Matthew Martinez
Chino,CA
Summary
Marketing Executive leveraging entrepreneurial vision, branding, and advertising specialization to deliver lucrative results for rapid-growth companies. Highly effective at developing, executing and directing key improvements to enable business enhancements and growth. Identifies long-term opportunities to produce high-impact ROI and increase customer outreach with cost-centric solutions.
Overview
11
11
years of professional experience
Work History
Sr Manager Off Premise & Catering (Marketing)
El Pollo Loco, Inc
Costa Mesa, CA
11.2021 - 04.2023
- Served as a key thought-leader in the development and execution of El Pollo Loco Marketplace Delivery Business.
- Oversaw the strategy, management and execution of digital ordering platforms and delivery channels including website, app, and third-party delivery.
- Responsible for channel growth through the implementation of system, process, program, and marketing standards across owned and third-party delivery touchpoints.
- Worked closely with IT, Finance, Operations, Training, Business Intelligence, Legal, and Franchisees to develop processes and systems
- Identified initiatives to help deliver key delivery and e-commerce performance metrics.
- Continued to expand the e-commerce channel and developed best-in-class marketing and promotional campaigns.
- Worked closely with the Culinary Innovation team to build off premise led occasions.
- Facilitated customer satisfaction journeys on Curbside, Dispatch, and Marketplace Initiatives
- Developed and executed a new business plan to help relaunch the catering program.
Marketing Director
Encinal Brands
Garden Grove, CA
12.2019 - 11.2021
- Responsible for the following brands- The Buffalo Spot, Blue Burro, Mighty Birds, and TacoMasa.
- Successfully developed and implemented various social, digital, print and video marketing strategies to achieve objectives and meet goals.
- Developed and managed websites, pages, content, and materials to ensure all brands under Encinal Brands were effectively promoted to the defined target audiences.
- Developed and managed a cost to return on investment (ROI) for all promotion activities to support appropriate resource utilization, campaign proposals, and annual budget preparation.
- Managed all internal and external teams on the execution of each brand’s Social Media strategy and brands social media accounts, ads and influencer marketing.
- Drove all digital marketing tactics, which include email marketing, landing pages, SEO/SEM, paid search, banner placement, analytic tagging, mobile optimization, and social components.
- Managed agency providers, consultants, freelancers, and other suppliers, including contract negotiation and management.
- Supervised a marketing team, including hiring, training, workloads, schedules, and deadlines.
- Oversaw all websites, online ordering, and App software programs and provide analytics review.
Marketing Director-U.S. Branch Operations
Best Cheer Stone
Anaheim, CA
10.2017 - 12.2019
- Managed all Marketing initiatives in the U.S market for Natural Stone and Quartz products.
- Developed new uses for existing products by analyzing statistics regarding market development; acquiring and analyzing data; and consulting with internal and external sources.
- Oversaw web development and design for all three company websites within the corporate branch.
- Implemented, executed, and managed all Social, Online, and Digital strategies including SEO, Pay Per Click, and Banner Ads.
- Supervised a marketing team, including hiring, training, workloads, schedules, and deadlines.
- Acted as the organization’s agent towards external parties such as media, potential clients and built strategic partnerships.
Digital, Social Media Marketing Consultant
MC Marketing Agency
Southern California
01.2017 - 10.2017
- Planned and executed all web, SEO/SEM, email, social media and display advertising campaigns.
- Managed online brand and product campaigns to raise brand awareness.
- Designed, built, and maintained a social media presence for clients.
- Measured and reported performance of all digital marketing campaigns, and assessed against ROI and KPIs.
- Experience in PPC management.
- Identified trends and optimized spend and performance based on insights.
- Planned and executed all Out Of Home (OOH) campaigns for clients.
Marketing Manager
WaBa Grill Franchise Corporation
City of Industry, CA
04.2014 - 02.2017
- Head of Marketing oversaw over 170 locations in Southern California, San Diego, and Arizona.
- Implemented marketing and advertising campaigns; prepared marketing and advertising strategies, plans and objectives.
- Consistently tracked sales based on marketing efforts in the community presented monthly/quarterly reports.
- Developed and oversaw the production of all digital and above-the-line campaigns.
- Oversaw all aspects of social media marketing, including Social Advertising and Influencer Marketing.
- Partnered with the Operations Department, Area Directors, GMs and cross functional leaders to promote an effectively operating matrix organization and maximized marketing and promotions capability.
- Engaged and managed external resources including agencies and vendor partners.
- In charge of managing and executing a multi-million-dollar yearly budget.
- Ensured compliance and coordination with franchisee’s national marketing initiatives and programs.
Education
Bachelors of Science - Business Administration and Marketing
California State Polytechnic University, Pomona
Pomona, CA07.2009
Skills
- Multi-channel marketing
- Digital marketing
- Product Marketing
- Go-to-market strategy
- Strategic partnerships
- Retail marketing
- Team leadership
- Product launch development
- Project management
Languages
Timeline
Sr Manager Off Premise & Catering (Marketing)
El Pollo Loco, Inc
11.2021 - 04.2023
Marketing Director
Encinal Brands
12.2019 - 11.2021
Marketing Director-U.S. Branch Operations
Best Cheer Stone
10.2017 - 12.2019
Digital, Social Media Marketing Consultant
MC Marketing Agency
01.2017 - 10.2017
Marketing Manager
WaBa Grill Franchise Corporation
04.2014 - 02.2017
Bachelors of Science - Business Administration and Marketing
California State Polytechnic University, Pomona