Mountain biking addict, First time #GirlDad, old school foodie, travel cruise junkie and zombie fanatic
Newton Hoang
Data Based, Results Driving Marketing Leader
West Covina,CA
Summary
Skilled, innovative and results oriented Marketing professional driven to developing successful laser-focused campaigns that exceed company objectives based on data. First-rate attention to detail and creative mindset versed in quantifying ROI with strong knowledge of increasing brand awareness and relevant engagement. Prepared to leverage 10+ years of marketing experience to take on dynamic new role at progressive organization.
Overview
5
5
years of post-secondary education
17
17
years of professional experience
Work History
Director, Marketing & IT
Akash Management, LLC
Pomona, CA
12.2019 - Current
- Directly responsible for majority of marketing opportunities for 262 locations across 4 states (CA, AZ, WA, NV) related to Carl's Jr, Pieology Pizzeria, WingStop, Arby's, Jamba Juice and Kentucky Fried Chicken.
- Attributed ~$10MM in incremental sales during FY20-21 by pioneering third party delivery for the franchise which garnered +1.95% transaction count growth; subsequently increased check average by +$1.45.
- Adhered to annual budget and developed comprehensive plans for each brand in order accomplish company objectives while beating spend by ~0.25-0.5%.
- Engineered omni-channel multi-tier fundraising platforms for each brand attributing in ~$215K in incremental sales with an aggregate donation amount of $67K during FY20-21; partnering with 960+ non-profit organizations.
- Worked shoulder-to-shoulder with organizational leadership, not limited to CEO, President and General Counsel down to store level managers, to strategically influence direction of company roadmap.
- Directly lead a team of 6-8 marketing coordinators identifying opportunities through SWOT analysis, developed specific campaigns and executed timely marketing strategies for low performing locations; tracked key metrics and produced executive level presentations related to results of marketing activities.
- Facilitated pricing recommendations across all brands due to minimum wage impact, rising commodities,etc; managed process end-to-end from coordinating with data management to procuring POP to POS programming.
- Quarterly collaboration and advisement with on-record marketing agencies to ensure that brand message remained consistent and relevant.
- Developed creative tools, including presentations, trend reports and kitted assets for leadership team relating to budgeting, new site selections and company acquisition(s); resulted in 7 acquisitions equating to 64 locations/7 business entities.
Regional Marketing Manager
Akash Management, LLC
Chino, CA
10.2018 - 12.2019
- Fostered immediate 2.3% sales growth vs PY through development and implementation of innovative promotional and sales strategies after 1st year for 156 locations.
- Exclusively supported every above restaurant leader with development of effective LSM plans (i.e. new store opening, competitive intrusions, etc) which consistently attributed to +0.5% to 1.24% sustainable sales growth through internal and external marketing tactics.
- Evaluated consumer preferences and behaviors, combined with market trends and historical data, to adjust and enhance campaigns.
- Coordinated with social media, public relations and Corp marketing teams to maintain brand messaging and ensured proper company representation (voice) on all consumer facing media.
Field Marketing Manager
Carl Karcher Enterprises, Inc
Anaheim, CA
04.2016 - 10.2018
- Led implementation of national Corp-level marketing plans to achieve revenue and brand exposure goals; developed aggressive marketing objectives for sales, ROI and brand loyalty through community from guerilla-style local store marketing activities.
- Directly managed the marketing efforts exclusively for the 41 Corp company locations across the Los Angeles DMA; translated national marketing objectives into fully integrated marketing plans.
- Supported Operations team through regular store visits providing qualitative, measurable feedback relating to brand experiencing, brand consistency through POP and prescribing tactical marketing opportunities related to trade area.
- Continually maintained and improved company's reputation and positive image in markets served through regular sponsorship opportunities and high-visibility community events.
- Was the localized California brand ambassador representing the brand during PR opportunities, public speaking events and all broadcasted media/print.
Marketing Leader
The Rice Garden, Inc
Pomona, CA
03.2013 - 04.2016
- Facilitated full 360 degree rebranding which included new logo creation to in-store environmentals to relaunch of website/mobile; increasing web traffic by +40% and higher search ranking through Google Adwords.
- Authored original messaging through digital food photography/styling for all seasonal offerings in accordance to new product calendar working in conjunction with Product Development Team.
- Regularly use of Adobe Creative Suite to produce professional marketing collateral; managed centralized creative assets for all brands for internal and external communications/POP.
- Ideated and successfully launched brand's first loyalty (Wok Star) rewards program boosting customer retention via email drip campaigns, A/B testing and 'surprise & delight' events boosting average customer spend by ~+$2.00 and increased visitation frequency by +1.25; averaged 49K members at height of enrollment.
Marketing Specialist
The Rice Garden, Inc
Alhambra, CA
03.2012 - 02.2013
- Responsible for all marketing activities related to 38 corporately owned locations and supporting store level management with building off-site sales, growing transaction count and increasing top line revenue; achieved through rebooting catering and introducing monthly direct print mailers.
- Individually responsible for writing effective consumer facing copy, all corporate training guides, internal company communications and well as press releases.
- Managed email database, developed targeted and timely email campaigns with an average 4.2% click-thru-rate and a 41% open rate.
- Monitored all customer feedback by way of Yelp, TripAdvisor, etc calculating all metrics and providing actionable store level data identifying opportunities for improvement.
Marketing Manager
San Sai North America Franchising, LLC
Hawthorne, CA
02.2011 - 03.2012
- Developed creative programs for all supported 26 Southern California franchisees meeting business goals, including partnership building, event sponsorship, activation platforms and consumer experience design.
- Amplified brand awareness by developing technical/non-technical marketing collateral and presentations, public relations campaigns, articles and newsletters.
- Reduced marketing costs by ~8% year-over-year streamlining marketing activities, leveraging communications materials, monitoring budgets, and developing guidelines for the brand.
Operating Partner
HKR Investments, LLC Dba Robeks Juice
Walnut, CA
10.2003 - 02.2011
- Owned/operated day-to-day functions as franchisee leading approximately 200+ employees across nine years of management with AUV of $1.1M annually at ~11-12.5% cash flow.
- Managed financial and business operations, including HR, payroll, operations, daily deposits, cost controls, marketing, recruiting and real estate.
Education
Bachelor of Science - Biology
University Of California, Irvine
Irvine, CA 09.1998 - 06.2003
Skills
Digital Marketing
Social Media Management
Project Management
Adobe Creative Suite
Google Analytics
Public Relations
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Additional Information
- Served as high school athletic JV/varsity level coach for 13 years (1998-2010) mentoring 750+ students throughout tenure; accredited by the National Federation of State High School Coaching Association. Volunteer (2015-2019) with Tree People LA focused on greening underserved urban communities.
- Microsoft Office Suite (Word, Excel, Powerpoint, Outlook), Google Suite (Drive, Docs, Sheets, Slides), Adobe Creative Suite (InDesign, Photoshop, Illustrator), SalesForce CRM, social media (Youtube, Facebook, Instagram, LinkedIn, Twitter, Yelp), Google (Analytics, Adwords, My Business, SEO), email (Mailchimp, Constant Contact, Rocketfish, SurveyMonkey), POS (Micros NCR, Brink, Toast, Xpient, StarPOS), back office solutions (QSR Online, NBO, RTIConnect, Sicom/Xenial, Olo, ItsACheckmate), full comprehension of P&L statement
- IT familiarity: Data management, server maintenance, asset inventory management, networking, hardware, software, field dispatch, audio/visual systems, alarms, email security, credit card, PCI compliance, telcom, VOIP systems, digital menu boards, drive thru systems
Interests
Timeline
Director, Marketing & IT
Akash Management, LLC
12.2019 - Current
Regional Marketing Manager
Akash Management, LLC
10.2018 - 12.2019
Field Marketing Manager
Carl Karcher Enterprises, Inc
04.2016 - 10.2018
Marketing Leader
The Rice Garden, Inc
03.2013 - 04.2016
Marketing Specialist
The Rice Garden, Inc
03.2012 - 02.2013
Marketing Manager
San Sai North America Franchising, LLC
02.2011 - 03.2012
Operating Partner
HKR Investments, LLC Dba Robeks Juice
10.2003 - 02.2011
Bachelor of Science - Biology
University Of California, Irvine
09.1998 - 06.2003