OVERVIEW
Embarking on my journey at Yogen Früz as a Senior Art Director, I swiftly transitioned into the role of Creative + Marketing Director, blending creativity and strategy seamlessly. One of my initial accomplishments involved establishing an in-house creative department, complete with food photography and video capabilities, guiding projects from idea to delivered with enhanced speed-to-market, creative quality, and economic and other efficiencies.
Throughout my tenure at YF, I took on the responsibility of overseeing North American marketing operations and played a pivotal role in introducing the YF brand to diverse global markets. From Malaysia to Saudi Arabia, Greece to Brazil, I provided brand and marketing training to global master franchisees, fostering a collaborative environment from onboarding all the way through to ongoing support for day-to-day initiatives.
A highlight of my contributions was leading the development of an iOS and Android app with social media integration, a loyalty and rewards profram, and a digital wallet. The app seamlessly connected with North American point-of-sale systems, the website, our physical gift card program, and key social media channels.
MY ROLE:
• Devised CanAm marketing strategies
• Established creative tone + feel
• Led the creative for all channels (stores, OOH, digital, broadcast, social, direct mail, +++)
• Built + managed the in-house creative studio
• Conceived + launched früznation digital loyalty program
• Led dev of the yogen früz app with digital wallet + social
• Conceived + led dev of a proprietary digital menu system w/ social
• Established CanAm marketing calendars
• Directed multiple teams for product launches + events
• Minimum of 12 new CanAm product launches per year
• Oversaw several special projects + yearly activations
• Managed + mentored the in-house creative team
• Negotiated many valuable licensing deals
• Pitched and won several key partnerships
• Delivered creative presentations
• Led marketing as we grew into Malaysia, Brazil, + other markets
• Established creative tone + feel
• Led the creative for all channels (stores, OOH, digital, broadcast, social, direct mail, +++)
• Built + managed the in-house creative studio
• Conceived + launched früznation digital loyalty program
• Led dev of the yogen früz app with digital wallet + social
• Conceived + led dev of a proprietary digital menu system w/ social
• Established CanAm marketing calendars
• Directed multiple teams for product launches + events
• Minimum of 12 new CanAm product launches per year
• Oversaw several special projects + yearly activations
• Managed + mentored the in-house creative team
• Negotiated many valuable licensing deals
• Pitched and won several key partnerships
• Delivered creative presentations
• Led marketing as we grew into Malaysia, Brazil, + other markets
• Part of the executive team launched Yogurty's, opening 50+ stores in under 2 years
In addition, I initiated and guided the creation of a proprietary digital menu system with first-to-market social media integration, empowering customers to share their experiences to in-store screen, in near real-time. And yes, we built-in an obscenities filter to guard against wardrobe malfunctions 😃
Noteworthy partnerships were forged during my tenure, including collaborations with Disney/MARVEL for the Canadian launch of Captain America: The Winter Soldier, and Nintendo for the Canadian launch of Splatoon, which was a milestone game for Nintendo.
Adding to the creative accomplishments, our collaborative efforts at Yogen Früz were recognized with over 10 Summit Creative Awards, including a gold award, several silver, and bronze accolades, showcasing the dedication of our creative team.
