About2 — Suzanne Gunning

Vice President of Marketing

Developed and drove brand and content strategies to increase earned and paid media. The $1M ad campaign positioned OP as the gateway for the entire KC metro. During this period, hotel revenue increased after three years of decline leading Visit OP to exceed revenue goals in 2019.

Established reporting processes and metrics to evaluate marketing success. This included launching Pantropic Visitation Intel using cell phone location data. Educated board members, stakeholders, and internal/external team members on what data is measured and how it is used to optimize marketing intelligence.
Used the power of micro influencers, media relations and earned media to create content-driven campaign known as ‘Where the Locals Go.’ The results exceed engagement, click, and conversion benchmarks.
Restructured marketing team to meet the needs of the changing marketing landscape, with more focus on content development and media relations.
Oversaw agency of record, research firm, public relations contracts, and marketing vendors holding each accountable to specific scope of work, budgets, and timelines.
Formed an ad hoc Marketing Collaboration group to meet quarterly. Invited key business owners and marketers from key attractions to cultivate and innovate mutually beneficial ideas and partnerships.

Increased donation incidence by 6% YOY, doubling agency projections by developing new strategies for paid, earned, and owned marketing channels.
Managed $1.2 million community engagement budget + $100k of incremental earned media.
Launched a new website, MoKanGoodwill.org after overseeing agency RFP and redesign process resulting in a mission-forward design with 10-15% increases in site traffic and new users in the first year.
Crafted and established brand architecture, positioning, and voice through a new agency partnership with Native Digital. Delivered and trained the Goodwill organization to unify all communication and content.
Awarded Google AdWords grant of $10,000 per month in pay-per-click search advertising. Hired an SEO/ PPC agency to manage AdWords grant, search optimization strategies, and claim locations online.
Initiated and directed independent brand research with Kemper & Co. Research to quantify mission awareness, define donor/shopper motivations, and identify Goodwill’s trends & opportunities.

Played a key role in the organization’s seven-person leadership committee meeting weekly to determine all brand and menu decisions.

Tracked and monitored marketing programs’ successes and opportunities, measuring the success of brand initiatives, and evaluating the effectiveness of marketing efforts.
Analyzed industry trends, consumer insights, and customer feedback with research partner, SMG.
Developed & led pilot CRM program to create a large-scale data warehouse fueling 1:1 marketing effort via email; resulting in increased enrollments, visits, and net revenue.
Managed multiple external agency partnerships and led the RFP process for national public relations firm to strategically emphasize earned vs. paid media.
Provided strategic leadership in the implementation of marketing campaigns across all marketing channels: broadcast, search, social, email, in-store, and digital/social advertising.

Led fine dining marketing initiatives to generate two-year 7%+ comp sales during recession years by developing effective discounting strategies that drove sales yet kept brand integrity intact.
Oversaw national cause-marketing campaign with VH1 Save The Music to create overall brand loyalty.
Cultivated relationships and conduct marketing efforts with Houlihan's franchise restaurants, growing franchise participation in national promotions from under 40% to 90%+.
Directed and implemented social media strategies to expand reach, build loyalty, and protect reputation.
Proposed, gained buy-in, and led the development of new online gift card storefront, overseeing site development, user experience, fulfillment, and promotions.

Barkley. 2003-2007.

Defined strategy and created marketing plans for Sonic’s monthly test market products leveraging research, trends, and creative design to implement market-wide tests of new food and drink offerings.

Managed Sonic Drive-In Restaurants’ monthly photography production in Los Angeles. Supervised each expansive shoot budget, presented creative concepts, and handled client experience.
Proposed and implemented a strategic process enhancing the efficiency of Sonic’s production while supervising Sonic’s photography, retouching, and production budgets.
Developed Sonic’s creative briefs and oversaw creative departments’ implementation of print, digital, and broadcast elements of campaigns.
Teamed up with agency partners in research, media, and PR to launch Sonic’s first-ever breakfast menu.

Board of Directors, CASA of Jackson County, 2020-present

Nominated, selected, and completed OP Chambers’ Leadership Overland Park program, class of 2019

President, Parents as Teachers PTA Board I Shawnee Mission School District, 2016-2018

Executive Courses: Emotional Intelligence (UMKC, 2014), Finance for the Non-Financial Manager (Wash U, 2013)

Bachelor of Science in Journalism, Strategic Communications ׀ The University of Kansas in Lawrence, 2003