Adriana Desmond

Lunchbox is an enterprise order management solution enabling B2B catering, multi-channel ordering, digital loyalty, and guest engagement for multi-unit restaurant brands.

• Responsible for all content and strategy across blogs, guides and social media, product marketing and positioning, webinars, events panels, press relations and releases, partnerships marketing, and GTM.
• Generated over $2.2M in SQLs in Q1 of 2024, contributing to marketing surpassing its goal of $5.5M in new pipeline leads.
• Generated over $1.4M in SQLs from strategic webinars in Q1.
• Generated over $2.3M in SQLs in Q2 of 2024, tracking to meet quarterly goal.
• Work very closely and cross-functionally with sales, partnerships, customer success, and product teams.
• Work closely with external Lunchbox partners including tech integrators in guest feedback, geo-location, POS, middleware, and more to develop co-marketing and upselling opportunities.

• Managed a digital design and marketing agency within Lunchbox, focused on first-party growth strategies, strategic campaigns, data and reporting, design support, and loyalty engagement.
• Managed a team including three marketing success partners, two graphic designers, a project manager, and a growth marketing specialist.
• Innovated and introduced new strategic integrations and partnerships into the marketing tech stack including Customer.io for automated email marketing and Adroll for digital advertising.
• Customers enrolled in Studio experienced $30k in additional revenue per location and 1.5-2x GMV index growth over the first 6 months.
• Created a business plan to monetize studio to account for 10% of Lunchbox total revenue in 2023 and reach $1.2M in ARR.

• Built a new department within Lunchbox that focused on providing restaurant marketing growth strategies and campaigns across digital ordering channels.
• Worked with all restaurant customers, and cross-functionally with Customer Success, Operations, Sales, and Partnerships teams.
• Strategized and built marketing campaigns through automated email marketing (leveraging over 50+ guest data points), digital advertising, social media, and on-premise channels with a focus on loyalty program enrollment and first-party platform adoption.
• Responsible for building a restaurant email marketing playbook that generated 20%+ open rates, and 5% conversion rates to purchase on average.

FitSwoop is a marketplace booking and membership platform for consumers to access 100's of boutique studios and box gyms within their metro area, without the commitment of membership at any single studio.

• Consulting role to spearhead launch strategy, timeline, and go-to-market plan for FitSwoop's premier markets in Toronto and Washington DC.
• Wrote and standardized pitch script, client powerpoint presentation materials, sourced and successfully onboarded and managed over 50 merchant partners
• Communicated directly with partners, leadership, and app development team to brainstorm, discuss strategy and mitigate merchant operational issues, automate customer support, and make improvements to search function in-app.
• Maintain and update all partner content, images, and schedules
• Worked with creative agencies to supervise creation of digital assets to catch attention of fitness and sports consumer market.
• Tracked trends and suggested enhancements to both challenge and refine company's product offerings, resulting in new product launch of Private Group Classes that created a new revenue stream for both merchant partners and FitSwoop.

Ritual is a marketplace ordering app for pickup orders across 1,000's of restaurants in the US and Canada. Adriana was responsible for launching and expanding new markets across the US and Canada including Boston, DC, Philadelphia, Montreal, New York, NY, Toronto, and more.

• Managed regional sales team of 6 across Atlanta, NYC, D.C, Montreal, and Toronto
• Met with each Market Development Manager on weekly basis to identify techniques to overcome sales obstacles
• Assessed each location's individual and team performances, analyzing data trends to determine best methods to improve sales results, resulting in 10% improvement to pitch conversion ratio
• Communicated cross functionally with Senior Leadership, Campaign Managers, and Strategy to ensure sales team achieved KPIs within project deadlines
• Delivered weekly, monthly and quarterly presentations to leadership team tracking sales and marketplace KPIs.
• Monitored customer buying trends, market conditions and competitor actions to adjust strategies and achieve sales goals

• Created digital training content for a global comprehensive sales training program
• Implemented ongoing feedback from sales team on improvements to productivity tooling, workflow, and SFDC dashboards inline with sales KPIs
• Organized and executed digital and in-person training programs for sales hires including managing timeline, agenda, participants, and completion
• Created and maintained marketing materials for sales presentations and client meetings
• Monitored sales performance dashboards and reported to Regional Managers/individual reps to identify areas for performance improvement

• Secured and managed over 400 high-value accounts in new and existing markets through consultative selling, effective customer solutions and promoting compelling business opportunities
• Created and tested pitch for new go-to-market strategy in Philadelphia, resulting in 10,000 active customers acquired within 2 weeks of launch, which then scaled to all subsequent city launches
• Managed key initiative and created sales playbook using quantitative and qualitative data to drive merchant depth across high-priority metros across US and Canada
• Employed consultative sales techniques to achieve 80% success rate in closing sales

• Sourced and onboarded 200+ restaurant partnerships in Boston,MA
• Managed loyal and strong relationships at local account level
• Demonstrated products and features at customer locations
• Adapted sales techniques to specific clients and promoted products based on individualized client needs
• Managed customer support tickets through Zendesk platform
• Installed technical equipment and onboarded partners

• Responsible for managing and building relationships, and increasing sales opportunities within emerging, mid, and enterprise companies
• Provided creative solutions and consultation to meet client's digital marketing needs by thoroughly evaluating client goals, contracts, expectations, and budget negotiations
• Responsible for cost estimation of projects, translating client needs, project proposal, and leading all internal/external meetings
• Coordinated with project managers, art directors, designers, developers, 3rd party vendors, and project stakeholders to complete projects to assured client satisfaction

• Grew and maintained lists of current, past, and potential accounts
• Provided consultation & solutions for company's IT & digital marketing staffing needs
• Monitored industry trends and news to uncover new business opportunities and educate clients
• Met with Managers, Directors, VP and C-Level executives
• Measured on meetings and prospecting activity weekly - achieved over 100% each week for 8+ months
• Uncovered 3 new accounts and exceeded over 520% in closed revenue for January 2016 - ranking second top sales in Boston