Award-Winning Digital Transformation Architect
With a portfolio boasting successes for brands like Papa John’s and Subway, I bring over 20 years of experience to deliver unmatched growth and innovation. My journey from a C-Suite executive to a driving force for digital excellence exemplifies my passion for mentoring, learning, and leading by example in the digital age.
My Story
From C-Suite leader to a digital trailblazer, my road trip to reinvention:
In May 2023, I embarked on a transformative journey, both personally and professionally. Transitioning from a Chief Experience Officer to exploring the U.S. in an RV with my family, I rediscovered my passion for teaching, mentoring, and innovation. Today, I channel this rejuvenated passion into helping brands like yours achieve transformative growth through digital innovation and strategic excellence.
-Deena McKinley, Managing Partner
Unlock the potential of your restaurant brand, tech company, or agency.
My Resume
Deena McKinley
Email: deenamckinley@maverickmarketingsolutions.com
LinkedIn: linkedin.com/in/deenabmckinley
Location: USA
Phone: 954.993.3689
Executive Summary
- Seasoned executive with leadership roles as Chief Experience Officer, Chief Client Officer, and Chief Marketing Officer.
- Specialized in driving profitable sales growth through insight-driven strategy and collaborative team leadership.
- Expert in e-Commerce and digital marketing, blending creativity and analytics for marketing excellence.
- Champion of cultural evolution and strategic partnerships, with a focus on digital transformation
- Customer-first advocate, leveraging insights for compelling value propositions and market expansion.
- SEO and social media expert, enhancing digital presence for robust brand engagement.
- Data-driven strategist, using analytics for market growth and responding to digital and media trends.
- Skilled in navigating competitive pricing and promotions to expand market presence.
- Financially savvy, with rigorous budget, P&L management, and forecasting for sustained growth.
Professional Experience and Career Highlights
New England Authentic Eats, LLC (Papa Gino’s & D’Angelo)
Chief Experience Officer (Jan 2022 – Sept 2023)
- Strategic Marketing Leadership:
- Crafted brand strategy, value proposition, and pricing.
- Launched data-driven marketing to grow customer base by 10-15% and drive a 20% conversion rate.
- Increased visit frequency by 10%.
- Digital Transformation:
- Saved $400K annually by optimizing online ordering tech.
- Overhauled Papa Gino’s e-commerce and app, exceeding KPIs for app opt-in by over 100%.
- Led cross-functional teams for successful roll-out and loyalty program integration.
Chief Marketing Officer (Oct 2018 – Jan 2022)
- Rapid Turnaround Success:
- Transitioned EBITDA from negative to nearly $7M.
- Reversed a 3-year decline in sales and transactions post-bankruptcy
- Directed strategic marketing to revitalize brand image and customer base post-bankruptcy.
- Partnership Development
- Forged alliances with NFL Patriots and local organizations to amplify brand presence and stimulate growth.
Mobivity, Inc
Chief Experience Officer (Feb 2015 – Oct 2018)
- Growth and Platform Expansion:
- Drove digital strategy, significantly increasing platform adoption and billing.
- Bolstered billings by 100% and achieved a 300% rise in platform use.
- Elevated Subway’s installations from 15K to 44K globally, integrating Mobivity into Subway’s primary tech stack and marketing strategy.
Zimmerman Advertising (Omnicom Company)
Chief Client Officer (Jan 2014 – Jan 2015)
- Strategic Account Leadership Yielding Significant Revenue Growth
- Managed a retail account team overseeing $500M in budgets, contributing to $5B in client revenue growth.
Zimmerman Group Advertising (Privately Owned, Jordan Zimmerman)
Executive Vice President (June 2005 – Jan 2014)
- Brand and Sales Explosion
- Handpicked by agency founder to establish and lead a new agency division, scaling agency revenue from to $10M to $100M.
- Delivered unprecedented growth in clients’ same-store sales, market share, and visibility, setting new performance benchmarks.
- Positioned Papa John’s as the top NFL sponsor, achieving three consecutive years of double-digit same-store sales growth.
- Strategized NFL partnership leading to a 25-year record high in same-store sales.
- Boosted loyalty database by 400% with a Super Bowl promotion.
Honors and Recognition
- Top 25 Executive by Pizza Marketplace.com, Top 100 Movers & Shakers 2023.
- Top 15 Tech Innovator for Papa Gino’s by Pizza Marketplace.com, 2023.
- Top 30 Women in Food by Lunchbox Industry Insights, 2022.
- Inductee, Marquis Who’s Who Biographical Registry 2023.
- Founding Member of WORTH (Women of Restaurants, Technology, & Hospitality).
- Member of IFBTA (International Food & Beverage Technology Association).
Education
- Master of English Education, University of Florida
- BA in English, University of Florida
Earlier Roles
- Regional Marketing Director, Papa John’s International
- Account Supervisor, Zimmerman Advertising
- English Teacher: Grades 9, 10, 12, Gainesville High / North Broward Prep
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DeenaMcKinley@MaverickMarketingSolutions.com www.MaverickMarketingSolutions.com
954-993-3689