ANDREW J. HAYNES
andrewjhaynes@ymail.com 804/627-1581 (cell) linkedin.com/in/haynesandy
SUMMARY OF EXPERIENCE
Results-focused, business professional with global perspective of brand presentation including marketing, research, sales, retention and training. A true customer advocate with a passion for developing innovative customized solutions that provide record-breaking results. Combines freethinking creativity and disciplined testing for successful product and program introductions and revenue-building opportunities. Seeking opportunity to develop creative solutions to business challenges through use of data and business insight.
Integrated a client-service orientation into fact-based marketing, sales and retention processes to provide better solutions to address customer needs, resulting in record revenues and profits for Business-to-Business and Business-to-Consumer organizations.
Enhanced brand development and marketing focus on consumer needs with market research, strategic planning, and product development, resulting in 10+% sales increases for Long John Silver’s for two consecutive years.
Instituted structure to provide key account information and action steps and create database of best practices to achieve 95+% client retention and growth, plus customer relationship management tools to support new sales for Avendra supply chain solutions and Aramark Higher Education
Directed the transformation of convenience store brand, including concept definition, communication plan, building design, staff training and promotional strategy. First unit broke sales records in its second week.
Developed, sold, and executed a new marketing communications system, including strategic brand planning, database management, commercial development, customer and prospect targeting, and customer research.
Collaborated to develop programs that help peers, students and faculty learn in on-site and online settings.
CORE COMPETENCIES
Strategic planning
Target market definition
Leading people
Presentation skills
Customer relationship marketing
Operational integration
Brand development
Idea generation techniques
Critical thinking
Training marketing partners
Research design and analysis
Financial analysis
PROFESSIONAL EXPERIENCE
iDEAL Hospitality Partners, Jefferson, GA 2022-Present
VP Strategic Growth
Consulted with suppliers that desire access to hospitality ecosystem, providing introductions to key GPOs, management companies, and brands. Supported efforts with appropriate sales operation materials.
• Trained clients in terminology, decision-making structure, client pain points, and appropriate messaging.
• Strategized marketing approaches for individual hotels, management companies, and GPOs.
• Developed marketing materials, presentations, and email campaigns to capture client attention and interest.
Advise multifamily clients on opportunities to enhance savings through increased participation in the Avendra program. Identify and recruit likely prospects for inclusion in supply chain management and strategic procurement program.
Lead a multi-disciplinary team, meeting bi-weekly, to address all aspects of client enrollment and program engagement that maximizes client purchasing through Avendra supply partners.
Organize supplier efforts to focus on the needs of the multifamily and student housing segments.
Design a reporting structure that incorporates client spend data and measures property compliance.
Partner with IT department to enhance CRM program to support prospecting and sales activities.
Collaborate with marketing department to develop compelling messages that generate interest from prospects.
Create sales campaign that balance prospects’ expectation for savings with product quality to maintain guest experience.
Communicate with Implementation and Field Service teams to ensure smooth transition into program once sold.
Teach critical thinking class to peers to enhance business decisions in day-to-day activities.
ARAMARK, Downers Grove, IL and Richmond, VA 2006-2012
Director of Strategic Development, Higher Education
Consistently retained over 98% of existing business by partnering with field staff and corporate resources. Devised strategies to proactively extend contracts and created proposals to retain business put out for bid.
Created national database of retention activity to surface best practices in response to at-risk scenarios.
Developed systematic approach to conducting quarterly key account review and action planning.
Established a formal approach to the production of annual reports that document alignment with clients’ goals.
Retained six clients that were presumed lost through frank discussions with clients and high-priority action plans to address program deficiencies.
Coached campus teams to reinforce relationships with clients and regional teams to develop the strategic account goals, and guided marketing resources to develop high quality, professional proposals and presentations.
Collaborated with clients to generate opportunities providing vertical sales and organic revenue growth.
Directed campus activities for Undergraduate Business program to ensure quality outcomes by faculty and students. Assist in attracting students and faculty. Taught college business courses to working adults, designed to meet their employers’ requirements.
Rebranded convenience store chain, including store decor, marketing materials, and product offerings. Directed marketing budget and managed outside agencies’ creative and production efforts. Trained customer-facing employees to behave in alignment with brand image and enhance customer experience. Placed particular focus on establishing branded food service operation, which experienced 20+% sales increases in its second year of operation.
Created and marketed innovative consumer targeting system, leveraging lifestyle segmentation to project purchasing potential and household-specific demographics to identify extremely high potential prospects for key retail clients.
Developed consultative proposals and presentations to increase client revenues through strategically targeted advertising. Partnered with sales team to generate record revenues for regional offices. Used customer and purchase statistics to identify high potential prospects.
Created strategic growth plans with retail franchisees and field management. Developed revenue-generating programs and partnered with corporate staff to ensure successful implementation. Mined syndicated purchasing data and custom research to develop business opportunities, such as occasion-based dining.
PROFESSIONAL/CONTINUING EDUCATION
MBA- Duquesne University, Pittsburgh, PA, high honors.
BA, Economics- Northwestern University, Evanston, IL.
SKILLS AND PRESENTATIONS
Skilled in Microsoft Office products, including Word, Excel, Access, PowerPoint, and Publisher.
Familiar with graphics programs including Macromedia Freehand, Adobe Photoshop, and Corel Draw.
Presentation to the North American Promotional Allowances Association, Targeting the Ideal Customer.
“Comprehensive Brand Presentation,” Journal of Product and Brand Management.
Presentation to Long John Silver’s Franchisee Group, Consumer Reaction to LJS Branding Options.
PROFESSIONAL/CIVIC ACTIVITIES
Elder- New Hope Presbyterian Church
Member- Beta Gamma Sigma Business Honor Society.
Member Church Branding Committees, Fox Valley Presbyterian and Southminster Presbyterian.
Duquesne University Entrepreneur of the Year.