Summary
Overview
Work History
Education
Skills
Timeline
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Hali Finlay

Hali Finlay

Chicago,IL

Summary

Marketing professional with nine years of experience in fast-paced, startup-style environments. Skilled in blending consumer understanding with analytics to drive data-informed decisions and uncover insights. Known for a collaborative, can-do attitude, and for making work enjoyable. Seeking an analytical marketing role in market research, business analytics, or campaign management that combines expertise in marketing, data, and consumer understanding to deliver meaningful impact.

Overview

8
8
years of professional experience

Work History

Senior Marketing Manager

Driven Brands
Chicago, IL
03.2024 - Current
  • Leverage Marketing Mix Model (MMM) data for the enhancement of marketing plans aimed at maximizing ROI.
  • Manage a multimillion-dollar annual advertising budget, on track for 99.5% accuracy.
  • Managed influencer strategy and execution for the company’s first movie partnership, resulting in 3.37M organic impressions and elevated brand visibility.
  • Spearhead the national rollout of the appointment offering, driving a 30.5% increase in booked appointments since May 2024.
  • Oversee the national launch of an enhanced diesel service, resulting in a 14.1% increase in diesel vehicles serviced since March 2024.

Brand Manager

Driven Brands
Chicago, IL
02.2021 - 02.2024
  • Implemented four systemwide price changes, resulting in a 30% average gross ticket increase by updating point-of-sale (POS) and in-center menu boards across 700 locations.
  • Oversaw a $4.4 million project to update 400 storefronts in line with brand standards.
  • Present weekly reports to leadership on digital campaign performance, providing recommendations for optimizations to increase in-store visits.
  • Spearhead relationships with multiple creative and media partners to maintain consistent messaging, brand standards, and strategies across all marketing channels.

Field Marketing Coordinator

Driven Brands
Charlotte, NC
07.2019 - 01.2021
  • Generated approximately $4.3M in additional EBITDA and attracted over 116K incremental oil change visits from May to December 2020 through the execution of national, monthly email marketing campaigns.
  • Developed strategic grand opening plans for approximately 100 new shops, monitoring performance, disseminating results to field leaders, and formulating action plans for underperforming locations.
  • Implemented and maintained updates for an interactive voice response (IVR) system, ensuring uniformity across all shops.
  • Effectively managed the relationship with the print production and warehousing vendor, guaranteeing optimal inventory levels of marketing and operational items.
  • Sustained accuracy by maintaining all discounts within the point of sale (POS) system across all shops.

Digital Program Specialist

BrandMuscle
Cleveland, OH
03.2018 - 06.2019
  • Oversaw the digital strategy for a leading insurance provider, handling an annual media spend exceeding $3MM

Local Marketing Consultant

BrandMuscle
Cleveland, OH
04.2017 - 02.2018
  • Coordinated local promotional events and media campaigns for dealers affiliated with one of the world's largest telecommunications companies

Education

BBA - Integrated Marketing Communications (IMC)

The University of Akron

Skills

  • Brand Strategy
  • Budget Management
  • Market Research
  • Campaign Analytics
  • Digital Marketing Strategy
  • Data-Driven Decision Making
  • Project Management
  • Cross-Functional Collaboration
  • Relationship Building

Timeline

Senior Marketing Manager

Driven Brands
03.2024 - Current

Brand Manager

Driven Brands
02.2021 - 02.2024

Field Marketing Coordinator

Driven Brands
07.2019 - 01.2021

Digital Program Specialist

BrandMuscle
03.2018 - 06.2019

Local Marketing Consultant

BrandMuscle
04.2017 - 02.2018

BBA - Integrated Marketing Communications (IMC)

The University of Akron

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