Meet Katie Wollrich, a trailblazing Fractional CMO revolutionizing the restaurant industry. With a background at Wendy’s and a repertoire spanning franchise enterprises, regional brands, and even ghost kitchen startups, Katie is a seasoned leader adept at sculpting brands and skyrocketing sales.
Her expertise extends beyond restaurants, venturing into diverse B2C realms including hotels, credit cards, banking, and automotive sectors. Starting her career in advertising agencies, Katie’s passion for strategy, creativity, and digital media shapes her innovative approach.
A champion of process yet unafraid of navigating the uncharted territories, she’s pioneered four newly created positions. Katie’s exceptional leadership, knack for crafting award-winning campaigns, and astute budget management consistently deliver remarkable sales outcomes in fiercely competitive markets.
Curious to learn how she’s transforming the restaurant landscape? Dive into our exclusive interview with Katie Wollrich and glean insights from her remarkable journey!
Can you tell us a little bit about your background and how you got started in your field?
I’m a Restaurant Marketing Leader with experience at franchise enterprise companies (Wendy’s, McDonald’s, Papa John’s), a growing regional brand (Joella’s Hot Chicken), and a ghost kitchen start-up (Kitchen United). My career started on the advertising agency side before going to the brand side and I’ve been fortunate to have had 4 commercials in the Super Bowl.
My interest in advertising and marketing started during a summer abroad program in college where we got to work with a real client and develop a campaign. At the end of the program our professor said to remember this moment because it will take a while until we are far enough in our careers to be as involved in the work. While some of my friends found this demotivating, I found it empowering as it showed me what I would be working toward.
What are some of the biggest challenges you’ve faced in your career, and how did you overcome them?
There are a lot of outside factors and challenges that have influenced my career. From moving locations for my family to cost-cutting efforts at corporations to working in hotels and restaurants during the pandemic. I’ve learned that all you can do is your best and know that things outside your control will still impact you. Your career will probably not be linear or exactly what you expected, but that can often work out better than you may have planned. Open yourself to the opportunities that present themselves to you and hang on for the ride!
What are some of the most important lessons you’ve learned throughout your career, and how have they influenced your approach to leadership?
I have never liked being micromanaged, but I have enjoyed being led. There is a fine line there that can be hard to find. The bosses I learned the most from gave me honest feedback and opportunities to stretch myself, knowing they would be there to have my back if I failed or faltered. As a leader, I try to do the same for my team and lead them, but not overly direct in how they do things. I give feedback regularly as I don’t want there to be any surprises when it comes time for the annual review. And I prioritize one-on-one time with my direct reports. We have both weekly meetings for status updates and monthly meetings on career development, to make sure that doesn’t get overlooked with all the other things on our to-do list.
One thing that people don’t know about you?
I am not good at crafty activities. Being in marketing and being a woman, I feel like this should be an area I excel in. But I don’t have any interest or talent in it. I am definitely an Amazon mom vs Pinterest mom.
What advice would you give to young professionals or entrepreneurs who are just starting out in your field?
Marketing is both an art and a science. The best marketing is created using consumer or data-driven insights AND is measurable. Get comfortable with data and learn how to know if something was successful, not just the work you liked the best because it was fun/cool/pretty. Resumes will always want you to quantify your wins so make sure you are doing that and keeping track of it for your records along the way.
Katie, your journey in the realm of restaurant marketing is truly inspiring! Thank you for sharing your career’s twists and turns, offering invaluable wisdom on embracing challenges and seeking opportunities. Your insights into effective leadership, fostering growth through feedback, and prioritizing team development are gems aspiring professionals can learn from.
Your candor about balancing leadership and allowing space for individual growth resonates deeply. The importance you place on feedback and career development showcases your commitment to nurturing talent.
Moreover, your advice on merging art and science in marketing, emphasizing measurable outcomes and the significance of data, is invaluable. Your openness about personal crafting skills adds a delightful human touch to your multifaceted expertise.
Your wisdom and guidance will undoubtedly be a beacon for young professionals embarking on their marketing journey. Thank you for your candid and invaluable advice!
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