Events

Let’s Talk Culture-Based Marketing & Brand Strategy!

Marketing is such an evolving and ever-moving target that can be a completely subjective topic. But marketing doesn’t have to be a scary word. Nor should it be ignored or underfunded. In a time of pulling back expenditures, it is critical to learn the key points of investing in strategies to generate revenue without increasing costs. Mastering a few techniques could make all the difference to your bottom line.

Pick the brain of an expert with nearly 30 years’ experience during the live interactive Q&A session on beverage marketing strategy and the three critical components of marketing strategy, outsourcing, how to create a stronger ROI and the secrets to maximizing menu positioning by maximizing ROI through culture, programming and tactics.

By implementing a culture-based marketing strategy, you will learn how to focus on listening to your workforce’s ideas, engaging their creativity, promoting their passions and putting more dollars into your pocket. Profitability is important, but it’s not possible without the people behind it. And if they don’t feel like you’re authentically engaged, you’re already losing money. Learning how to craft an internal message that speaks to the motivational factors of your workforce, generates the results of building loyalty and reducing attrition.

About the Presenter

Christie J. Lawler – Founder & Owner of CJL CONSULTiNG, Founder of The WITI Group and Creator & Owner of JAB MiXOLOGY

Christie Lawler is a leading expert in beverage marketing as the Founder & Owner of CJL CONSULTiNG, a beverage marketing agency that houses a nonprofit organization – The WITI Group, and a line of infusion and mixology products – JAB MiXOLOGY. She is a public speaker, host of her own podcast and will be releasing her first book in 2021.

Christie Lawler founded CJL CONSULTiNG in 2009 while completing her MBA as a way to stay engaged in her career while completing her studies. Through CJL CONSULTiNG, Christie supports clients by creating beverage marketing and training programs for the likes of Alamo Drafthouse, American Social, Arcis Golf, Drive Shack and Flagship Restaurant Group. Christie is also the host of Lawler Out Loud: Mixing up the Mainstream – a weekly podcast featuring trendsetters and newsmakers around the hospitality industry.

Prior to the rebrand of CJL CONSULTiNG in 2017, Christie was consulting with AREAS, Smokey Bones and Shula’s after spending seven years serving as the National Accounts Manager for both Sidney Frank Importing Company and Lavazza. After managing more than 200 accounts across the U.S., she was excited to bring her knowledge of the sales side full circle to help her company’s clients drive their beverage strategy forward.

Before entering the world of sales, Christie worked as a newspaper reporter and went on to create the marketing office for MWR Europe covering Southern Germany while stationed overseas with her active-duty husband. Upon moving back to the U.S. in 2004, Christie got her first taste of national accounts beverage marketing while creating training and beverage programs for HMSHost, Consolidated Restaurant Operations, Outback Steakhouse and House of Blues.

In 2018, Christie developed the charitable side of her career founding The WITI Group, a 501(c)(3) foundation focused on empowering and supporting the women of the hospitality industry. In just two years, she has grown the foundation from an idea to a collective of nearly 70 female leaders across the food and beverage industry. She is also known for creating the only non-profit, female-only, invitation-only conference in the hospitality industry – The WITI Conference.

In 2020, Christie launched her first product line with the release of JAB MiXOLOGY, a line of infusion jars and products that create hand crafted cocktails in two simple steps. Getting rave reviews from customers, JAB stand for “just add booze” and simplifies the process of mixologist-crafted cocktails for the every day consumer. By taking the guesswork out of mixology, the in-home cocktail experience is elevated and demystified.

Christie is proud be a member of the Female Founders Collective as well as volunteering as a CORE Ambassador and serving as an advisory board member for “The Bar” with Datassential and serving on the Glancy Wine Education Foundation Board of Directors. CJL CONSULTiNG is WBENC Certified as a Woman-Owned Small Business.