From Campaigns to Customers: How One Brand Built a Smarter Marketing Mix


With tighter budgets and more competition, restaurant marketers can’t rely on guesswork. In this session, a brand marketing leader shares the real strategies they’re using to drive measurable traffic across multiple locations.

You’ll hear how they balance digital, promotions, local marketing, and direct mail and how data from each campaign helps them refine targeting, offers, and market strategy to improve performance over time.

Presenters
Larissa Caballero
Director of Advertising
Roots Natural Kitchen
Larissa Caballero is a growth-focused restaurant marketer. As Director of Advertising, she leads go-to-market strategy for new restaurant openings and drives sustained same-store growth through audience insight, localized media strategy, and high-performing creative. With more than a decade of digital marketing experience, Larissa specializes in building awareness, trial, and loyalty in competitive, student-dense markets. She is especially energized by turning grand-opening buzz into lasting customer relationships and long-term brand affinity.
Shelly Swanson
Brand Growth Strategist
direct2you
Shelly Swanson is a Brand Growth Strategist at direct2you, helping restaurant and multi-location brands turn real customer data into smarter decisions and measurable growth. With decades of experience in restaurant marketing, she partners closely with brand leaders to build targeted programs that drive traffic, improve ROI, and deliver lasting results. Shelly is passionate about building strong relationships and helping marketers move beyond guesswork by using real performance insights to refine strategy, strengthen customer connections, and make every marketing dollar work harder.
Presented by
View Full Agenda