Paul worked closely with Arby’s at both the national and co-op media level to launch Arby’s new Value Menu. The Value Menu campaign featured both broadcast and digital media including national broadcast TV, SMS text, digital video, email and digital display. The program leveraged digital’s new Real-time Bidding (RTB) for digital video and display with state-of-the art viewing and validation. Integrated with local POS sponsorships with the NFL, NHL and MLB, the program delivered a positive ROI for Arby’s franchisees and helped franchisees diversify a print-centric media portfolio. In addition to executing the Value Menu program, Paul developed a performance tracking and reporting dashboard to ensure the franchisees could measure their results at an individual store and DMA level. Paul has extensive experience building effective media strategies in the casual dining restaurant category for Blue Ribbon Holdings O’Charley’s restaurants, Perkins restaurants and United Ohana’s Roy’s restaurants, with specific experience in digital media execution.