Stanford University

University of California, Berkeley

Santana HS

Renaissance Entrepreneurship Center

Helping retail and local business owners get more sales with Facebook ads, digital marketing & conversational / messenger marketing.  -  advertising  -  digital marketing  -  sales  -  cash flow  -  leads  -  loyalty

"Marketing is the generous act of helping someone solve a problem.  Their problem."

Generosity - Santa Fe

Freelance Marketing Manager

I help local businesses turn neighbors into new customers to help you grow sales, grow profits and grow cash flow by using Local Store Marketing tactics such as retail sales promotions, guerrilla marketing, and internet marketing.  Let me heelp you strenthen your weak marketing so you can enjoy the success of being a business owner.  

Call or text me to schdule a 20 minute coffee meeting to discuss your marketing needs (415) 407-8345 or visit my website to see what types of marketing programs I can create for you: http://www.garyasanchez.com/local-store-marketing-services

Queso & Cheese Marketing

* Improved infomercial and television advertising by increasing emphasis of consumer benefits in messaging;
* Launched company blog using Hubspot system and increased website traffic +25% (up from +15% previous year);
* Spearheaded testing of advertising alternatives to more expensive mass media:
> Tested Google AdWords and FaceBook ads as part of a market based digital marketing test;
> Tested newspaper advertising;
> Tested mobile advertising;
* Relaunched Franchise Sales portion of website to increase time on site and inquiries from potential new franchise buyers;
* Developed overall company marketing strategy to set foundation for needed changes.

Good Feet Worldwide

Director of Marketing

* Planning - Developed marketing plans and programs for three brands, wrote all marketing communications and developed retail collateral to help company grow sales +27% vs. prior period +12% at comp stores;
*  Strategy –  Increased focus on corporate sales channel by launching new programs to acquire and retain gift-giving accounts. Programs helped grow critical holiday business gift sales by +39%;
*  Promotions – Increased email frequency and effectiveness to grow promoted collection sales +78% online.  Launched first promotions calendar at Glace and introduced a new chocolate holiday at CocoaBella.  Launched bi-weekly promotion calendar at CocoaBella which will drive social media and content calendar;
* Project Management - Launched new products for each chocolate holiday and introduced 2 new permanent products.  Managed process from product photography and online availability, to writing and distributing press releases, email marketing campaigns, sales staff training and in-store signs and merchandising
*  Project management – Increased number of active rewards card participants +45% in 6-months by relaunching program with more benefits and creating staff training to more actively enroll customers.

CocoaBella, LLC

Marketing Director

* Innovation - Guided a MBA consultant team of 21 members through an innovation framework and discovery process to help it generate an extensive list of potential breakthrough and game-changing business opportunities for a Fortune-500 financial services company client;
* Project Management - Used structured processes designed to generate hundreds of ideas, and helped the team organize identify the largest opportunities and to develop action-based recommendations to client.

Haas School of Business, UC Berkeley

Facilitator & Project Manager, Haas @ Work

* Project Management - Led a pro bono team of creative professionals to develop three brochures for Renaissance Entrepreneurship Center.  Created and managed project time line, kept project in scope, facilitated communications between client and team and ensured the final product was on strategy and high quality.

Taproot Foundation

Project Manager

* Strategy - Developing channel strategy and plans to expand distribution for online food company in the retail channel, corporate events and through key partnerships;
* Brand positioning - Led employees through processes to identify organization’s key differences and helped them create stronger marketing message to increase revenue;
* Planning - Wrote business plan for new youth services non-profit in East Palo  Alto to improve fundraising opportunities;
* Project management - Planned and implemented focus groups for retailer to identify new packaging preferences among segmented target groups.  Led site selection process, selection of recruiting criteria and development of moderator guide.  Results were used to select new retail packaging;

Gary A. Sanchez Marketing

Freelance Marketing Consultant

* Planning - Led development of annual marketing plans and programs to help company grow from 250 to 630 stores, and revenue from $35 million to $120 million; 
* Project management - Built marketing department from scratch, hired three team members, and created first ever quarterly promotion calendar.  Led an evaluation of brand asset management systems, and selected and implemented best option to standardize the delivery of branded materials to Franchisees.  System was critical to improve the branding consistency across locations.;
*  Marketing Strategy – Revised marketing strategy from B2C to B2B, to target high value small office / home office toner users.  Implemented new tactics appropriate for target such as direct mail, email marketing, new marketing collateral and sales training;
*  Promotions & Public Relations – Developed company’s first quarterly promotion calendar which resulted in increasing revenue +31% during “Plant a Tree, Not a Cartridge” event.  Promotion was a partnership with the National Arbor Day Foundation which generated extensive national and trade press coverage;
*  Website – Increased website sessions by +829% through site redesign and relaunch, Google AdWords marketing, and cross channel advertising;
*  Marketing Collateral – Developed wide range of collateral including sales presentations, brochures, print ads, newspaper “sticky note” ads, promotional posters and grassroot tactics such as flyers and stickers.

Cartridge World

* Planning - Wrote business plan and secured $50,000 in equity from individual investors and secured $105,000 SBA startup loan to finance equipment and working capital on merits of business plan;
* Brand Positioning - Created the name and positioning (great food * fresh & local ingredients * easy & fun) based on competitive assessment and primary research among target customers;
* Project Management - Led creative agency in the development of company logo, identity, and all style guide elements for use in developing marketing collateral.  Led chef in the development of new products and menu items to support the local ingredient sourcing strategy.

TableZest

Founder

* Planning - Developed annual marketing plans and programs for $98 million, 88 store channel.  Led development of coffee and beverage promotion calendar, new product launches, packaging & Peet’s card programs to double comp store sales growth to +4.4%;
*  Marketing Strategy – Increased revenue +$619,000 (+11% comp store sales growth vs. prior year +2%) in first 9-months by relaunching the pastry segment as ‘Peet’s Artisan Baked Goods’ with new positioning, new products, merchandising and promotions;
*  Promotions – Launched integrated theme promotion (new products, visual display & merchandise) that generated incremental sales in drinks (+$400,000) and beans (+$100,000) behind ‘Peet’s Summer Cool Down which was an iced coffee, extended-use campaign during traditional slow season;
*  Project Management – Increased revenue +$75,000 during 1-day Peet’s Card giveaway to commuters at San Francisco and East Bay BART stations.  Led, organized and project managed teams of retail staff;
* Project management - Launched first ever promotional packaging for Holiday and Anniversary Blend coffees resulting in +13% comp store growth of Holiday Blend.  Colorful coffee bean packaging is now a standard practice at Peet's.

Peet's Coffee & Tea

Retail Marketing Manager

Managed cross-functional relationship with Brand teams to identify and recommend new channel marketing opportunities, and acted as the internal voice of the retail channel. Owned the channel P&L, volume forecasting, tracking and management.

*  Project management – Led company’s expansion into the hardward category with Quickbooks Point of Sale.  Increased product distribution by +900 stores by persuading corporate Finance leadership to offer company’s first ever consignment program based on customer needs.  Recognized with REACH Award;
* Market Research - Led primary consumer research project to better understand the differences in purchase process and drivers of preference between retail and direct channels.  Findings resulted in first time use of retailer tagged print advertising, multi-brand circular advertising and co-marketed direct mail with retailers.

Intuit

Retail Channel Marketing Manager

Promoted from Product Manager.  Developed programs to increase distribution, performance and profitability at national grocery and convenience store chains.  

*  Research & Pricing  – Increased company revenue +24% (vs. targeted 10%) through market tested pricing changes. Designed in-market test, research criteria, and performed analysis of results which were used to validate and implement the changes;
* Project Management - Developed a retail pre-enrollment system and promotion to maximize customer acquisition.  Led cross functional groups and influenced retailers to implement program from scratch.  Pilot resulted in +50% increase in approvals and -30% reduction in average transaction time and costs.

Innoventry

Director of Retail Channel Marketing

Led $120 million business spanning 3 product segments.  Responsible for achieving profit and volume targets.  Managed advertising development and media spending, consumer research and all elements of brand’s product, pricing and distribution.  Managed and developed three direct reports.

* Market Research & Project Management - Led cross-functional team in accelerated timeline to conduct consumer research, develop new product positioning in quickly emerging category.  Secured $6 million capital commitment to support manufacturing requirements.

* Marketing Strategy - Developed long term vision and strategy and set the foundation for 5-year new product innovation plan for the brand portfolio. Used category gap analysis and consumer research to identify opportunities and set direction.

The Clorox Company

Brand Manager / Formula 409

Promoted from Associate Marketing Manager.  Led development of innovative trade marketing promotions resulting in spending reductions for $650 million Home Care division.  Managed and developed two direct reports.

* Market Research & Concept Testing - Pioneered the development of a multi-brand, direct mail, retail co-marketing campaign to increase retailer traffic.   Tested in-market and launched nationally, supported by a $10 million budget;

* Marketing Strategy - Secured management approval to $29 million promotion budget & plan, which reduced overall Divisional spending by $15 million and forecasted sales increases of +1.5%.

Brand Manager / Home Care Trade Marketing

Assisted in the profit and loss management of two #1 brands with $140 million and $290 million in sales.

Recommended and gained approval for price increase which resulted in ongoing profit improvement of +$2.6 million annually with no volume loss;

* New Products - Gained approval for new product launch, developed and executed comprehensive marketing programs to generate awareness and trial.  Resulted in increasing franchise share +2.0 points within 4 months of start-of-ship;  

* Marketing Strategy - Identified large Hispanic marketing opportunity based upon analysis of market research.  Gained approval to shift advertising and promotion spending against the target and led development of TV & radio ads.

* Co-Marketing Promotions - Developed and executed a Budweiser & Kingsford national co-promotion which resulted in the brand’s highest ever retail merchandising support and +25% sales increase.  Program was nominated as one of top 5 promotions in the company in 1997.

Associate Marketing Manager / Kingsford Charcoal, Pine-Sol

Assisted in the management of five product lines with $90+ million in revenue.

* Strategy and Analysis - Identified break-even profitability of two major businesses through analysis of cost structures.  Resulted in $2 million of capital expenditures to support the businesses, despite company cash flow challenges, which enabled annual volume gains of 13% and 20%;
 
* Positioning & Packaging - Gained approval for business strategy and repositioning of a regional business.  Resulted in execution of new pricing and 100% increase in research, advertising and packaging redesign budgets.

Del Monte Foods

Assistant Marketing Manager / Tomato Products

Underwrote loan financing and sold financial services to small and middle market businesses in $13 million loan portfolio.

* Sales & Relationship Management - Exceeded new business development goals by 70% in loans and 300% in deposits by generating new clients through cold calling and referral source management.

* Sales - Led cross-functional team to build new corporate relationship and secure business from competition.  Resulted in new $1 million borrowing customer.

Gary Sanchez