Michigan State University

DIRECTOR OF CREATIVE AND MARKETING CONTENT at Cracker Barrel

• Transformed Creative Department: Rebuilt the creative team from a print-only focus to a digital-first, omnichannel unit, driving integrated marketing efforts across all platforms.

• Brand Identity Leadership: Directed the evolution of the brand’s identity throughout the entire customer journey, ensuring cohesive and compelling brand experiences.

• Process and Platform Optimization: Implemented innovative processes and digital platforms to enhance marketing efficiency and drive the transition to a digital-first organization.

• Talent Development: Continuously mentored and trained staff on industry best practices, equipping them with future-proof skills to maintain a competitive edge.

• Comprehensive Marketing Oversight: Managed all marketing creative asset production, handling budgets, timelines, and quality to maximize impact and ROI.

• Strategic Marketing Planning: Key contributor to developing and executing marketing strategies that align with business KPIs and drive measurable results.

• Omnichannel Asset Management: Managed creative assets across web, CRM, CDP, digital display, social media, and traditional media, ensuring consistency and effectiveness.

• Vendor and Agency Management: Directed all external creative agencies and support vendors, overseeing contracts, budgets, and creative output to achieve strategic goals.

• RFP Leadership: Led the RFP process for selecting creative agencies and vendors, ensuring alignment with organizational objectives and budgetary constraints.

• Brand Partnerships: Oversaw the integration of brand partnerships, leveraging collaborations to enhance brand visibility and market reach.

• AI Integration: Explored and implemented AI solutions for creative content generation, driving innovation and efficiency in marketing campaigns.

Conn's HomePlus

Director of Marketing, Creative Director

• Guided business and brand development for a healthcare tech company.
• Created consistent digital customer experiences for clients
• Developed cutting-edge concepts for the nation’s leading gift card manufacturer
• Led branding for small to medium-sized clients.

Freelance

Executive Creative Director and Strategist 

• Created, inspired and led the internal creative agency that was responsible for all of Cracker Barrel’s Retail
  Marketing from creative strategy through execution.
• Drove modernization of brand’s market positioning, collaborating with leadership for alignment on growth KPIs.
• Guided Cracker Barrel’s overall brand image, ensuring it adhered to new business strategies.
• Set the operational and production budgets for the creative department.
• Ensured all creative work achieved the highest quality standards, met defined business objectives, 
  and strengthened the brand’s image across all guests’ touch points.
• Composed the company’s creative development and review processes for social, digital and brand work.
• Oversaw all of the company’s print collateral and menu production, from budgeting to vendor selection
• Was responsible for approving all of Cracker Barrel’s external agencies’ creative products.
• Oversaw all of the organization’s marketing productions and production processes, ensuring the execution of marketing plans and budgets were adhered to.
• Managed all of the company’s trademarks with internal and outside attorneys.

Cracker Barrel

DIRECTOR OF CREATIVE AND MARKETING CONTENT

• Guiding the brand's overall brand position, making sure it stays true through every piece of communication 

• Oversee all of the brand’s external communications to guests

• Develop creative that strategically grows the company’s business

• Guide and approve all marketing communications from external agency partners

• Develop, guide and implement digital content strategies

• Run the company's entire creative department, which includes: creative direction, production, staffing, budgeting, financial  planning, and compliance to brand graphic standards both internally and externally

• Direct Facebook Live broadcasts for various music artist

• Create/produce digital programs for social media channels

• Oversee media integration production for the brand

• Provide oversight of ALL print/video/film/digital production  

• Overall brand stewardship, from bathrooms to branded content, I cover it all

• Oversee all CBOCS package goods design and production

• The branding of new food items

• Monitoring of all 3rd party licensing usage

Managing Director, Creative Director

• Led creative teams on the McDonald’s business for traditional, digital, social, and activation executions.
• Led McDonald’s Sirloin Burger campaign, shooting 32 spots in one day, and launched a multi-platform digital campaign, and “first ever” traditional media flight airing a new spot almost every day.
• Defined, developed and internally marketed, the new global brand positioning for McDonald’s
• Developed digital strategic plans for McDonald’s new “lovin” campaign.
• Managed multi-agency consumer programs with client’s partner agencies. Navigating complex business relationships with opposing interests resulting in successful outcomes.
• Created the marketing campaign for the most successful new product launch in McDonald’s recent history for the Buttermilk Crispy Chicken Sandwich.
• Developed and mentored an extensive group of creative professionals in the Chicago area.
• Advised, mentored, lectured and provided portfolio reviews to students at Northwestern, Columbia, 
  Chicago Portfolio School, and The University of Illinois.

Leo Burnett

Creative Director

•	Managed multiple creative teams who developed and produced marketing campaign elements for clients including:  Capital One/Capital One Bank, Chicago Tribune, The Redeye, Metromix

• Developed and produced integrated media executions for: VW, Skittles, Capital One/Capital One Bank, State Farm, McDonald’s, Ronald McDonald’s House Charities, Bud Light, Chicago International Film Festival, The Field Museum, and Milky Way

• Ran multiple new business pitches and presentations in response to prospective clients request for proposals

• New client business acquired: JCPenney, McDonald’s, Sierra Mist Natural, Capital One Bank

• Sat on the Diversity Council at DDB. The objective of the group was to foster conversations about diversity, educate, and celebrate all different cultures.

DDB Chicago

Worked on JCPenney and The Chicago Tribune as an Associate Creative Director. Held this position for a year and a half then was promoted to Creative Director in 2007.

Associate Creative Director

Work on a variety of brands from Big G to Westin Hotels.

Michael Porritt