Chief Strategy Officer • LinkedIn
Tony has delivered for multi‐outlet retailers in roles including Chief Marketing Officer for NYSE and Inc. 500 clients, as Chief Business Development and Chief Strategy Officer for national advertising agencies, and as founder and 10 year managing partner of a retail marketing consultancy. He has consistently proven himself to be a solutions‐focused manager recognized for marketing insights that drive innovative business strategies.
Under Tony’s marketing leadership, Palm Beach Tan was named to the Inc. 500 for 3 years running, and he was integral to the launch and rollout of franchising into 12 new TV markets that nearly tripled store count. He pioneered on‐line pre‐opening membership registration. He launched a private label line of suntan lotions and redesigned visual merchandising. He created a membership segmentation model and migrated communications to email. He also enabled on‐line gift card purchase and on‐line ordering for franchisee marketing materials.
As Sr. Vice‐President/Marketing at TCBY Frozen Yogurt, Tony was a principal in development of the Subway cobrand partnership. He also branded and developed the menu for TCBY’s own JuiceWorks smoothie co‐brand. He successfully launched 3 new products and the brand’s first national Halloween promotion tie‐in with children’s property. He also implemented a databased customer loyalty program.
As Vice‐President/Marketing at Popeyes Chicken, Tony lead the development of a single‐user menu built around seafood and sandwiches, and developed menus and market models for grocery and c‐ store co‐brands.
Franchise participation in TV advertising co‐ops was not yet mandatory when Tony became Pizza Hut’s first Regional Marketing Manager, so he organized voluntary co‐ops and piloted regional ad agency service among 27 operators of over 350 restaurants in 15 TV markets. He also produced the brand’s first Spanish language TV ads.
His expertise and client service experience also includes:
BRAND RENOVATION & REPOSITIONING. At Choice Hotels, participated in development of the lodging industry’s first tiered portfolio and drove advertising for the launch of the Comfort Inn, Sleep Inn, and Clarion brands.
RESEARCH. At Popeyes, TCBY, Palm Beach Tan, and Perkins, provided design input and drove analysis for AAU tracking, product development, and messaging studies. Has moderated focus groups for over 12 years.
MEDIA. Led teams of media planners and analysts in the applications of sales analyses to optimize targeted print and mail vehicles for GameStop, Domino’s Pizza, Bakers Square, and Fuddruckers.
RETAIL SITE SELECTION MODELS. Led the design of these decision support tools for Supercuts, Palm Beach Tan, Bakers Square, The Men’s Wearhouse, and Caremark Clinics
MERGERS & ACQUISITION. Led marketing due diligence for Palm Beach Tan and Bakers Square.
Other brand experience:
Apparel: Wrangler Menswear.
Automotive: Firestone Car Care, Precision Tune Auto Care.
Communications: Wireless Toyz.
Foodservice: McDonald’s, Domino’s Pizza, Perkins, Friendly’s.
Gaming: Desert Inn Hotel & Casino.
Healthcare: HCR Manor Care, Humana Healthcare.
Lodging/Hospitality: Marriott Hotels, Stouffer Hotels.
Merchandise: Rent‐A‐Center, Federated Department Stores, Circuit City.
Tony has served as Vice‐President/Management Supervisor at Doner Advertising, Vice‐President/Database Marketing at Frankel & Company/Publicis, Chief Strategy Officer and CMO at EuroRSCG/Dallas, Vice‐President/Client Services at Razor Competitive Edge, and Sr. Vice‐President/Chief Strategy Office at Douglas Shaw & Associates. He operated his own retail marketing consultancy from 1983 through 1992.