Virginia Tech - Pamplin College of Business

Chief Branding Officer at Exer More Than Urgent Care

Devour

Chief Marketing Officer

• Led MINA Group to be a more cohesive & proactive parent company and to strategically focus on 5 key restaurant concepts and founder legacy — all while advancing its portfolio brands and industry-leading operations.

• Shored up the underlying brand strategy for the steakhouse brands - StripSteak and Bourbon Steak - to ensure stronger market differentiation and audience relevance.

• Created three new brand-forward restaurant concepts - Orla, Mediterranean by Michael Mina; Arcana; and Lunara - from the ground up, that apply MINA-grade hospitality, are relevant for today's consumer, and that are scalable.

• Created brand books, social media guidelines, new collateral package and digital touchpoints to support all aforementioned new brands that will be opening in 2024.

• Developed marketing calendars in partnership with Operations to drive guest traffic and brand awareness across the portfolio, leveraging any efficiencies by market or concept. 

• Partnered with 20+ hotel and retail partners to prioritize MINA Group and leverage 'boots on the ground' marketing and PR teams to drive covers and sales.

• Supported all new openings (Sorelle in Charleston, NC; The Ridge Club in Washington, DC) and led all pre-opening marketing and PR activity for 6 upcoming openings.

MINA Group

SVP, Chief Marketing Officer

As Chief Brand Champion, I was responsible for leading brand strategy and developing a unique brand platform that drove value, culture, innovation, and growth throughout the enterprise while providing a differentiated value proposition to consumers within the retail healthcare space. Reinforced the shift of looking at the business through a consumer lens versus solely a patient lens. 

Expanded into Orange County for a total of 27 locations. Defined Exer's brand purpose, updated the brand identity, developed a new website, and created a more cohesive and consistent consumer experience across all clinics. I was part of a transformative Executive team that led with empathy and resilience during the pandemic, all with the sole purpose of healing patients, strengthening communities and advancing healthcare.

COVID accelerated a customer-centric, digital-first approach to the Exer experience by adding key digital touchpoints for safety and convenience. Marketed and supported the launch of:
• A new telemedicine solution
• A patient portal and online patient registration
• A virtual line and reservations for asymptomatic COVID testing
• Inbound and outbound call center

Comparative digital marketing metrics 2020 vs. 2019:
• Delivered to over 2x the number of emails YoY while doubling opens, clicks, CTR
• Increased monthly impressions 5x on Facebook, and added Instagram, Twitter and YouTube
• Paid social delivered a 19.02% CR vs. 7.84% in 2019
• Paid search delivered a 15.29% CR vs. 2.00% in 2019
• 531% increase in web sessions and 484% increase in new users and 636% increase in pageviews

Exer Urgent Care

Chief Brand Officer

•  Led Veggie Grill to chart the course and lead a cultural conversation that inspired all stakeholders, both internal and external, to co-create business growth and social impact together. Helped Veggie Grill lead the industry, to shape culture and to champion a veggie positive lifestyle that enhances health and well-being on the national stage. 

•  Expanded nationwide into Chicago, Boston and New York City, along with further expansion into Northern California and Los Angeles.

•  Developed the digital ecosystem by migrating to a new mobile app, two iterations of the VGRewards app (2015, 2018), new website (2016), online ordering web app (2018) and new catering program (2019) as part of an omni-channel digital strategy to increase digital guest engagement and drive incremental online transactions, convenience and loyalty.

Veggie Grill, Inc.

•. Drove significant top line sales momentum with +42% growth from 2015-2018; AUV’s saw +39% growth over same time period.

•. Completed brand strategy work. Veggie Grill was at a unique inflection point as a business and a brand in 2017. To realize the next stage of growth, the company needed to define its purpose and use it as a slingshot to lead a plant-based food movement that scaled the business and its social impact.

•. Developed a new visual identity to drive more relevance and a longer runway for growth as Veggie Grill expanded into new markets.

Senior Vice President of Marketing

Responsible for driving awareness and trial, delivering on the brand promise, and developing marketing strategies that drive positive comp sales growth. 

•. Spearheaded Veggie Grill's efforts and initiatives in guest intelligence, retention, and loyalty. 
•. Partnered with operations and culinary leadership on guest service, recipe innovation, menu engineering  and marketing promotions. 
•  Developed a marketing team to scale and grow into a nationwide premium fast casual brand that owns 'veggie.'

Vice President of Marketing

Skills: Search Engine Optimization (SEO) · Google Analytics · Digital Marketing

Patina Restaurant Group

Drove portfolio marketing strategies that delivered on brand promise, guest experience and profitable growth.  Directed and led the marketing strategy and execution for the West Coast, including almost 30 multi-concept units ranging from Michelin-star recipient Patina Restaurant to landmark location Walt Disney Concert Hall to the iconic Hollywood Bowl and world-class Los Angeles County Museum of Art (LACMA).

•. Directed the development of effective, data-driven multi-channel marketing and PR plans that drove revenue and grew market share while stimulating trial and guest loyalty in partnership with operations. 
•. Developed regional, local and other seasonal/trend campaigns and events to drive awareness and incremental revenue.
•. Created marketing partnerships and identifed promotional opportunities that extended reach and drove loyalty initiatives.
•. Extended brand value and marketing support for Patina Wedding and Patina Catering, including the Emmy® Awards Governors Ball.
•. Oversaw client relationships for cultural, entertainment, and B&I accounts.
•. Directed all creative and production for both print and digital initiatives.
•. Supported new openings and business development, including all RFP's.

Director of Marketing

Provided strategic and tactical marketing support to cost-effectively maximize hotel revenue performance.  Repositioned and leveraged renovated hotels through a formulaic sales, revenue management and marketing process that drove an immediate return.  Developed a strong relationship with ownership and key stakeholders on property to effectively execute marketing support. Clients included: New Sheridan Hotel in Telluride, CO; Crescent Hotel in Beverly Hills, CA.

Panetiere Marketing Advisors

Marketing Consultant

I was recruited to work at Carmel Valley Ranch on a project basis by John Pritzker, Founder of Geolo Capital.  After an extensive renovation, I provided interim marketing support to help re-launch the rebranded and repositioned property.  Complete with a new restaurant, spa, gift shop, recreational facilities, programming and activities, I developed a marketing framework and foundation for The Ranch to build upon.  Key items included a new website at carmelvalleyranch.com, guest experience collateral, room packages, marketing partners and relationships, sales support, and public relations.  This was all completed in tandem with the marketing strategy and direction for The Ranch.

Joie de Vivre Hospitality

Director of Marketing, Carmel Valley Ranch (Interim)

Responsible for driving the strategic marketing and public relation efforts for properties and restaurants in the Southwest Region including Hotel Angeleno in Brentwood, Hotel Erwin in Venice, Custom Hotel near LAX, Shorebreak Hotel in Huntington Beach, Pacific Edge Hotel in Laguna Beach, and The Saguaro Hotel in Scottsdale, Arizona.  Developed and implemented initiatives that drove brand awareness and increased hotel market share by providing cohesive direction to deliver superior results in top-line performance. Serving as an extension of the corporate office, I liaised with the General Managers to direct the branding, communications and integrated marketing platforms including digital and social media for each property and the region as a whole.  Oversaw the re-launch checklist and marketing activities for new, re-concepted and renovated properties and restaurants.

Regional Director of Marketing, SoCal & Southwest

Opened the Hotel Maya and Fuego Restaurant in Long Beach through an extensive opening marketing strategy that drove group and catering sales and transient room nights while achieving RevPar and ADR goals. Developed extensive cultural and media partnerships throughout the community. Once stabilized, I was promoted to Regional Marketing Director for Southern California.

Responsible for managing and executing tactical branded programs designed to grow brand awareness, communicate the brand mission to guests and internal teams and drive revenue to the hotels.  Developed the global brand strategy which encompassed all online and offline advertising, e-communications, search engine marketing, branded packages, partnerships and promotions, customer loyalty initiatives with Hilton HHonors, and leveraging the marketing opportunities through Hilton Family activities.

Waldorf Astoria Hotels & Resorts

Global Brand Marketing Manager, Waldorf Astoria & Waldorf Astoria Collection

Managed and supported all marketing efforts including brand and property programming, revenue generation and sales strategies for W San Diego.  This included creating marketing plans that achieved the goals related to the ideal market mix, pricing, direct sales, programming and brand marketing efforts.  The goal was to drive revenue in all customer segments.  The position was accountable for the implementation of Brand programming, public relations, packages and practices including the successful execution of special events and promotional programs for the spa, bars and restaurant.

Leah Smith