Monica Maldonado
San Antonio,TX
Summary
Innovative professional skilled in creating and implementing marketing strategies, executing budgeting plans and utilizing market research to identify customer needs. Demonstrated ability in increasing brand visibility and market share. Possesses excellent communication and customer service skills. Dedicated Marketing professional with a history of meeting company goals utilizing consistent and organized practices. Skilled in working under pressure and adapting to new situations and challenges to best enhance the organizational brand. Proactive and achievement-oriented Marketing Director bringing 25 years of marketing and leadership experience with special emphasis helping Restaurant Operations clientele. Articulate communicator, natural leader and organized manager.
Overview
19
19
years of professional experience
Work History
Director of Field Marketing
Whataburger Restaurants
06.2018 - Current
- Director, responsible for leading the Field Marketing team on the support of corporate owned restaurants and Operations Leadership with clear communication and driving results at the unit and market level.
- Leads a team of Regional Managers in 3 Division in the creation of marketing strategies, plans and measurement. Works with respective departments on the development of Field Marketing (LSM) initiatives and marketing campaign support at the local level.
- Designed System Wide Teacher Appreciation Campaign- Whatateacher that drove transactions in our restaurants, $1m in Earned Media, $30k in Retails Sales, and $30k in Teacher Grants.
- Conducted thorough market research to identify emerging trends, helping shape future marketing strategies accordingly.
- Provided ongoing mentorship and coaching to team members, nurturing talent within the organization while maintaining high levels of retention.
- Coordinated cross-functional teams for seamless execution of large-scale events, optimizing logistical efficiencies along the way.
- Influenced internal stakeholders on best practices in field marketing, driving adoption and alignment across the organization.
- Generated sponsorships with related and partnering entities to enhance marketing objectives.
Growth Market Manager
Whataburger
03.2015 - 06.2018
- Managed Brand Strategy in 9 non-core markets, via market visits, collaboration with Operations, Field Brand Development, and partners with consumer insights resources (internal & external), and independent research for respective markets.
- Designed measuring and evaluating tools to track the success of marketing programs and the impact to business. Reported program results, sales and transaction impacts to Director, and recommended adjustments for increased success.
- Analyzed competitor strategies and developed countermeasures to maintain a competitive advantage.
- Implemented strategic marketing campaigns for improved brand recognition and customer acquisition.
- Managed annual budget allocations, ensuring effective resource utilization for maximum ROI.
- Streamlined internal processes, enhancing operational efficiency and reducing costs.
- Conducted regular market research to stay informed of industry trends and inform business strategy decisions.
Field Marketing Coordinator
Whataburger Restaurants
04.2006 - 03.2015
- Field Marketing support for a 37-unit territory in the Dallas-Fort Worth DMA, was also the Marketing Manager for the franchise acquisition of the Mississippi market.
- Restaurant Support: Collaborated with General Managers, Area Managers, and Director of Operations on the roll-out of company-wide marketing campaigns.
- Identified and developed systems and programs for local restaurant marketing so that the most effective support and training was provided to the restaurant.
- Budget Management: Responsible for tracking and managing a pre-determined budget for all projects in a 37 unit territory. Present opportunities, in the form of a detailed project plan, when marketing opportunities arise that are outside budget specifications or exceed pre-determined budget with Director of Field Marketing.
- Managed Major Sponsorship: Evaluated and provided recommendations for market-wide sponsorship opportunities; ensures complete execution and maximization of sponsorship contract; served as a coordinator between corporate and vendors for all sponsorship programs within market.
Sysco & Programs Manager
BPAA
01.2005 - 03.2006
- Reduced operational costs through comprehensive process improvement initiatives and resource management.
- Enhanced customer satisfaction by resolving disputes promptly, maintaining open lines of communication, and ensuring high-quality service delivery.
- Facilitated successful cross-functional collaborations for the completion of key projects, fostering strong working relationships among team members.
- Launched new products and services with thorough market research, leading to increased revenue growth.
- Managed budgets effectively, ensuring optimal financial performance while investing in necessary resources for business growth.
- Drove operational efficiency through data-driven decision-making processes, leveraging analytics tools for informed strategy development.
- Developed and maintained relationships with customers and suppliers through account development.
- Improved program efficiency by streamlining processes and implementing time-saving solutions.
Education
No Degree - Psychology
Tarrant County College
Fort WorthSkills
- Event Management
- Cross-functional Collaboration
- Performance Metrics
- Budget Management
- Campaign Development
- Project Management
- Brand Management
- Strategic Planning
- Partnership Development
- Team Leadership
Accomplishments
2021 Whataburger Director of the Year Winner
2022 Whataburger Director of the Year Nominee
Whataburger ERD Leadership Sponsor
Timeline
Director of Field Marketing
Whataburger Restaurants
06.2018 - Current
Growth Market Manager
Whataburger
03.2015 - 06.2018
Field Marketing Coordinator
Whataburger Restaurants
04.2006 - 03.2015
Sysco & Programs Manager
BPAA
01.2005 - 03.2006
No Degree - Psychology
Tarrant County College
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