01 / Wings Etc.
Connecting brand strategy with local markets
Directed media investment, localized campaigns and creative resources across 23 media markets and 50+ franchisees.
01 / Challenge
The business need
Coordinate a restaurant brand’s corporate marketing priorities with the needs of franchise operators and individual locations.
02 / Strategy
The marketing approach
Connect digital and traditional media planning with local-market needs, while keeping budgets, creative resources and franchise communications aligned.
03 / Leadership & execution
Dan’s role
Progressed from Senior Media Buyer through Marketing Director to Media Director during the company tenure shown above.
Directed more than $250,000 in annual media investment. Managed agencies, vendors, contracts, invoice approvals and media allocation; supervised creative staff and coordinated execution with corporate marketing and franchise operators.
Localized Google Ads, geofencing and location-intelligence programs informed market-level execution. Email operations were modernized through migration to SendGrid Marketing.
04 / Result
$250K+
in annual media investment directed
Coordinated digital and traditional campaigns across 23 Nielsen designated market areas and 50+ franchisees, alongside the migration to SendGrid Marketing. Dan also managed online reputation across 73 restaurant locations, working with location leaders on responses and sensitive escalations.