Lance Vannerson
Kansas City,United States
Summary
Results-driven Marketing Executive with extensive experience in leading omnichannel strategies for advertising agencies and global brands. Expertise in data analysis and leveraging research to create innovative marketing campaigns that enhance revenue across digital, social, and traditional channels. Proven ability to drive sales growth and foster strong client relationships while collaborating cross-functionally to meet organizational objectives.
Overview
24
24
years of professional experience
Work History
Vice President of Marketing and Culinary
Lunchtime Solutions
08.2025 - Current
- Lead a cross-functional team of four overseeing menu strategy, marketing initiatives, and business development
- Directed comprehensive marketing strategies to redefine target audiences, sharpen messaging, and increase brand visibility and engagement
- Rebuilt the company’s menu and marketing development processes, driving food cost reductions and improved operational efficiency
- Analyzed market trends and consumer insights with limited data to inform strategic decision-making and influence key stakeholders
- Developed and executed multi-channel marketing strategies that strengthened brand presence and customer engagement
Director of Marketing
The Coca-Cola Company
12.2017 - 07.2024
- Drove organic sales growth through strategic marketing initiatives for SONIC Drive-In.
- Led a team of 6, ensuring marketing strategies executed successfully and efficiently.
- Increased annual operating income by securing new beverage categories at SONIC.
- Developed a multi-year strategic communications framework from custom research studies.
- Implemented employee engagement program, improving operational metrics by over 50%.
- Boosted category growth and organic sales through strategic marketing for Jimmy John's.
- Managed SONIC account P&L, consistently exceeding volume and income goals annually.
Senior Customer Marketing Manager
The Coca-Cola Company
10.2015 - 12.2017
- Led regional foodservice customer sales team as marketing leader and business advisor
- Defined needs of key customers across multiple segments including QSR, CDR, Fast Casual, Convenience, Gaming, and Movie Theaters
- Utilized data-driven insights to identify and capitalize on new category opportunities
- Developed and executed world class marketing plans to drive expansion within key customer accounts
- Leveraged media landscape for effective campaign execution
- Navigated Coca-Cola system to identify relevant resources and support customer growth
- Developed, executed, and tracked performance of marketing programs and sales efforts
Sr. Customer Marketing Manager
PepsiCo
10.2012 - 10.2015
- Spearheaded a marketing team of 3 direct reports, fostering collaboration with sales and key constituents to drive success on behalf of PepsiCo with two key customers: Applebee's & IHOP
- Developed and secured C-suite level buy-in for a strategic partnership framework to support PepsiCo's 3-year product innovation and growth activation plans for Applebee's and IHOP
- Collaborated across functions with internal PepsiCo stakeholders and external customer teams to ideate beverage and branded food innovations
- Launched strategic marketing activation programs to expedite PepsiCo innovation launches and customer marketing plans through TV, Digital/Social media, events, and in-restaurant activities
- Achieved substantial beverage sales growth by leveraging deep market insights, and developing, executing, and presenting effective solutions.
Brand Manager
Sara Lee
03.2008 - 10.2012
- Successfully optimized a $40M brand budget, managed P&L responsibilities, and led creative development across 6 partnering advertising agencies to ensure flawless branding execution
- Directed and managed a complete brand relaunch of Ball Park Hot Dogs & Sara Lee Deli meats, including development, approval of colors and palette, and all new communications launch support
- Initiated first-ever digital coupon efforts in Sara Lee's history for multiple brands, resulting in strong redemption rates, improved consumer reach, and increased ad spend efficiency
- Developed and refined the initial strategy and launch of a social media outreach campaign via Facebook pages for Ball Park and Sara Lee Deli
- Created targeted consumer advertising strategy and shopper promotions with high conversion rates.
Associate Director of Marketing
Applebee's International
03.2004 - 03.2008
- Led national marketing strategy, fostering innovation in product development and advertising campaigns to elevate brand visibility
- Developed and tested new products and national advertising campaigns, collaborating cross-functionally to secure buy-in from key franchises
- Oversaw all facets of the food innovation pipeline, including cost analysis, operational considerations, and sales projections
- Orchestrated Weight Watchers partnership strategy and menu development program, guiding it from concept to successful launch
- Collaborated with corporate and franchise restaurants to identify strategic requirements and implement tailored marketing initiatives to achieve goals.
Account Supervisor
TracyLocke
01.2002 - 12.2004
- Led ad agency teams in developing advertising and marketing strategies for Pepsi-Cola within the Applebee's account
- Collaborated with partners to define Pepsi's Casual Dine Restaurant beverage strategy aimed at maximizing soft drink incidence and driving bar sales at Applebee's
- Successfully sold a national daypart program strategy to increase Pepsi incidence, resulting in a 400% increase from 11/02 to 12/03
- Conducted analysis and presented secondary research to Applebee's marketing team using NPD, SPECTRA, Technomic, and proprietary data to showcase consumer, industry, and category trends.
Education
MBA - Marketing
University of Kansas - Graduate School of Business
Bachelor's degree - Psychology
The University of Kansas
Skills
- Team leadership
Relationship building
Decision-making
Critical thinking
Menu and culinary analysis
Marketing excellence
Influencing at all levels of organizations
Timeline
Vice President of Marketing and Culinary
Lunchtime Solutions
08.2025 - Current
Director of Marketing
The Coca-Cola Company
12.2017 - 07.2024
Senior Customer Marketing Manager
The Coca-Cola Company
10.2015 - 12.2017
Sr. Customer Marketing Manager
PepsiCo
10.2012 - 10.2015
Brand Manager
Sara Lee
03.2008 - 10.2012
Associate Director of Marketing
Applebee's International
03.2004 - 03.2008
Account Supervisor
TracyLocke
01.2002 - 12.2004
Bachelor's degree - Psychology
The University of Kansas
MBA - Marketing
University of Kansas - Graduate School of Business