Burger King Corporation yesterday announced several key appointments in its marketing group as the company realigns itself to be a customer-driven organization focusing on great food, great service and good value. Dana Frydman has been promoted to vice president, product marketing, and Marco Moretti to vice president, marketing research. DeeDee Drays was also named senior director, alliances & partnerships. Cindy Syracuse has assumed a new role as director of marketing communications. Sherry Ulsh has been named senior director, marketing finance and analysis. Frydman, Moretti, Drays, Syracuse and Ulsh will report to Executive Vice President and Chief Global Marketing Officer Chris Clouser. Additionally, Hal Rossiter was named senior director of interactive and adult promotions and Charles Pacunas was named senior director, global media. Both report to Richard Taylor, vice president of global advertising and promotion, who reports to Clouser.
Frydman, who has been with Burger King Corporation for ten years in a range of increasingly responsible positions in both the product marketing and sales analysis sides of the business, will now hold single point accountability for strategic menu development and brand management for all existing and new products. In her tenure with Burger King Corporation, she has managed virtually all aspects of the national menu portfolio, from branded products like the company’s flagship WHOPPER® sandwich, to value-engineered options geared towards snacking and other dayparts.
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“Dana has the in-depth understanding of the industry and our operations and will be a terrific leader of our product marketing group,” Clouser said. Dana will work closely with the Research & Development directors, Bill Barrier, Peter Gibbons and Flora Lau, who all now report to the marketing group.
Moretti, who has been with Burger King Corporation since last May, has been responsible for product and promotion research for the company. In his new role, he will continue with strategic research as well as competitive intelligence and trend analysis. Previously, Moretti was with the Interbrew- Labatt Group from 1990 to 2000 in a variety of marketing positions.
“Marco will focus on all industry and company research, including product and research analysis. He will also be responsible for competitive research and will focus on helping deliver products our consumers want. These insights will be critical as we develop new products and consumer value,” Clouser said.
Drays, who most recently served as the executive vice president and general counsel for Metacom, Inc. of Minnesota, has spent the past four years establishing and managing direct business relationships with major record labels and other promotional partners. In her new role, she will be responsible for identifying, developing and negotiating new strategic alliances and partnerships for Burger King Corporation. A lawyer by training, Drays will manage the broad range of complex business matters that arise from licensing agreements and promotional tie-ins. From 1990-97, she served as an attorney specializing in business litigation and intellectual property for the law firm of Oppenheimer Wolff & Donnelly in Minnesota.
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By GlobalDataRossiter, who most recently served as senior vice president and group director of Foote, Cone & Belding Advertising in New York, is a seasoned marketing executive with more than 25 years of experience in support of global brands. During his career in such varied industries as financial services, retail and travel, he has developed break-through loyalty, internet-based and other direct marketing programs designed to build a relationship with the consumer.
Cindy Syracuse, currently director of interactive and adult promotions, will now become director of marketing communications reporting to Clouser. Syracuse will be responsible for developing all senior management business and internal marketing communications and presentations. Hal Rossiter will assume Cindy’s responsibilities for the Internet and adult promotion.
Pacunas — as the single point of contact for all media buying for the Burger King system — will handle both national and local media buys. He has extensive media contacts, having served in a number of senior marketing positions at AT&T, Bell Atlantic and Northwest Airlines.
Duties for Ulsh, who most recently served as director, marketing account administration, will include overall financial management of the marketing function, sales and marketing analysis and department administration for the marketing group.
Vince Berkeley, senior vice president, diversity and Rob Doughty, vice president corporate communications, will continue in their respective positions reporting to Clouser.
“It’s a terrific team of world class marketers and product innovators. We are very pleased they have joined Burger King as we enhance and grow our brand and our products,” Clouser said.
Burger King Corporation created the American icon, the HOME OF THE WHOPPER®, in 1957. The company and its franchisees operate more than 11,370 restaurants in all 50 states and 58 countries and international territories around the world, with more than 92% of BURGER KING® restaurants owned and operated by independent franchisees. Since the company’s founding in Miami in 1954, the BURGER KING® brand has become recognized for great flame-broiled taste and HAVE IT YOUR WAY® food customization. In fiscal year 2000, the BURGER KING® system had system-wide sales of $11.4 billion. Burger King Corporation is a part of Diageo (NYSE: DEO), the international food and drinks company. To learn more about the BURGER KING® system, please visit the company’s website at www.burgerking.com.
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