Karlin’s leadership has delivered turnaround, innovation, and growth for top brands in the QSR/fast casual and CPG/alcohol spaces. His experience with multi-unit retail brands in different categories has led to a simple truth: all retail is local. Each location faces a unique combination of marketplace factors that must be understood to effectively execute against company strategies and drive performance. Karlin delivers effective brand/product positioning and high-impact action plans with a sense of urgency. He de-mystifies digital for effective integration and measurable results. Karlin leads teams that help business owners with research, analytics, and budget/risk management for seamless execution.
How Karlin has Helped Businesses Grow
- Successfully delivered 1st positive sales comp in 2½ years strategically directing a performance turnaround for Papa John’s. Conducted brand repositioning campaign, realigned media strategy, and structured new retail campaign.
- Successfully repaired Subway's damaged family image after scandal of long-time spokesman. Met or exceeded all major consumer metrics launching brand campaign featuring dynamic imagery and music rooted in universal brand truth.
- Led a comprehensive QSR/company review for Subway at Accenture, leading to a Global Brand Transformation Plan recommendation to reinvigorate 50-year-old brand.
- Delivered 10% lift in sales comps and 15% lift in holiday peak season at Lifetouch by redefining brand position based on analysis of category trends, consumer segmentation, and transactional data.
- Increased comp sales 6% by defining growth plan with revised positioning and pricing; revamped marketing; and new approach to increase penetration at Ovation Brands.
- Drove two years of double-digit sales increases reversing negative performance of the family/Happy Meal segment (23% of annual domestic top line revenue of $5 billion) at McDonalds.
Executive Marketing Experience
- Managing Partner, Vade Mecum Advisors
- Global CMO, Papa John’s International
- SVP Marketing North America, Subway
- Senior Client Partner, Accenture
- SVP Marketing, Lifetouch
- CMO/EVP Marketing, Ovation Brands
- Senior Marketing Director, McDonald’s
- Bachelor of Journalism, University of Missouri-Columbia
- Omni-Channel Marketing
- Market Penetration & Growth
- Positioning & Messaging