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Alfred G. Naddaff 940 High Street · Dedham, MA 02026Office: 781.407.9500 · Cell: 617.759.0662 · Email: alfredgeorge@lycos.com Marketing & Sales executive: Franchise/Retail/ConsumerRecognized Innovator - Led Opening of 1,700+ Retail Locations Nationwide in 10 years. Consistent Record of Success in Start-Up, Turnaround, and Established EnvironmentsResults-driven, dynamic franchise marketing and sales leader with 15+ years of experience and a proven track record of excellent sales performance in various markets. Able to identify and capitalize on new sales opportunities through relentless individual and team leadership efforts. Deep understanding of all activities and best practices relating to franchise development, including roles of both franchisee and franchisor. Rare combination of senior level business development, sales and senior-level marketing experience. Core Competencies: | § Contract Negotiation | § Company/Product Positioning | § Brand Development | | § Team Building & Leadership | § Competitive Pricing Strategies | § Marketing & PR Initiatives | | § Start-Up/Turnaround Franchises | § Executive-Level Negotiations | § Customer Needs Fulfillment | | § Strategic Partnerships/Alliances | § New Program Implementation | § Consumer Trend Evaluation |
AGN CONSULTING – Boston, MA 1997 – PresentConsulting firm specializing in development and growth of franchise operations.Senior Consultant/PrincipalLead all business development functions and activities, identifying strong entrepreneurs for awarding of franchises. Establish and develop relationships with franchises, market new business with Clear Channel Communications advertising division, and serve as primary point of contact for addressing and resolving issues.Challenges: Drive growth for start-up companies with zero awareness (e.g. Dale & Thomas Popcorn) and company stores with limited operating history and new systems.n Launched one of the fastest-growing retail concepts over the past 20 years, implementing 1,000 stores in major markets in under 5 years. Achieved success with multiple projects that included:- Cosi Sandwich Bar – Worked with founders on all aspects of marketing strategy/execution to launch successful Boston stores, achieving $1.75 million in annual sales per store.- Elizabeth Grady Skin Care Salons – Overcame limited budget and lack of systems/management depth to drive 30+% sales growth (following new store design) and $200,000+ gain on $5,000 investment in under 6 months as part of joint effort with CEO.- Clear Channel Outdoor – Developed innovative Internet taxi advertising strategy and sold $100,000+ campaign to SPDR within new medium; introduced streaming Internet advertising in under 3 months as well as traditional campaigns.- Cellex-C Product – Served as sales consultant for leader in topical vitamin C (revolutionary new cosmeceutical), delivering 80% sales increase in 6 months and 3rd highest sales among 35 consultants.n Generated over $1 million in franchise fees within 12 months on limited marketing budget for start-up operation (10x ROI). Leveraged company stores and website to attract additional franchisees and created lead tracking system to optimize results.
Alfred G. NaddaffPage 2 Home: 781.407.9500 / Cell: 617.759.0662 / alfredgeorge@lycos.com AGN CONSULTING (continued) n Closed agreement in 4 months for developing $10 million in new Dale & Thomas Popcorn stores. Awarded franchise rights to Greater Detroit Designated Market Area to single entity in order to create 30 stores in under 5 years, overcoming limited operating history, systems, and proof-of-concept. ALLIED DOMECQ/DUNKIN DONUTS, INC., Randolph, MA 1996 – 1997Director of Integrated MarketingLed Sales Promotions department, reporting directly to Vice President of Integrated Marketing. Directed team of 4 and managed $10 million budget that comprised TV, radio, print, outdoor, and sampling marketing program.Challenges: Introduce fresh baked bagels throughout 2,500 stores despite franchisees’ resistance to investing in bagel program.n Overcame strong internal resistance and gained buy-in for the introduction of bagels by developing and presenting highly persuasive program and marketing strategy.n Increased sales 15% in less than 8 weeks following introduction of bagels - designed innovative marketing campaign including direct marketing, B2B initiatives, broadcast, print and sampling programs.n Gained approval from senior management to develop unique Coffee Coolatta sampling program under “Neighborhood Marketing” strategy with nationwide target. BOSTON CHICKEN, Golden, CO 1990 – 1996Director of Marketing & Franchise SalesDirector of Industry Analysis Led team of 8 field marketing directors in various marketing initiatives, including branding and competitive positioning, corporate identity building, and PR/advertising development. Managed budget of $10 million. Developed local store marketing programs and implemented non-traditional marketing strategies.Challenges: Create marketing plan to increase sales despite existence of only 30 stores in Boston Chicken organization.n Played integral role in increasing stores from 30 to 200, generating $60 million in annual sales across 20+ new markets. Increased sales over 25% through guerilla and grass roots marketing.n Served as key member of original entrepreneurial group that launched Boston Chicken start-up; developed sales strategies, marketing materials, and franchise programs to fuel business growth.n Recruited, negotiated fees and contracts and sold over 50 franchise stores within 2-year period. n Conducted extensive market research that identified new business opportunity to form a new business unit entitled Einstein Bros. Bagels; expanded from zero to 300 stores in less than 12 months. Bachelor of Arts (BA) Degree, 1986KENYON COLLEGE – Gambier, OH Professional TrainingAttended numerous conferences (e.g. Multi-Unit Food Service Operators Conference, National Restaurant Show)
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