Kimberly Shaw

Brand champion for the development of marketing objectives to support brand strategies and business goals, to address specific consumer and franchisee needs, while increasing awareness of this loved smoothie brand.

• Spearheaded the creation and implementation of the annual marketing and product launch calendar, adhering to Go-To-Market processes and timelines.
• Facilitated cross-departmental efforts with brand, culinary, operations, training, supply chain, analytics, IT, finance, legal, and creative to successfully introduce new product innovations.
• Aligned stakeholders by translating consumer insights, industry trends, and competitive intel into strategic product management initiatives, including market tests, menu optimizations, pricing, forecasting, packaging, positioning, and messaging.
• Briefed and authorized creative assets and content planning across digital, in-store, loyalty, PR, paid media, and social platforms.
• Developed and distributed marketing collateral and training capabilities to support the successful implementation and execution of menu and product launches.
• Analyzed and reported ongoing product performance, post-promotion results, and learnings across multiple channels for future implications and optimizations.
• Cultivated and sustained external vendor relationships to ensure quality, cost efficiency, timeliness, and responsiveness.

Marketing manager of this sports bar and restaurant brand leading the strategic approach and daily execution of menu rollouts and promotional campaigns at the company and local restaurant level.

• Developed strategies and designed collateral for food, beverage, sports, and seasonal campaigns, enhancing brand visibility and offerings.
• Cultivated robust collaborations with creative services, public relations, media resources, and third-party vendors to enhance revenue growth, product positioning, and brand awareness.
• Collaborated with the culinary team, operations, and training to develop and launch new products.
• Promoted beer education and exploration through the benefits and rewards of Taco Mac’s loyalty program, Brewniversity, by designing and messaging promotional materials.
• Served as marketing department representative on cross-functional Leadership Team.

Clients included The Coker Group, FaithBridge Foster Care, Rejuvenate Hope, Randstad, XBInsight, Arise Partners, and CP Kelco.

• Spearheaded social media initiatives, curated engaging content, and enhanced website functionality.
• Researched industry topics to create compelling presentation materials and collateral.
• Authored and published a variety of written content, ranging from blogs to case studies.

Marketing expert for a charitable arm of Jackson Healthcare, responsible for developing and implementing integrated sales plans and materials for the recruitment, onboarding, and retention of foster families, volunteers, church partners, and donors.

• Managed the strategic and media planning of Georgia Operations, encompassing internal and external communication, event planning, fundraising, program development, campaigning, technology, and training.
• Drove multi-tiered marketing campaigns and partnerships in the areas of print collateral, script writing, video production, and web design, such as a WR1M campaign with Family Christian.
• Launched Encounter FaithBridge, an accessible and expeditious online option for completing the required orientation training for both foster families and volunteers.

The department head is leading the strategic planning, marketing, and sales development initiatives for a 30+ year healthcare consulting firm.

• Supervised the publishing activities, from proposal initiation to publisher contact, and content preparation.
• Revitalized the company's digital presence and marketing materials, featuring a service-focused and client-success Impact Video.
• Amplified lead generation efforts by securing speaking and training engagements at industry conferences, like HIMSS, HFMA, and MGMA.

Marketing lead directing creative development reflective of brand positioning through point-of-purchase materials, and tracking of product mix across promotions and volume shifts.

• Oversaw engineering processes for point-of-purchase materials, optimizing profitability and customer engagement.
• Collaborated with senior management, unit managers, vendors, and agencies for improved marketing operations.
• Performed in-depth consumer research to derive actionable insights and identify marketing opportunities.
• Spearheaded internal communication and training for all quarterly, seasonal, and holiday promotions.
• Implemented DMA plans, analyzing media buy effectiveness, and sponsorship performance.