Arizona State University

Brophy College Preparatory

Marketing Director

• Build and mentor Brand, Field, Media, and Product Marketing teams to become adept at identifying opportunities, influencing partners, and executing ideas cross-functionally

• Inspire a culture of trust, empowerment, accountability, safety, and creativity through servant leadership

• Nurture and influence relationships both internally with cross-functional partners and externally with franchisees by instilling collaboration and mutual respect

• Provide strategic perspective for brand growth and development of new business layers and initiatives

• Define a product strategy and new brand persona that highlights new brand position as an industry leader in big, bold flavors

• Lead cross-functional teams on the development and commercialization of new products and promotional ideas and effectively leading internal and external teams on execution

• Initiate consumer research to inform product strategy as well as identifying and securing appropriate test markets for major product concepts

CKE Restaurants, Inc.

Vice President, Brand Marketing | Carl’s Jr.

• Create and lead Trade Marketing initiatives for Sigma National Brands which meet or exceed company objectives including product launch, POS communication, retail promotions, loyalty programs, and campaign strategy

• Execute marketing strategies in collaboration with the sales teams by defining Trade Marketing plans and providing consumer and customer insights

• Serve as the core collaborator between Marketing, Innovation, Sales and executive leadership

• Ensure customers’ data and shopper’s purchasing behavior is gathered and analyzed and recommends strategic planning and execution based on findings

• Define and execute business strategy by category growth opportunities, segmentation by channel and exploit unoccupied market niches

• Administer trade promotional plans and monitor Trade Marketing Investments

• Initiate execution of marketing strategies to point of sale, ensuring sales activities are analyzed throughout and postmortem. 

• Make recommendations based on sales forecasts and manage sales campaigns that ensure profitability down to the item level

• Manages overall National Brands Trade Marketing budget, logistics, distribution and assortment of point of sales materials

• Develop new technology to track sales

• Provide leadership of team, talent attraction, retention, and performance management as well as implementing succession planning, development and promotion plans

Bar-S Foods Co.

Director of Trade Marketing

• Develop marketing strategies for North America, Middle East, Europe and Asia for both P.F. Chang’s and Pei Wei that result in sales, traffic, and brand awareness

• Craft 360 degree yearly marketing plans that consistently and efficiently convey brand promises on paid, earned, print, digital and social media in over 15 markets

• Build original campaigns that address specific challenges such as “Bloom Room”  leading to traffic and awareness increase of an untapped demographic in the UK

• Lead restaurant design and ambiance strategy including music, lighting and interior layout and design

• Created and implemented a new “Dynamic Menu” that has since proven to favorably shift product mix globally

• Manage and develop marketing managers to make strategic decisions that align with brand guidelines and achieve yearly sales goals

• Manage global marketing budgets ensuring marketing tactics are sound investments supported by sales data, seasonality and trends

• Ensure brand integrity is in tact while navigating the complexities of running  an American brand in foreign and alternative markets and venues

• Research, develop, and innovate with cross-functional teams and execute go-to market strategies that increase traffic, check average and sales

• Strategize pricing by market, supported by competitive research and sales mix data

• Markets of responsibility continue to outperform competitors despite economic adversity in many markets

P.F. Chang's China Bistro Inc.

Director of Global Marketing, Social Media and Restaurant Design

• Oversaw all creative direction and marketing materials

• Liaised with international partners on marketing strategies and execution

• Increased sales in South Korea by double digits reversing a downward trend

• Helped conceptualize and open first restaurant in Europe under a new concept called “Asian Table” which re-imagined everything from menu to restaurant design, a model heavily influencing the direction of the company’s ongoing brand development

• Managed consumer and retailer promotions, social and digital media agency relations, and media spend

• Built turnkey relationships with agencies and negotiate contracts with vendors

Global Brand Manager

• Developed and implemented Sales and Marketing objectives for yearly brand plans supported by data, trend, and SWOT analyses

• Oversee consumer and retailer promotions, social and digital media agency relations and media spend

• Recommend and manage annual budgets in coordination with Sales and Marketing P&L

• Track, analyze and present major initiatives status to CEO and department heads on a monthly basis

• Coordinate and analyze qualitative and quantitative consumer research

• Work with sales group to capitalize on market opportunities and provide syndicated data analysis in an easy-to-understand visual presentation for buy-in at retail

• Innovate products and implement concept testing to understand likelihood of success before significant investments are made in order to minimize risk

• Present data, tactics and initiatives to national sales team at annual Sales and Marketing Meeting

• Integrated Bar-S legacy team with A Sigma Company team during merger

Brand Manager

• Coordinated retailer promotion support

• Provided art direction for all aspects of creative process including graphic design and photography

• Assisted with presentation materials for top level management

• Developed internal communication content for company-wide distribution

• Managed all aspects of social media including day-to-day management and overall strategy

Brand Marketing Specialist

• Launched company’s first social media platform, which has since become a major company objective

• Managed internal marketing projects for department head

• Designed digital, display, point-of-sale and print advertising

• Coordinated company-wide annual sales meetings

• Produced and edited video and audio communications

Marketing Project Coordinator

• Assisted clients in trading of mutual funds

• Provided guidelines and restrictions to clients for buying and selling within different account types

• Coached new hires on finding and understanding mutual fund rules and regulations

Anthony Nguyen