303.960.9883
CHRIS RUSZKOWSKI
Brand Strategy & Storytelling
I’m eager to invite you to explore my background, case studies, and professional experience. I'm a born go-getter. I give 100% to every project. I believe that a good challenge is a great way to develop and improve, which is why I seek out challenges in the professional realm and my personal life. I specialize in Brand Positioning, Team Building, Company/Product Launches, Digital Media & Social Media Strategy, Content Development, Local Store Market Planning, and e-commerce. Chris 303.960.9883
PAST EXPERIENCE
BAD ASS COFFEE OF HAWAII
Chief Marketing Officer
February 2020 - Present
Brand:
Re-launched a 30-year old brand by introducing a new brand strategy, brand standards, logo marks, franchise store designs, packaging, websites, content, marketing platforms, merchandise, public relations, local store marketing programs, and more.
E-commerce:
Achieved 350% e-commerce website growth sales in under two years’ time. www.badasscoffeestore.com
Website overhaul with new product storytelling and UX improvements to increase conversion rate and average purchase
Led packaging redesign strategy for premium products
Established comprehensive promotional calendar
Directed growth of email program with new ESP, targeted messages to segmented customers
Achieved 550% growth in coffee subscription service
Evolved merchandise line for consumers and franchise owners with popular Bad
Ass Coffee marks and Hawaiian inspired designs
Franchise:
Spearheaded strategies that accelerated aggressive sales growth, even during the ongoing Coronavirus pandemic. Annual average unit volume sales of our café locations increased 80% in under two years’ time.
Developed and launched a new brand website with videos, photos, and storytelling branding content.
Established seasonal promotional programs with favorable product margins.
Led RFP process to select, build and launch new restaurant loyalty and online
ordering app.
Developed and launched local store proximity digital marketing strategy
Increased Instagram followers by over 800%.
Dramatically expanded brand content library with shoots in Hawaii and at stores
Developed grand opening strategy and execution plan to successfully open seven
new cafes in five different states
Led public relations in efforts to generate earned media in support of stores
QUIZNOS
SENIOR VICE PRESIDENT OF MARKETING
November 2007- June 2018
Provide leadership and creative vision for strategies tied to same store sales performance with focus on all consumer reaching communications for Quiznos. Oversee Advertising, Digital Strategy, Store Experience and Local Store Marketing.
In support of annual advertising budgets ranging from $3 - $100 million, responsible for the strategy, conception and production of various event-based communications including TV commercials, radio, print, OOH, promotions, web site development, digital strategy and social efforts.
Oversee menu strategy and calendar including pipeline development. Understand and leverage market trends, quantitative, qualitative research and culinary experts to develop menu.
Led the launch of ZEPS Epiq Sandwiches, a new concept brand, including naming and positioning for the fast casual sandwich shop located in Denver, CO. Lead ongoing strategy to continue to promote and grow concept.
Led the development of over 50 TV spots and over 20 radio spots with multiple agency partners. Various campaigns achieved over 7%-10% sales lift year over year during time of promotion windows.
Launched Toasty.TV (www.toasty.tv), an online entertainment hub hosting over 50 original content pieces in March 2014. During promotion periods, increased traffic to online store locator by over 100%. Over 14 million minutes and 10 million views were experienced with our brand since launch.
Provide strategic direction to multiple agencies throughout the creative development process ensuring that all communications maintain brand consistency. Establish and manage agency budgets, contracts and scope of work.
Manage an in-house creative department (up to 10 direct reports) responsible for creating various consumer reaching communications including local store marketing, interactive and P.O.P. that is distributed nationally.
Lead all “value add” media and promotional relationships with external media groups and major motion pictures. This has included opportunities with Denver Nuggets, Colorado Avalanche, Colorado Rockies, CBS Sportsline, Jimmy Kimmel, KBCO Studio C, Comedy Central, NBC Dew Tour and more.
MCCLAIN FINLON ADVERTISING
ACCOUNT DIRECTOR
MARCH 2002- NOVEMBER 2007
At McClain Finlon, one of Denver's largest ad agencies at the time, I had a great ride engaging, exploring and leading various brands ranging from restaurants, telecommunications, tourism and banking. Here some of the specific brands I worked with while there.
Clients:
CUNA Mutual Group
Strategic lead responsible for overall brand development for CUNA Mutual’s 90 + products ranging from 401(k) plans to life insurance offered to over 9,000 credit unions. Initial tactics included print, web site, events, sales collateral and direct mail.
Breckenridge Ski Resort
Managed agency team in the development of Front Range and National advertising. Specific projects supported Breckenridge’s terrain park, pro snowboard team, the launch of the Imperial Express Superchair and the development of Breckenridge’s Ski and Ride School’s positioning work.
Qwest Communications
Responsible for managing and mentoring account staff of twelve direct reports.
Proactively led agency teammates in the development and implementation of strategies aimed at increasing awareness of Qwest products through a variety of tactics including TV, radio, print, FSI, outdoor, retail POS, promotions, guerilla and more.
Managed agency strategy, budget and creative development of Qwest’s local market specific advertising campaigns with budgets exceeding $3 million each year. Strategies focused on increasing customer win-back/win-over with additional efforts concentrated on customer retention with concentration on the up sell of local phone, long distance, high speed internet, wireless and digital TV within Qwest’s fourteen state region in over seventy markets.
Einstein Bros
Developed multi-tiered animated campaign introducing specialty sandwiches in efforts to increase consumer awareness of lunch and drive retail transactions. Managed the development of television and out of home tactics in collaboration with Sherbet Animations (London).
Managed music rights negotiation for the use of the hit pop song “Fascination” by the band Human League featured in the Panini 30 second TV spots.
BARNHART / CMI ADVERTISING
SENIOR ACCOUNT EXECUTIVE
October 1999 - March 2002
In 1999, the mountains were calling! I moved to Colorado with no job secure and quickly ended up at one of the areas top creative shops. I had the honor of working with amazing people and worked with brands in the following categories: Beer, Tourism, Golf, Outdoor Sports and Technology. Some Specifics:
Winter Park Resort
Developed print campaigns for national publications including Ski and Skiing. Created new look and feel for all collateral including annual resort guides while spearheading an underground viral web site: MadMary.com aimed at male18-30 year old skiers/riders. Various guerilla tactics including a viral email campaign supported the web site.
Breckenridge Brewery
Assisted with brand overhaul including logo/packaging development and restaurant advertising support helping to propel this microbrewery into the 2nd largest microbrew distributor in the state.
IZZO Golf
Developed annual catalog and advertising support including P.O.S. and print for this leader in the golf bag category.
SIMMS Flyfishing
Helped with the creation of their collateral architecture including annual catalogs and print ads.
FRANKEL BRAND MARKETING
ACCOUNT EXECUTIVE
August 1996 - September 1999
Big City, Big Brands! I had the great opportunity to join one of the Nation's top Promotions agencies and learn creative strategy in the following categories: Government/Delivery, Packaged Goods, Finance and Restaurants. Below you will find some detail on some of those brands journey:
Frito Lay, Planet Lunch
Collaborated with clients and internal teams executing in-store merchandising/promotional efforts including development of over 1 million Fall '99 “You Gotta Go” catalogs aimed at children 6-12 years old for the Planet Lunch brand.
Conceptualized, initiated and negotiated all prize packages, while maintaining relationships with vendors that supplied prize packages for Planet Lunch online continuity program aimed at children (www.Ploids.com).
Visa
Executed 1998 “Read Me a Story” shelf program benefiting RIF (Reading is Fundamental) for partners including Toys R’ Us, T.J. Maxx and Waldenbooks.
McDonalds / Brand Guard
Managed the marketing of Brand Guard to McDonald’s owner operators and agencies. The new state of the art on-line Digital asset management system allowed franchisees to develop and purchase point-of-purchase materials, free standing inserts and direct mail pieces.
US Postal Service
Assisted in the transformation to create retail environments inside all US post offices.
MCCANN ERICKSON
ACCOUNT COORDINATOR
January 1995- March 1996
Welcome to the world of Advertising! My first job out of school was at the famous McCann Erickson. I had the opportunity to work on various healthcare clients as well as getting experience working with some of the first brands to explore the internet for retail with the McCann Interactive group. Clients included: Johnson & Johnson, Abbott Labs and 1-800 Flowers.
ABOUT ME
I am more than a marketer. I am passionate about live music, good design, crave-able food, tasty IPA beers, sports, and the outdoors; especially when I can connect them to my job. With over ten years of advertising agency-side experience, complemented by 12 + years on the client-side at Quiznos and Bad Ass Coffee of Hawaii, I am skilled in creating and executing compelling brand stories.
I like to make things happen.
My approach is customer first. I combine creativity with strategy, leveraging insight-based thinking, in my approach to every project. Most important, I have a desire to discover what truly motivates people to engage.
I'm a storyteller at heart. And, I believe that social and digital media are fundamentally transforming the way we tell our brand stories. Content is king… queen and jester. Know what card to throw.
In Summary:
Overall good guy
Team-oriented leader who values culture and winning together
Creative and innovative thinker
Desire to work in fast-paced environment where market change triggers action
High emotional intelligence and self-awareness, which encourages positive energy and passion throughout the organization
Interest and willingness to dig into operating details
Track record of setting business / brand visions and bringing them to life through all elements of the marketing mix
"When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either."
Leo Burnett
