Franchise Update Magazine Issue IV, 2012 | Page 26

Grow Market Lead

By Kerry Pipes

Marketing Leadership
Checkers’ Terri Snyder on the growing role of the CMO

T

erri Snyder’s 30 years of experience in foodservice marketing
include stints with Pizza Hut,
Domino’s, and T.G.I. Friday’s.
During the past 5 years, she has served
as CMO of Checkers Drive-In Restaurants (which also includes Rally’s). Under
her watch, the nearly 800-unit brand has
received some of the restaurant industry’s most prestigious awards including
“Best Drive-Thru in America” from
QSR magazine, and the “Hot! Again”
award from Nation’s Restaurant News.
Since the marketing director and team
play a vital role in the ongoing health

“You have a
unique
opportunity to
develop lasting
relationships
with amazing
business leaders
and their
families.”

and prosperity of a brand, we asked her
to discuss leadership and development
from a marketing perspective.
Describe your role as a franchise
CMO. Serving as a franchise CMO is a

broader, more complex, and, I believe,
more gratifying role than that of a traditional CMO. It requires significantly
more listening, openness, consensus
building, and communication. But in
retu