01 / Wings Etc.
Connecting brand strategy with local markets
Managed a multi-market media portfolio across 23 DMAs and 50+ franchisees, combining media strategy, hands-on buying, budget and vendor management, and full post-buy analysis.
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.
Personally planned, bought and managed Hulu, OTT, Reddit, TikTok, out-of-home (OOH), Google Ads, geofencing, SiriusXM and other digital and traditional media across 23 designated market areas (DMAs) and 50+ franchisees.
Conducted full post-buy analysis and published performance results by market for each franchisee. Used those results to communicate outcomes and inform subsequent media decisions.
Managed agencies, vendors, contracts, invoice approvals and media allocation; supervised creative staff and coordinated execution with corporate marketing and franchise operators.
Location-intelligence programs supported local-market execution. Email operations were modernized through migration to SendGrid Marketing.
04 / Result
23 DMAs. 50+ franchisees.
Media planning, buying and measurement across local markets
Connected media strategy and hands-on execution with budget management, full post-buy analysis and performance reporting for each franchisee. Results helped communicate outcomes and inform subsequent media decisions.
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.