Lance Vannerson
Kansas City,United States
Summary
Experienced marketing executive with a proven track record of success in leading omnichannel marketing strategies for advertising agencies and major global brands. Known for driving sales growth, building strong client relationships, and collaborating effectively across departments to achieve objectives. Skilled in leveraging qualitative and quantitative research to develop innovative marketing campaigns that maximize revenue across digital, social, and traditional channels. Adept at influencing decision-makers at all levels of the organization.
Overview
24
24
years of professional experience
Work History
Vice President-Marketing & Culinary
Lunchtime Solutions
08.2025 - Current
- Leading a team of 4 focused on menu strategy, marketing initiatives & business development
- Direct comprehensive marketing strategies to enhance brand visibility and engagement re-defining "consumer" targets and approach to messaging
- Re-built the marketing and menu strategies for the company streamlining the development process and leading to food cost reduction and increased operational excellence
- Analyzing market trends and consumer insights with limited access to data to inform strategic decision-making and influence key stakeholders to drive change
Director of Marketing
The Coca-Cola Company
12.2017 - 07.2024
- Spearheaded marketing initiatives as account lead for SONIC Drive-In, cultivating strong relationships and driving organic sales growth
- Managed a team of 6 direct reports, ensuring successful execution of marketing strategies
- Secured new beverage categories at SONIC, resulting in increases in annual operating income
- Oversaw custom research studies and developed a multi-year strategic communications framework for SONIC
- Implemented a national employee engagement program at SONIC, resulting in a +50% increase in key operational metrics
- Led marketing efforts for Jimmy John's, driving new category growth and organic sales increases
- Managed P&L for the SONIC account team, consistently surpassing volume and operating income goals each year.
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-Marketing & 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