Drew Segal
Senior Franchise & Product Marketing Leader
Boca Raton,FL
Summary
Passionate marketing leader with extensive experience and proven success leading integrated, omnichannel marketing teams for national franchise and retail brands. Versed in creating brand strategies utilizing consumer research to differentiate from competitors, identify reasons to believe and deploy product marketing and promotions that resonate and maximize conversion across target segments. Demonstrated success establishing digital-first customer journeys to create seamless brand experiences down the purchase funnel. Strong focus on leveraging data to maximize efficiency of spend and drive key performance metrics, including acquisition, retention, sales and overall return. Driver of a culture of high performers, innovation and continuous improvement of business processes.
Overview
15
15
years of professional experience
4
4
years of post-secondary education
Work History
Sr. Director of Marketing
TBC Corporation
07.2021 - Current
- Brand leader of cross-functional team responsible for all marketing efforts for company-owned and franchise brands totaling $2.3B annual sales
- Currently presiding over national marketing for 460 Big O Tires franchises yielding YTD car count and sales increases of +3.4% and +5.7%, respectively
- Undergoing digital transformation for Big O Tires with enhancements and optimizations pacing to increase appointments booked by +23% versus previous year
- Overhauling Big O Tires CRM to better utilize customer data to drive retention, acquisition and increase average ticket; program is currently delivering 549% ROI
- Presided over marketing for 650+ Tire Kingdom and National Tire & Battery locations during period of record sales and profitability, while achieving all-time high brand health scores and reversing multi-year trend of declining customer retention
- Coordinate efforts of Marketing, Product Marketing, Operations, agencies, vendors and suppliers to implement fully-integrated, multichannel programs that achieve and exceed annual strategic objectives
- Expertise driving KPIs with digital and traditional media including website, SEM/SEO, broadcast, online video, display, retargeting, CRM, email, social, sponsorships, affiliate
Director of Marketing
TBC Corporation
03.2019 - 07.2021
- Developed new brand positioning and creative campaign for Tire Kingdom and National Tire & Battery that drove consecutive years of increased sales and traffic, despite reduction in marketing budget
- Created multimedia testing regime aimed at optimizing media mix across digital and traditional channels
- Launched digital transformation of marketing tactics, leveraging customer data and 3rd-party tools to improve targeting, attribution and loyalty/retention
- Revamped digital customer journey to reduce friction down the conversion funnel and increase scheduled appointments
- Led private label credit card program during three consecutive years of sales and membership growth
Sr. Marketing Manager
TBC Corporation
03.2017 - 03.2019
- Responsible for development and implementation of marketing strategies aimed at driving tire and service sales at 750+ Tire Kingdom and National Tire & Battery locations
- Built and mentored marketing team responsible for execution of omnichannel plan
- Enacted media mix modeling test to acquire and retain customers utilizing existing and emerging technologies in traditional/digital media and e-commerce
Franchise Marketing Manager
TBC Corporation
04.2013 - 03.2017
- Managed B2C and B2B websites for 1700+ Midas, Big O Tires and SpeeDee Oil locations
- Led cross-functional teams to implement effective digital marketing and e-commerce solutions focused on driving traffic, sales and ROI
Sr. Account Supervisor
Zimmerman Advertising
02.2010 - 01.2013
- Led account teams for agency clients, including Pep Boys, Steak 'n Shake, Florida Panthers, Sun Capital and Bike Street USA
- Oversaw development from concept through execution of Pep Boys' "Bobbleheads" campaign, yielding +4.1% YOY sales increase
Education
Bachelor of Arts -
Cornell University
Ithaca, NY 08.1996 - 08.2000
Areas of Expertise
Leadership | Integrated Marketing | Franchise Marketing | Product Marketing & Promotions | Strategy | Consumer Insights | Retail | Digital Marketing | CRM
Timeline
Sr. Director of Marketing
TBC Corporation
07.2021 - Current
Director of Marketing
TBC Corporation
03.2019 - 07.2021
Sr. Marketing Manager
TBC Corporation
03.2017 - 03.2019
Franchise Marketing Manager
TBC Corporation
04.2013 - 03.2017
Sr. Account Supervisor
Zimmerman Advertising
02.2010 - 01.2013
Bachelor of Arts -
Cornell University
08.1996 - 08.2000