How to Protect Your Brand When Going Global

How can you manage your marketing to keep a central voice when operating all over the world? Is it OK to allow the franchisee to control his own messaging or does that lead to a disjointed brand voice? Our experts will answer these questions and more to help you keep control of your brand.


Shawnon Bellah | COO | Crest Foods, Inc. (Nestlé Toll House Café by Chip)

Shawnon Bellah is Chief Operating Officer of Crest Foods, Inc., franchisor of the successful Nestlé Toll House Café by Chip concept. Shawnon began her career with Razzoo’s Cajun Café before moving to Metromedia Restaurant Group in 2001. She worked in Bennigan’s franchise operations until 2008, when she was hired as Director of Training and Menu Development for Nestlé Toll House Café. Shawnon served as VP of Operations and SVP of Global Operations before becoming COO in 2015. She also initiated the opening and growth of the concept in the Middle East and Canada. She was featured on CBS’ “Undercover Boss” in December 2015.

Paul Mangiamele | Chairman & CEO | Bennigan’s

Since taking the helm at Bennigan’s in 2011, Paul Mangiamele has championed several game-changing initiatives aimed at revolutionizing the casual dining category and bringing the iconic brand back to its legendary status. In February 2015, Paul and his wife, Gwen, purchased the company. Paul’s background includes operations, marketing, franchise development and broker and distributor networks, as well as building and leading teams in start-up, growth and Fortune 500 environments. During his 30-year career, he has served as President & CEO of Salsarita’s Fresh Cantina; President & CEO of Dalts Classic American Grill; Vice President of Business Development for Carlson Companies; and Executive Vice President and COO at Sport Clips.

Anthony Russo | CEO & Founder | Russo’s Restaurants

Chef Anthony Russo, founder and CEO of Russo’s New York Pizzeria and Russo’s Coal Fired Italian Kitchen, was born into the restaurant business as the son of fine dining Italian restaurateurs. In 1992, Anthony created a concept in Houston that would ultimately become Russo’s New York Pizzeria, which opened to rave reviews and became a dining sanctuary for a number of transplanted New Yorkers living in Houston. By 1994, he began franchising the Russo’s New York Pizzeria concept, and in 2008, Russo introduced a second concept, Russo’s Coal-Fired Italian Kitchen, which extends the Russo’s experience with a more in-depth Italian menu prepared in authentic coal-fired ovens and a broader selection of wines. Today, the two brands have a combined 40+ locations in the U.S. and Middle East.


Barbara Safina | Franchise Account Manager | Cockrell Enovation

As a Franchise Account Manager, she takes advantage of the communication and marketing skills developed during her time in the hospitality and real estate industry. She recently moved to Fort Worth, Texas from Miami, Florida, where she refined her skills in developing print and online marketing initiatives. Her greatest areas of interest within brand management are creative and positioning. Barbara holds a degree in Business Administration, with a double major in Marketing and Management and a minor in Finance. She’s from Venezuela and speaks fluent Spanish and Italian.

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