Bob has a varied and diverse background in marketing and advertising starting as a media intern with BBDO in 1981 on the Delta Airlines account.
Fast forward 44 years to 2025. Bob has amassed an incredible amount of learning and experience in the marketing and food service arenas. From working in four top ten worldwide advertising agencies like D’Arcy, Foote Cone Belding, and Bozell, to managing the co-op marketing for 1,200 Subway restaurants, to account director at foodservice ad agencies like Scott Advertising Advertising/Omnivore and The Food Group, the journey has been a continuing learning experience on what works in this channel. The bottom line…. I know what works (and what doesn’t).
But, the learning doesn’t stop. Bob is also a student at the University of Georgia with recent classes in data visualization, social media marketing, virtual reality, and social media analytics. We grow or die. And smart marketers take all opportunities to understand the latest trends.
To discuss your current challenges and see if Bob can help solve your biggest challenges, contact us for a free, no obligation 30-minute consultation.
As a fractional CMO, the position can be designed to provide strategy & leadership for a company or marketing department. It can also be designed to focus on one specific area where a company needs assistance.
Here are some of the areas where I can provide strategy & leadership:
· Brand strategy/identity development
· Creating clear, easily communicated value propositions
· Web, social, e-commerce development & management
· Research (markets, products, ops testing, AI-enhanced)
· Sales support (collateral, customer presentations, lead generation, rebates & sales promotions)
· Product launch strategy
· Effective sample management, including ROI system for evaluating sample spend
· Source & manage partner relationships (ad agency, web agency, sample team, GS1 provider)
· Data management & analysis
· Advertising strategy, creative development, and campaign execution
· Designing a customer journey map
Some specific examples:
Case Study 1: New Product Launches
From analysis of distributor sales data from many manufacturers, it can be determined that over 70% (often higher) of new product slots secured for a launch are lost within the first year.
I have developed some very specific tracking and tactical methods to reduce the number of lost slots and increase the likelihood of a successful launch. Contact me to discuss how your company can reach critical mass on more of your slots in your next launch.
Case Study 2: Sales Support
Food service salespeople must spend valuable sales time researching each customer or risk being unprepared and missing opportunities. What if that research could be automated and condensed into a customer specific one page flier, including current purchases (where available), menu & white space analysis based upon regional preferences, and a list of your applicable products from the distributor? You can also throw in the benefits of those selected products and menu ideas if desired. Get maximum information in minimal time. You can have one of the best prepared and efficient sales forces in the industry. Let’s discuss how.
Case Study 3: Enhanced Custom Journey Planning
You want to have an ongoing dialogue with your customers, not just an occasional sales call. Companies have increasingly leaned into e-mail marketing-based systems like Pardot and Marketo to lead their prospects through the purchase cycle. While valuable, the results are limited to the operators that want to receive emails, will open the ones you send, and take action on the links and materials provided. That number of operators is smaller than you might think.
While I also advocate using email as a component of prospect marketing, it is just the beginning, not the complete solution. Other elements like mailings, phone calls, and individualized offers will enhance and expand your current email marketing program. And, these tactics can be more affordable than you might think. I have built complete customer journey programs for food companies and can do it for you too.
Think there might be an opportunity to improve your marketing organization in any of these areas? Please fill out the form at the link below for a free, no obligation 30 minute consultation to discuss these opportunities.