Resume

THOMAS L. PETERS
Palatine, Illinois 60074
847-991-3362 tpeters648@comcast.net

MARKETING DIRECTOR

CAREER SUMMARY

Accomplished marketing leader with a reputation for driving top line sales revenue and traffic growth by creating
marketing strategies that deliver unavoidable awareness and undeniable trial.

WORK EXPERIENCE

- Marketing Consultant Independent 2014- Present
- Senior Marketing Manager TGI Fridays 2011 - 2013
- Marketing Consultant Independent 2010 - 2011
- Marketing Director Outback Steakhouse 2007 - 2010
- President Childrens Orchard 2005 - 2007
- Zone Marketing Director Dunkin Brands 2004 2005
- Senior Marketing Director YUM Brands 1994 - 2004

PROFESSIONAL EXPERIENCE

MARKETING CONSULTANT (Independent) Chicago, Illinois 2014 - Present
Provide process business and marketing recommendations for the retail industry.
Created and implemented four multi-level competitive intrusion plans for Outback Steakhouse
Developed and executed five down store marketing plans for TGI Fridays franchisees.


TGI FRIDAYS CHICAGO, Illinois 2011-2013 Position eliminated due to reorganization
National firm with 810 restaurants and $2.7B annual sales.

Senior Field Marketing Manager
Responsible for all local marketing activity including planning, implementation and post analysis of local and national
marketing tactics for 126 company and franchise restaurants in 16 States.

Major Accomplishments
Lead company in sales growth (+2.3), guest count (+1.7) and EBITDA (14M above plan) for 2012.
Increased regional bar business in by 4% driven by implementing a comprehensive strategic marketing and
operations program.
Supervision of two LSM coordinators activities leading to $87,000 in incremental spirits sales (stand-alone and
hotel units).
Complete review and rejuvenation of corporate catering program (product/pricing/packaging/promotion).

MARKETING CONSULTANT (Independent) Chicago, Illinois 2010- 2011
Provide business and marketing recommendations for the retail industry.

Major Accomplishments
Assisted in the purchases of a Jimmy Johns franchise and Elements Therapeutic Massage studio.
Reviewed and analyzed regional marketing and public relations programs for Outback
Steakhouse.


Resume




THOMAS L. PETERS Page 2 tpeters648@comcast.net



OUTBACK STEAKHOUSE (OSI) Chicago, Illinois 2007- 2010 Position eliminated due to reorganization
National firm with 821 restaurants and $2.9B annual sales.

Marketing Director
Planned, communicated, executed and analyzed local and national marketing programs for 90 restaurants in
diverse territory to achieve sales, profit and ROI target attainment. Coached, motivated and collaborated with six
joint venture partners to field and resolve issues and achieve operational and financial goals. Met with each store
manager to discuss marketing goals, understand issues and gain funding and success criteria for local promotions.
Collaborated with local media and sponsors to drive brand awareness and increase customer traffic.

Major Accomplishments
Reversed 5-year negative transaction trend by executing market-wide traffic-driving promotions.
Drove 8% Friday night sales and 6% transaction increases to propel 2% 2009 total traffic growth in face of
substantial economic and competitive challenges.
Developed 1
st
corporate plan template addressing competitive intrusion, achieving 10% sales and 7%
transaction increases in initial market test.
Earned multiple bonuses for exceptional profit performance.


CHILDRENS ORCHARD, Palatine, Illinois 2005-2007
Childrens clothing store franchise.

Franchisee / Owner / President
Owned and operated three stores with $1.2M annual sales. Performed detailed sales and ROI analyses on each
product line and created pro forma P&L with performance improvement recommendations.

Major Accomplishments
Drove 8% net profit increase.
Improved inventory control and overall profitability by eliminating poorly performing product lines.

DUNKIN BRANDS, Canton, Massachusetts 2004-2005
Coffee and bakery goods firm with 6400 stores and $5B annual sales.

Zone Marketing Director
Managed strategic planning and development, coordination and implementation of local marketing initiatives for
880-store territory. Hired, developed and supervised 14 field marketing managers and home office staff. Crafted
national brand image and evolved promotional strategy as part of the corporate marketing leadership team.
Promoted cross-functional teaming. Challenged status quo by providing new approaches based on fact-based
insights.

Major Accomplishments
Drove 9-12% year-over-year same store sales increases throughout region.
Reduced inventory and labor costs $6.4M by designing Limited Time Only promotional exit strategy.
Saved $2M in merchandising and promotional materials printing by utilizing cross-functional team to align home
office and field priorities.
Earned performance-based bonus for exceeding division sales goal.



Resume

THOMAS L. PETERS Page 3 tpeters648@comcast.net


KFC CORPORATION (YUM BRANDS), Louisville, Kentucky 1994-2004
Fortune 150 company with 5000+ restaurants and $5B annual sales.

Senior Field Marketing Director / Field Marketing Director (1995-2004)
Managed marketing and promotions for 900 franchisee and company restaurants. Supervised five advertising
agencies, two marketing managers and four marketing coordinators. Coordinated operations, marketing and local
advertising agencies to harmonize activity and achieve performance objectives.

Major Accomplishments
Achieved stakeholder buy-in through active consultation and timely, effective problem resolution.
Earned Media Innovation Award for creating and implementing African American television strategy.
Achieved highest system-wide operating profit four consecutive years.
Earned Chicago Region Leadership Award for African American Sales performance.

Field Marketing Manager (1994-1995)
Managed marketing activity for six DMAs, 3 advertising agencies and 1 LSM coordinator.

Major Accomplishments
Drove 6% -18% incremental sales increases with several new product tests.

WELLS, RICH, GREEN, BDDP Chicago, Illinois 1992-1994
Advertising Agency with $2B in client billing.

Account Supervisor-Midas International
Led all aspects of advertising for 83 marketing and 527 Midwest stores.

Major Accomplishments

Redeployed agency resources to provide franchisees with customer-focused field leadership.
Implemented Conquest (fact based insight application) to ensure strategic efficiency and accuracy.

MCDONALDS CORPORATION Oak Brook, Illinois 1982-1992
Fortune 150 company with 13,000+ restaurants and $72B annual sales.

Regional Marketing Manager/Michigan Region (1987-1992)
Managed marketing and promotions for 365 franchisee and company restaurants. Supervised 2 advertising
agencies, 2 marketing managers and 18 marketing coordinators. Coordinated operations, marketing and local
advertising agencies to exceed annual performance sales and transaction objectives five straight years.

Major Accomplishments
Applied innovative thinking to create the Urban Partnership Program increasing sales by 18%.
Earned New Product Innovation Award for development of the Mighty Wings product resulting in 10% sales and
8% transaction increases.
Chairperson of the first Ronald McDonalds Childrens Charities fundraiser, generating $50,000 profit.

Regional Marketing Manager/Norfolk Region (1984-1987)
Managed marketing activity for three DMAs, 2 advertising agencies and 1 LSM coordinator.

Major Accomplishments
Created and chaired the Southern Strategy Taskforce resulting in breakfast daypart same store sales increases
of 14%
Co-authored the National Field Marketing Training Manual.

Resume




THOMAS L. PETERS Page 4 tpeters648@comcast.net

Regional Marketing Supervisor/Greenville Region (1983-1984)
Managed marketing activity for five DMAs, 2 advertising agencies and 2 LSM coordinator.

Major Accomplishment
Responsible for the development and execution of several successful breakfast products as a member of the
Raleigh Breakfast Taskforce.

Field Marketing Representative/Oak Brook, Illinois (1982-1983)
Member of the field marketing training program.


Major Accomplishment
Conducted Chicken McNuggets and McRib New Products field focus groups resulting in several product
upgrades.







EDUCATION / PROFESSIONAL DEVELOPMENT

Bachelor of Arts in Communications
Western Illinois University, Macomb, Illinois

Effective Negotiating Dale Carnegie Seminar

COMPUTER SKILLS

Microsoft Word, PowerPoint, Excel

AFFILIATION
Member, American Marketing Association