MELISSA PETROCCO
Johns Creek,GA
Summary
Innovative professional skilled in creating and implementing brand marketing strategies, executing plans and utilizing market research to identify client needs. Demonstrated ability ensuring brand guideline compliance and increasing brand visibility and market share. Possesses excellent communication and relationship building skills.
Overview
21
21
years of professional experience
Work History
Senior Marketing Coordinator
Children's Healthcare Of Atlanta
11.2022 - Current
- Manage multiple projects
- Coordinate with business partners to verify alignment of marketing initiatives with company goals.
- Develop marketing materials, collaborating with colleagues to maintain consistent brand voice.
- Conduct market research and analysis to identify donor trends and preferences within the not-for-profit fundraising space
- Oversee preparation of marketing copy, images, videos, emails, and other collateral.
- Coordinate with design and media teams to develop high-quality creative assets.
- Implement digital marketing techniques to enhance customer experience and increase customer engagement.
Associate Director of Field Marketing
The Tombras Group
01.2019 - 09.2022
- Manage LSM creative development requests and asset trafficking for largest Zaxby’s co-op
- Led teams of up to 10 personnel, supervising daily performance as well as training and improvement plans.
- Assisted with annual co-op planning and meetings
- Developed traffic driving LSM plans as well as competitive intrusion plans and New Store Opening plans
- Point of contact for ZFL Field Marketing department head as well as with franchisees for all LSM creative
- Managed local activations and relationships with sponsorship partners such as Atlanta Falcons and Rally Foundation
- Trained and assisted franchisees on using social and digital media for local marketing needs as well as how to use MomentFeed, Supply Logic and other tools available to them from the brand to help drive sales
- Collaborated with the Brand team to assure Local marketing efforts are aligned with National effort
- Used platforms such as Asana and Netsuite to build and track projects
Regional Marketing Manager
Marco's Franchising LLC
09.2017 - 01.2019
- Worked with Area Development Reps and Franchisees to create sales driving marketing initiatives
- Write and Develop Grand Opening marketing planners
- Worked with agency of record to develop media plans for South East area and Regional Ad Fund markets
- Maintained Cash Flow for Regional Ad Fund marketing
- Conducted meetings with Area Reps and Franchisees
- Partnered with Operations to ensure locations are operationally ready to execute marketing strategies
Field Marketing Consultant
Zaxby's Franchising LLC
03.2015 - 06.2017
- Brand and Marketing steward for over 300 Zaxby's locations across multiple DMAs
- Helped franchisees develop local store marketing initiatives and find ways to develop community partnerships within their trade areas
- Worked with agency of record to optimize and develop most effective media plans
- Monitored budgets and media cash-flows and conducted meetings to present annual plans to co- op groups and individual non-co-op stores
- Partnered with other departments such as operations, franchise relations and strategy to help target stores and define best practices for driving sales and transactions
- Helped cascade National initiatives to local level and created programs around national brand strategy
- Assisted with new store openings and execution of their grand opening plans
- Traveled and did market visits- acted as liaison between franchisees in the field and corporate Brand team
- Trained franchisees on new marketing resources, websites, and social media tools
Sales Specialist
Comcast Spotlight
02.2012 - 03.2015
- Maintained spot schedules, ad copy, and reconciled Account Executive's sales contracts
- Worked as liaison between various departments including Accounting, Sales, Traffic, Ad Copy, and Production
- Worked to streamline and simplify sales processes to improve efficiency and revenue retention
- Researched and mined potential clients and sales targets for team of multiple Account Executives
- Completed multiple tasks under very tight deadlines.
Media Buyer
Rubin Postaer and Associates
04.2002 - 07.2008
- Negotiated and purchased Television and Radio broadcast schedules for automotive clients
- Honda and Acura as well as some other non-automotive clients for up to seven markets once
- Maintained buys and did post buy analysis using Nielsen ratings and Nielsen projections
- Met with station and rep firm management and sales executives to discuss sponsorships and added value opportunities
- Successfully mentored and trained assistant who was promoted to buyer
Education
Bachelor of Arts - Journalism
The University of Georgia
Athens, GA05.1997
Skills
- Franchisee management
- Regional customer demographics
- Staff Management
- Market Analysis
- Competitive pricing analysis
- Brand development
- Brand standards
- Campaign development
Timeline
Senior Marketing Coordinator
Children's Healthcare Of Atlanta
11.2022 - Current
Associate Director of Field Marketing
The Tombras Group
01.2019 - 09.2022
Regional Marketing Manager
Marco's Franchising LLC
09.2017 - 01.2019
Field Marketing Consultant
Zaxby's Franchising LLC
03.2015 - 06.2017
Sales Specialist
Comcast Spotlight
02.2012 - 03.2015
Media Buyer
Rubin Postaer and Associates
04.2002 - 07.2008
Bachelor of Arts - Journalism
The University of Georgia
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