JILL GROGAN
Bellingham,MA
Summary
Experienced marketing professional with expertise in traditional and digital channels, field marketing, partnerships, and PR. Skilled in strategic thinking and hands-on execution, excelling at understanding the big picture while immersing in finer details. Effective communicator to diverse audiences within and outside the organization, known for inspiring trust and embodying company culture. Fosters open dialogue, creating a collaborative environment that celebrates successes.
Overview
28
28
years of professional experience
Work History
Vice President of Marketing
New England Authentic Eats - Papa Gino's & D'Angelo Grilled Sandwiches
03.2017 - 08.2024
- Reported to the Chief Marketing Officer while developing and implementing the overall marketing strategy for two New England brands as well as co-branded locations
- Lead the marketing team across eCommerce, performance marketing, social media, analytics, public relations and loyalty
- Developed and led a team of direct reports: Senior Director of Marketing, Communications and Partnership Manager, CRM Manager and Local Restaurant Marketing Specialists
- Oversight of multiple technology partners, media agencies and strategic partners
- Played a pivotal role in the development and launch of new websites and mobile apps, driving project success in an expedited time frame
- In 2023/2024 onboarded new SEO partner, new SMS partner, new AOR, new eCommerce platforms, new guest research partner
- Text database growth of 43% at Papa Gino's since move/64% at D'Angelo since move
- Email database growth of 4% since move to new SMS partner
- "Overall Equity" (familiarity, momentum, consideration, quality) saw 76% increase in market where we dialed up media vs pre-period
- Continually increased online ordering and 3rd Party sales YoY
- Continually used guest feedback, market data and competitive analysis to inform marketing strategies including pricing, new products and promotions
- Responsible for building the Brand Guidelines (3 concepts) and ensuring consistency across all channels including in-restaurant materials, websites, app, email, SMS, restaurant decor and LRM materials
- Led the development and execution of digital strategies including SEO, SEM, social media, content marketing, email marketing to drive traffic, engagement and conversion
- Oversaw performance marketing campaigns and optimized guest acquisition and continually utilizing data driven insights to improve campaign effectiveness
- Oversight of the email new guest journey and lapsed guest journey including managing all creative
- Papa Gino's email database growth +18% over past 2 years
- D'Angelo email database growth +11% over past 2 years
- Drove A/B testing in both email and text platforms to drive efficiencies and drive conversions (including writing copy)
- Open Rates increased by 2.5% over past 12 month
- Papa Gino's text database growth of 147% over past 2 years
- Built and successfully managed both brand's marketing budgets (+3M), ensuring that resources were allocated efficiently across brand wide efforts and market specific efforts to maximize ROI
- Consistently tracking and reporting on key performance insights and adjusting strategies and tactics to ensure marketing effectiveness
- Led the team to align our efforts with product launches to ensure successful go-to-market execution
- Latest success stories include: Paparoni Pizza, Rustic Crust, Papa Melts, Mike's Hot Honey & Pepperoni Pizza - all of these products performed higher than goal and help build check and category growth
- Worked closely with the Operations Team on all efforts to ensure we had a unified approach to market positioning, rollouts, tests and programs
- Key member of New Restaurant team for all Co-Branded location remodels
- +20% average sales increase in past 6 locations converted
- Championed the adoption of new digital advertising platforms that enhanced online visibility while reducing cost-per-click expenses.
- Launched successful influencer partnerships as part of an ongoing strategy to leverage third-party credibility for brand promotion.
- Developed a data-driven approach to marketing decision-making by implementing advanced analytics tools and processes.
- Developed and implemented targeted digital strategy to improve business performance.
Director & Senior Director of Marketing
New England Authentic Eats - Papa Gino's & D'Angelo Grilled Sandwiches
01.2008 - 02.2017
- Reported to the CEO, VP of Strategy and CMO while managing a team that touched all marketing efforts across two brands
- Developed and led the following team: Marketing Services Manager, Field Marketing Manager, Field Marketing Specialists, Marketing Coordinator
- Key part of the team that built out the annual marketing plan for Papa Gino's & D'Angelo
- Responsible for building out monthly calendars including email, text, social media and all paid media efforts
- Helped build the annual marketing budgets and met with CFO and Accounting team every month to ensure alignment
- Part of the Go To Market Team that ensured all new products rolled into the field as planned and closely monitored and shared results
- Key member of the New Restaurant Team that worked with The Mosely Group to update the D'Angelo and Papa Gino's restaurant look/flow
- Worked with Marianne Sabella on PR communications for all "new news" including Fire Safety efforts, new restaurant openings and new hires
- Continued to oversee the Field Marketing Team and keep all our "tools" updated to optimize opportunities and success
- Worked with Lisa Brown on all guest research including multiple focus groups and guest intercepts
- Part of the Beer & Wine team that re-introduced these options in a number of Papa Gino's locations
- Negotiated contract with New England Patriots and Revolution, Red Sox, Dunkin Donuts Center and other New England partners and managed all programs and rights related to these partnerships
Field Marketing Specialist
New England Authentic Eats - Papa Gino's & D'Angelo Grilled Sandwiches
06.2002 - 01.2008
- Responsible for all community-driven, local marketing activities and efforts
- Completely updated the LRM Handbook to be more user friendly for the Operations team and rolled the manual out in regional meetings
- Successfully managed grand opening and remodel events including direct mail, press releases, flyers, doorhangers; created a "party" to welcome new guests with a ribbon cutting, prizes and mascot visits
- Found and implemented New Mover programs to select locations
- Continued communication with the Operations team to help get them excited about being part of their community and teach them the benefits of taking our chainwide programs and adding a local spin to them
Marketing Services Manager
New England Authentic Eats - Papa Gino's & D'Angelo Grilled Sandwiches
01.1999 - 06.2002
- Reported to the Director of Marketing while managing chainwide programs for company and franchised locations
- Supervised our Field Marketing Team
- Communicated all marketing programs to field through monthly marketing calendars, guides and emails for over 200 locations
- Assisted in development of annual marketing calendars
- Supplied company and franchised locations with necessary merchandising and marketing materials
- Worked with ad agency and other partners to develop and execute marketing programs
- Worked internally and with outside partners to ensure all website information was current
- Worked with outside sales and promotional companies to provide fulfillment of contests and promotions
- Coordinated all premiums for kid's meals
- Acted as project leader for all test products
- Attended and presented in yearly franchise Operations meetings
- Oversaw the internal print shop
- Coded all invoices and worked with Accounting Team to manage budgets
- Point person working with franchisees and licensees on all marketing programs - including Grand Openings
- Part of the Ad Committee with franchisees and presented in quarterly meetings
Food Service Sales Coordinator
Papa Gino's
12.1996 - 01.1999
- Developed an in-restaurant system for tracking all corporate accounts.
- Developed monthly marketing promotions for all school accounts
- Coordinated all corporate and school account orders with local Papa Gino's
- Coordinated the hotel/motel LRM program
- Worked with Accounts Receivable on all direct billing customers
Education
Bachelor of Science - Marketing Concentration
Bridgewater State College
Bridgewater, MA05-1995
Skills
- Brand Planning & Strategy
- Digital Media Strategy/Management
- Traditional Media Strategy/Management
- Ecommerce/App Creation & Management
- Loyalty/Reward Programs
- LRM Planning/Management
- SEO Management
- Social Media Strategy
- Cause Marketing Partnerships
- Creative Strategy & Management
- Email Marketing
- 3rd Party Platforms
- SMS Marketing
- Budgeting & Marketing Analytics
- Agency Selection/Management
- Franchise Relations
- Culture Leader & Builder
- Public Relations
- Influencer/Content Creators
- Gift Card & eGift Card Management
Key Partners/Vendors
- HubSpot
- Paytronix
- Mobivity
- Attentive
- LunchBox
- Olo
- Vigor
- RRT
- EzCater
- Jimmy Fund
- Pepsi
- Marketing Doctor
- Full Contact
- Engage Media
- The Castle Group
- Hannaford Dumas
- The Harris Poll
- Yext
- Rio SEO
- DoorDash
- Uber Eats
- Grubhub
- New England Patriots & Revolution
- Boston Red Sox
- Dunkin Donuts Center
- Southwick's Zoo
- Witch's Woods
- Adrenaline Sports
- Incomm & Blackhawk
- CashStar
- Mosely Group
- VGS
Timeline
Vice President of Marketing
New England Authentic Eats - Papa Gino's & D'Angelo Grilled Sandwiches
03.2017 - 08.2024
Director & Senior Director of Marketing
New England Authentic Eats - Papa Gino's & D'Angelo Grilled Sandwiches
01.2008 - 02.2017
Field Marketing Specialist
New England Authentic Eats - Papa Gino's & D'Angelo Grilled Sandwiches
06.2002 - 01.2008
Marketing Services Manager
New England Authentic Eats - Papa Gino's & D'Angelo Grilled Sandwiches
01.1999 - 06.2002
Food Service Sales Coordinator
Papa Gino's
12.1996 - 01.1999
Bachelor of Science - Marketing Concentration
Bridgewater State College
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