Molly (Currey) Morter

 

Skills and Focus

Leadership
& Innovation

  • Constantly curious learner and framework innovator

  • Empathic, active listener

  • Clear understanding of individual and group dynamics

  • Methodical, results-focused manager applying proven, detailed systems

Creative Ideation
& Brand Building

  • Brand architecture, naming, and identity systems

  • Messaging architecture, brand building tone/voice

  • Brainstorm facilitator and idea generator

  • Standard ‘diet’ of Inspirational AF ideas for all team members

360 Marketing Strategy & Execution

  • Data-driven, strategy-centric creative thinker in multiple verticals

  • Regularly propose fully integrated programs included celebrity alignment, digital acceleration, and social media enhancements

Business Builder
& Revenue Driver

  • Establish business models, sales accountability, and profitability standards for all business units and/or accounts

  • Regularly leverage personal network and proprietary assets to uncover new opportunities

 

CV

 

What If Syndicate

March 2020 - Present

Chief Marketing Officer (CMO)

What If Syndicate is one of the fastest growing national restaurant collectives behind some of the nation’s most sought-after brands including Maple & Ash, etta, Monarch, Kessaku, Celestina Rooftop, and Café Sophie.

Head of Marketing & All Brands

  • Managed the national marketing team and opened 7 new restaurants to grow annual revenue from $20M to over $80M

    • Joined as the first female C-level executive (with an ownership stake in the business), having previously earned value through sweat-equity contributions as an independent consultant.

    • Constantly striving for diversity and inclusion in all aspects of our business from my own team and out through all of our locations.

    • Confidently support and navigate multi-cultural environments including our brand-driven tenets for Maple and Ash as an American steakhouse, Kessaku as an Omakse, Celestina as a celebration of Latinx and more.

  • Created and oversaw expansion programs for our existing and emerging brands at various stages of concept through execution. Opened or expanded markets (some still in progress) with multi-million dollar budgets for Maple and Ash Miami, Houston, and Beverly Hills, etta River North and Scottsdale, Monarch Dallas, and Kessaku Dallas.

    • Specifically, concepted and launched our first expansion outside our Chicago market with a high-end brand in Dallas called Monarch. Oversaw naming, market positioning, messaging, and grand opening execution for the restaurant including an operating partnership with the on-site hotel and building teams, responsibility for onsite wayfinding, finishes and guest experience, ultimately resulting in achieving the best new restaurant in Dallas in our first year.

  • Built a fully functioning, multi-disciplinary team from the ground up to execute on positioning, messaging, design, and rapid execution servicing all levels of the organization and all expansion activity.

    • Evaluated and oversaw the integration of martech systems from content management (CMS) to standard integrations with front-of-house purchasing, retail integrations, club memberships, and social media automation. (Stewarded the streamlining of internal systems including email strategies, recipe standards, and related preparation training to drastically improve consistency and efficiency.)

    • Create marketing standards and related SOPs for all restaurants to support public relations, social media, paid digital, traditional paid advertising, reviews, email marketing, events and sponsorships, resulting in cohesion and efficiency across the organization.

  • Oversaw all corporate communications, public relations, and social media for What If Syndicate in support of effective messaging for investors, real estate partners, media, HR/employees, legal, and more.

 

DKC Public Relations

July 2014 - August 2020

EVP & Managing Director

DKC is a full service public relations and marketing company specializing in media relations, digital and social media, integrated marketing, executive positioning, crisis management, public affairs, original content development, event production, advertising and branding.

Head of Chicago Office, All New Business, and All CPG Delivery

  • Was recruited away from the early stages of my independent marketing firm by the CEO of DKC to take over the company’s expansion into Chicago.

    • Responsibilities included securing flagship office space, hiring the entire Chicago team, and building a book of business that both sustained the agency locally and contributed significantly to national goals.

    • Grew DKC Chicago’s revenue from $0 to $3M in the first year, personally acquiring clients such as Dyson, Trunk Club, Cars.com, Princess Cruises, Goose Island Beer Company, NOBU, DoubleGood Popcorn, Bragg Live Foods, St. Jane Hotel, Maple & Ash Chicago, Rewards Network, Hormel, LensCrafters, Refinery29, PuppySpot

    • Actively contributed to and influenced the New York-based executive team, informing all major agency decisions, from multi-million dollar budgets, to strategic hires, to oversight of global clients.

    • Oversaw the leasing negotiations, design, and buildout of a 20,000 foot office space, including custom murals by local artists, one-of-a-kind sculptures, and cutting-edge infrastructure.

  • Led the agency’s entry into the CPG category as a major contender for the first time in their history and elevated the agency’s ability to pursue and win work overall, increasing win-rates by 30% on average.

    • Directed and managed all new consumer business opportunities across the agency. Built and led strategy, idea generation, and presentation performance for pitch teams for high-impact brands including Beyond Meat, Walgreens, David Yurman, Anheuser Busch, Jack in the Box, McDonald’s, L’Oreal, Hello Bello, Red Bull, Rover, Yelp, Airbnb.

    • Created and led all DKC new business processes, standards, and training sessions for all levels of staff (including executives). Designed curriculum based on level and task force teams to help identify, prospect and pitch new business more effectively, bring better innovating ideas to the table, and dramatically increase win-rates.

  • Concepted, named, built the business plan/model for HangarFour, the first creative services group within the agency (an agency-within-the- agency model). HangarFour became a lead offering for key clients and a strategic weapon in competing with much larger firms with much larger creative departments.

    • Established the creative production process within Hangar4, especially during pursuits, applying cost controls and strategically bowing out of opportunities unlikely to be won (typically in contradiction with executive egos) before over-investing time and resources unnecessarily.

  • Redesigned, repositioned, and updated messaging for “DKC 2.0”. Managed full agency rebrand - from collateral to website to pitch materials to new headquarters office floor plan, interior design, change communications, and more.

 

GOLIN

January 1999 - June 2014

Executive Creative Director (ECD)

G4 Creative Group Lead

GOLIN is an integrated agency with PR, digital and content at its core. With 50 offices around the world and 60 years of experience, Golin's purpose is to create change through relevant, brave work worthy of awe and action. "Go All In" is the agency's ethos with a commitment to bravery over mediocrity.

As Executive Creative Director

  • Led new business development pursuits with a successful track record of winning new clients. Within the first two years, secured more than $8 million in incrementally new revenue and added new clients to our roster including IZOD, VTech Toys, Playtex, American Greetings, Lipton and Mountain Dew.

  • Managed creative for the agency’s top clients including McDonald’s, Walmart, Sargento, Mountain Dew, Discover and Lipton.

  • Delivered creative that verifiably drove sales, changed perceptions and delivered consumer engagement and advocacy.

  • Motivated the team to deliver game-changing creative for existing and new clients (and to have fun doing it)

  • Managed hiring, career development, and overall strategic growth for 25 creative staff ranging from art directors to copywriters to industry-specific strategists.

As Consumer Group VP - Auto/Motorsports Lead

Recruited away from a successful career in off road racing, with ‘firsts’ including being the first woman to race a 10,000 pound x 1,000HP semi up Pikes Peak Mountain achieving Rookie of the Year, Baja 2000 competitor, on-screen race promotions on MTV Spring Break, and early reality shows/competitions such as Junkyard Wars on TLC.

  • Managed national publicity for Indianapolis Motor Speedway events including The Indianapolis 500 with Mario Andretti and Formula 1 US Grand Prix with Bernie Ecclestone.

  • Built the communications strategy in concert with Daimler Chrysler’s sponsorship for Dodge’s return to the NASCAR Winston Cup Series, leveraging Richard Petty as the celebrity spokesperson. Results included innumerable sales assets, storytelling devices, and news coverage.

  • Developed media relations programs for Dodge Craftsman Truck Series, National Hot Rod Association, World of Outlaws, LeMans and the Neon Celebrity Challenge Series.

  • Managed BP U.S. Fuels Marketing business, including crisis management communications during the Deepwater Horizon spill, including moment-to-moment messaging between BP Corporate and the field/jobbers (franchisees).

  • Reinvigorated open-wheel racing and brought Hollywood style and glamor back to a storied sport for IZOD IndyCar racing.

  • Created the local, grassroots communications strategy for the launch of Chicagoland Speedway.

Hospitality and Tourism Practice Lead

  • Pioneered the agency’s expertise in managing hotel and hospitality clients. Established our first clients in this space and defined standards for new clients going forward, effectively growing the practice from the ground up.

  • Opened the Elysian Hotel and Residences, one of the most recognizable brands in five-star luxury in Chicago. The property included two restaurants, one bar, and one spa all of which were promoted in concert with the hotel and residences. Also established one of the first no-tipping policies in Chicago (if not the country).

  • Developed the launch and opening strategy for the most elite hotels in Chicago at the time, including The Hard Rock Hotel Chicago, W Hotel Chicago City Center, and W Hotel Chicago Lakeshore.

Education

Marquette University, BA in Communications
1994 - 1998

 

Focused on the art of communications with a focus on public relations and advertising.

  • GPA: 3.4

 

Activity & Recognition

 

  • World Champion Off-Road race car driver, retired

  • Featured guest on Discovery Channel’s Sticker Shock

  • Co-owner of Saint Emeric, pop up restaurant in Logan Square

  • Interview with Design Your Thinking

  • Interview with Chicago Tribune

  • Co-Chair of Les Dames d'Escoffier, Chicago Chapter