General Session / Tuesday / June 3, 2025 / 4:30 PM

Local Store Marketing Drives Success

Local. Local. Local. It’s the heart of every thriving business, yet many brands struggle to truly connect with their communities.

Local Store Marketing is the secret to not just getting noticed, but to creating lasting relationships with customers right in your neighborhood.

In this session, you'll hear from industry experts who know that successful customer acquisition starts with local engagement. You’ll discuss which techniques move the needle and how to develop them effectively through tailored marketing strategies.


PRESENTERS

Toni Martinez | Senior Account Executive | direct2you
Toni Martinez has years of experience in the direct mail industry and a genuine passion for helping businesses grow. Toni and the team at direct2you specialize in connecting businesses with the right customers at the right time, leveraging data to craft tailored marketing strategies that drive success and elevate brand impact.
Courtney Mazzella | Vice President of Client Services | Champion
Courtney Mazzella joined Champion in 2011 and since then has established herself as a dynamic leader within the agency and a trusted, "invaluable partner" to many of Champion's clients. As Vice President of Client Services, Courtney is passionate about immersing herself in her clients' brands to become their strongest advocate and strategic ally. Her expertise spans media outreach, influencer marketing and strategic planning, and she has been the driving force behind several high-impact initiatives. Courtney also leads Champion's proprietary Local Restaurant Marketing practice, a cornerstone of the agency's offerings. In this role, she helps brands create buzz, build awareness and generate goodwill at the local market level. Over the past decade, Courtney has overseen more than 2,000 grand openings across the country for powerhouse brands such as Raising Cane’s, Dog Haus, Logan’s Roadhouse and many more.
Katie Reed | Fractional Field Marketing | Multiple Brands
Katie Reed is an experienced field marketing leader with a proven track record of building and scaling localized marketing strategies for multi-unit restaurant brands. With almost 20 years in the industry, she has partnered with both established chains and emerging fast casual concepts to create impactful programs that bridge the gap between corporate strategy and in-market execution. Her work spans national and regional campaigns, local store marketing activations, and operational marketing support. She’s collaborated closely with brands like Capriotti’s and Mahana Fresh, helping drive engagement, traffic, and sales through customized, market-level efforts. Known for her organized approach, creative problem-solving, and deep understanding of franchise systems, she is passionate about elevating brand presence at the local level. Currently, she serves as a fractional field marketing partner for several fast casual concepts, working directly with operators and leadership teams to bring national marketing to life in local markets.
Julie Wade | Head of Marketing | Taziki’s
Julie Wade currently leads marketing efforts for Taziki's Mediterranean Cafe, a 100-unit elevated fast-casual brand headquartered in Birmingham, AL. As the head of marketing since 2000, she oversees brand strategy, customer experience, and marketing campaigns across all channels. Prior to Taziki's, Julie held leadership roles at Yogurt Mountain, Huddle House and a large franchisee of Blockbuster Video, driving product development, franchise relations, and field marketing initiatives. She also brings entrepreneurial experience as the owner of Retail Connections Consulting and Vestrain Consulting. Throughout her career, Julie has consistently demonstrated a strong ability to build brands, foster customer loyalty, and achieve business growth.
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