MURALI KRI SHNAN

23 Windermere Rd, Boston MA 02125 | T (617) 320-2629 | E mkrishnan21@gmail.com

www.linkedin.com/in/muralikrishnan1

Global Strategic Marketing | Brand Development

Enjoys Specializing in Full Life Cycle Marketing and Growth Campaigns For Small and Medium Size Companies

Marketing: Branding & Identity| B2B | Sales Promotion/Partnerships |Web & Social Media
Creative: Art Direction | Branding & Identity Art Direction | Direct Marketing | User Experience
Operations: Project Management | Market Research | Cost Containment |Retail Design and Build Management

Director of Marketing & Merchandising | UNIDINE | 2012 - PRESENT
Food Management magazines top 50 and fastest growing companies. With a focus of serving fresh made-from-scratch meals within
healthcare and business dining, Unidine has and continues to grow upward of 20% over the last 4 years.
HIGHLIGHTS:
Building impactful partnerships
Turned a high overhead marketing department into a profit center by establishing partnerships with local print and design & build
partners by negotiating a rebate program that resulted in $80K within the first 10 months.
Managed over $1M+ in client capital expense dollars to develop and build innovative retail and dining spaces.

Setting Standards
Authored the first retail and merchandising standards for the Unidine Corporation.
Advisor to the supply chain group in selecting all paper, disposables and smallwares for the organization while being fiscally
responsible.
Managed all creative development for graphic design, retail, signage, merchandising and cafe redesign projects.
Defined annual promotional calendar and marketing plans and oversaw creative execution.
Creative lead for the corporate website refresh scheduled to launch in 2014.
Marketing lead on the architecture, design and training of MYUNIDINE, the first share-point intranet system rolled out in February
2014.

Business Development
Worked closely with the Senior VP of Business development on proposal writing, development and presentations within all three
lines business.
Marketing representative on all site surveys and client presentations.
Assisted the business lines on proposals that totaled over $50M in managed volume.

COMPASS GROUP | 2001 - 2006, 2007 - 2012
A Fortune 500 company and the largest foodservice and hospitality company in the world
Director of Marketing & Promotions CHARTWELLS (HIGHER EDUCATION) | 2007- Present
Senior Designer, OUTTAKES (CONVENIENCE RETAIL BRAND) | 2003 2006
Marketing Specialist, EUREST DINING SERVICES (BUSINESS & INDUSTRY) | 2001 2002

Managed all creative development, brand vision, architecture and agency relations for Chartwells USA, a $1.2 billion contract food
service company. Create strategic programs promotions and internal-brands for Chartwells Higher Education. Sector liaison to
Compass Group Strategic Marketing and Retail teams to devise strategies for yearly promotions, partnerships and social media.
Assess all new technology vendor partnerships and integration.

HIGHLIGHTS:
Brand Development & Management
Collaborated with internal brand Mondo Subs to develop in house limited-time offers and promotions. Promotions curbed
spending and resulted in 30% increase in sales in 08- 09.
MU R A L I K R I S H N A N R E S U ME P A G E 2


Independently conceived and developed highly customizable and cost-effective solution to
allow award winning and exclusive flagship dining brand only accessible to 20% of clients to
expand to 80% of accounts that were originally excluded due to high cost of entry.
Teamed up with Director of Nutrition to develop highly successful BALANCED U and
PERFORMANCE programs (in piloting process). Designed innovative programs specifically to
encourage overall healthy eating habits for general student and athletic populations.
Website design lead for the Chartwells corporate website and intranet portal.
Internal Brand Development: Provide custom branding and strategic marketing solutions to
clients requesting home grown branding services that do not require royalty fees or
compliance with national branding guidelines. Work samples available upon request.

Strategic Partnerships & Vendor Management
Partnered with Kelloggs and Morning Star Farms to create innovative FUEL UP veggie
program resulting in increase of 187% (2009 2010) for all 3 products, and 127% increase in
overall category (veggie burgers) in Chartwells college and university sector.
Worked closely with brands (Kraft, PepsiCo, Kelloggs, Coca-Cola etc) to drive selected products
and campaigns to the higher education market.

Campaign Development & Management
Spearheaded all limited time offer and promotional campaign development utilized by 230
campuses nationwide. Anecdotal feedback has been consistently positive.
Art directed and developed new campaign for meal plan marketing that showed a 25% boost in
meal plan sales in 2010.

Cost Containment
Managed over $1M in marketing funds.
Integrated a successful print-on-demand solution that saved $250K + in warehouse and fulfillment costs in 2008.
Learned AUTOCAD and developed in-depth understanding in floor plan layout design to create first-ever in-house preliminary
floor plans, saving brand over $100K in design fees

Design
Created first package prototype for Simply Nuts fruit and nut program resulting in 15% increase in sales since implementation
and is still used.
Awarded first place Best in Print for internal brochure series by the Communicator Magazine.

ADDITIONAL DESIGN & MARKETING MANAGEMENT EXPERIENCE

Senior Designer/Marketing Manager | LOWES COMPANIES INC| Mooresville, NC | April 2006 November 2007
Led team of designers, production artists, copywriters, marketing specialists and content specialists.

HIGHLIGHTS:
Project Management
Managed creation and implementation of bi-monthly circulars with distribution of 38 million consumers.
Managed over $80M in cafe redesign projects in retail, healthcare and education.

Art Direction & Strategy
Directed and conceptualized photography for all holiday specialty magazines.
Worked closely with product development and packaging teams as a strategist.

Partner/ Marketing Strategist | D.STUDIO21 | Stamford, CT | 2007-2012
Created corporate communications and promotional marketing collateral including ads, corporate identities, direct marketing,
online communications, publications, websites, collateral, catalogs, POP, in-store display, tradeshow booths, retail signage,
comprehensive marketing plans and strategies.
AWARDS
Compass Group North
America Be-A-Star
Associate of the Year,
2005

AIGA Merit Award 2004

Addy Award 2002

Dorothy Getz Fellowship

EDUCATION
MBA Marketing &
Management,
UNC CHARLOTTE,
Charlotte, NC, 2005

BFA, Design & Economics
OHIO WESLEYAN
UNIVERSITY
Delaware, OH, 2001