Enterprise marketing lead
Scaling multi-location franchise network, present
- Lead enterprise marketing for a scaling multi-location franchise network.
- Own the multi-unit and local-demand side of the marketing plan.
Marketing leader for travel, hospitality and multi-location consumer brands. Orlando, Florida.
I decide where the money goes. Then I answer for it.
Thirteen years in performance marketing, agency and client side. I’ve owned $15M+ in annual media, led its move from agency-managed to fully in-house, and now lead enterprise marketing for a scaling franchise network. I’m looking for my next role as Director of Marketing or above.
- $15M+
- Annual media owned across a multi-brand portfolio
- 13 years
- Performance marketing, agency and client side
- 6.5 years
- Vacation ownership and travel, on the buying side
- Agency to in-house
- Full media transformation, team built and delivered
Experience
Performance marketing lead
Multi-brand vacation ownership portfolio, 6.5 years
- Owned $15M+ in annual media across TV, CTV, paid search, paid social, display, programmatic and audio.
- Led the full transition from agency-managed media to an in-house operation.
- Built the team structure, hired the people and set the processes.
- Came out the other side faster and cheaper than the agency model.
Performance marketing roles
Agency and client side, earlier career
- Built the hands-on channel experience behind 13 years of performance marketing.
Selected work
Taking a $15M+ media portfolio from agency to in-house
A multi-brand vacation ownership portfolio moved from agency-managed media to a fully in-house operation.
Approach
- Built a build-versus-buy model with a break-even date before any decision was made.
- Settled data and platform ownership before notice went to the agency.
- Hired the team, set the processes, then migrated channel by channel.
Outcome
A team built and delivered, with media running faster and cheaper than under the agency model.
How I lead
Agree the number first
Budget, channel mix and agency scorecards all trace back to a metric the team has agreed to before the work starts.
Hold agencies to a scorecard
Most agencies underperform because nobody on the client side holds them to an agreed number. I set the scorecard and act as the counterpart who can make decisions.
Sequence before speed
Transformations break when notice goes out before ownership of data and platforms is settled. I get the order right, then move quickly.
Toolkit and background
- Platforms
- Google, Meta, Microsoft, LinkedIn, The Trade Desk, StackAdapt, Criteo, GroundTruth
- Measurement
- GA4, GTM, Salesforce, LiveRamp, Simon Data, Invoca, FullStory
- Industries
- Vacation ownership, travel and tourism, hospitality, multi-location consumer
- Education
- M.S. Entertainment Business, Full Sail University
- Based
- Orlando, Florida
Contact
I’m open to Director of Marketing roles and above, especially in travel, hospitality and multi-location consumer businesses.
- mitchell@mitchellbishop.com
- linkedin.com/in/mitchellbishop
- Location
- Orlando, FL