality training programs.
  • Managed key strategic operational projects, including speed of service, overall guest satisfaction, next generation kitchen equipment technology, optimized manufacturing processes and quality food service.
District Manager,
Dallas, TX
(2015 to 2016)

Reporting to the Senior District Manager, chosen by the Chief Operations to create a consistent branding, sales, and dining experience for 8 restaurants under regional mandate.

  • Managed team of > 350 people at various levels to achieve average sales exceeding prior year by 8.7%, transactions by 3.3%, and check average by 1.2% in 8 locations.
  • Created a culture of leadership and operational excellence which led to 2 of the 8 locations to achieve Top Gun status for FY15; which is the highest honor a restaurant can achieve at Wingstop.
Manager, New Restaurant Openings,
Dallas, TX
(2012 to 2015)

Reporting to the Director of New Restaurant Openings, promoted to lead the road team after successfully developing, writing, and implementing a new training program. Directed the openings of 62 domestic and one international restaurant. 

  • Managed employee training on new products, service standards, and sales best practices to position each location for success.
  • Reduced opening time from 110 to 75 days, and employee training time from 14 to 10 days.
New Restaurant Opener,
Dallas, TX
(2012 to 2015)
Reporting to the Director of New Restaurant Openings, promoted to lead the road team after successfully developing, writing, and implementing a new training program. Directed the openings of 62 domestic and one international restaurant.
  • Managed employee training on new products, service standards, and sales best practices to position each location for success.
  • Reduced opening time from 110 to 75 days, and employee training time from 14 to 10 days.
Sambuca Group, Inc.,
Dallas, TX
2008 to 2012
Upscale casual dining restaurant chain featuring savory new American food and modern cocktails.
DIRECTOR OF WINE SERVICES,
Dallas, TX
(2008 to 2012)
Reporting to the General Manager, recruited to lead the execution of wine education programs and seminars at 4 restaurants.
Education
BBA in Business Management,
Northwood University, MI
2012

Concentration in Finance, cum laude

Associations, Certifications, and Activities
Women's Foodservice Forum
The leading community for female professionals in the Food Industry and national thought leader on gender equity solutions that help women grow their careers.