Black ANgus steakhouse

As action CMO for seven years, Laura was responsible for dinner counts, sales and profitability. Reporting directly to President/CEO, Laura was responsible for maintaining  and developing the brand for 105-unit casual steak house chain, managing all aspects of all media and non media communications, production and media budget advertising and design agencies and staff of eight. 
Produced award winning, compelling creative campaigns with synergy across all communication platforms (television, radio, newspaper, online, POP, in-store communications). Achieved highest sales year in company history.
Maintained profitability for an aging franchise without CAPEX capability through compelling new product development. 
Brand Management: developed and implemented 40 year old company's first brand plan resulting in cohesive communications, and better perceived value among the target. Re launched brand internally through orchestrated National events.

Ranked markets, Black Angus Restaurants continues ynergistic communications: re-engineered all communications vehicles including point-of-purchase, menus, and mass communications including TV, radio, print and outdoor, to speak with one voice, reinforce our brand message and , improved quality and hit financial goals. 
Spearheaded exclusive gift card partnership with Safeway stores, resulting in 50% increase in sales since 1998 and 12.5% increase in profitability, and enhanced brand visibility.
Re-engineered media planning and buying strategic approach, set specific goals and implemented new strategies resulting in increased sales with flat year-over-year budget. Increased cost per count efficiency and ROI.
Continually evolved brand though primary and secondary research to determine optimal positioning.