For nearly a decade, I created, led, and evolved the brand for the Long John Silver’s National Purchasing Cooperative, a division managed by Alliance Cost Containment to help franchisees reduce operating expenses through negotiated cost-optimization programs.

The work began with developing the brand from the ground up, including its positioning, visual identity, messaging, and communications framework. As programs and business priorities evolved, I continued to steward the brand and ensure it remained clear, credible, and relevant to franchise owners and operators across the national system.

In close partnership with the broader client relationship team, procurement specialists, suppliers, and company leadership, I helped align communications around program priorities, franchisee needs, and opportunities for growth. Complex purchasing and savings programs were translated into clear, persuasive content that demonstrated value, supported participation, and helped franchisees identify practical ways to improve profitability.

The brand extended across every public-facing touchpoint, including the website, email campaigns, program launches, franchisee communications, conference displays, promotional materials, sales collateral, and executive and board presentations. The role also included supporting customer relationships, preparing materials for national conferences and franchise meetings, and helping position new supplier programs for successful rollout.

This long-term partnership combined brand creation, strategic stewardship, creative execution, and commercial understanding. The result was a cohesive and trusted brand experience designed to support franchisee engagement, strengthen client relationships, and advance the cooperative’s growth goals.