Open to opportunities

Bruce Skala

@bruceskala

Message

I am a strategic foodservice sales leader driving profitable beverage and distribution growth.

United States

Message

What I'm looking for

I’m seeking an executive foodservice/beverage leadership role to drive profitable growth through distributor and broker partnerships, trade optimization, data-driven strategy, cross-functional collaboration, and board-level impact.

I bring 25+ years of foodservice sales and marketing leadership, currently directing commercial strategy for a global portfolio spanning 450+ locations across 28 countries. I specialize in distributor development, broker management, trade design and contract optimization while overseeing multi-million dollar marketing budgets.

My work has driven consistent results — including same-store sales growth of +6% for three consecutive years, a loyalty program that lifted check average +23% and annual visits +9%, and industry recognition such as NIL Brand of the Year (2023). I lead cross-functional negotiations with franchise partners, vendor brands and Boards to align strategy and execution.

I am data-driven and relationship-focused, translating market intelligence into profitable go-to-market programs and scalable distributor partnerships. I also serve in industry leadership roles and bring board-level perspective to commercial strategy and market development.

Experience

Work history, roles, and key accomplishments

Current

Chief Marketing Officer

Current

Hooters of America, LLC

Jan 2020 - Present (5 years 7 months)

Lead strategic direction for foodservice operations across 450+ locations in 28 countries, driving same-store sales growth of +6% for three consecutive years and managing $15MM+ in marketing budgets; launched a loyalty program that increased check average by 23% and annual visits by 9%.

Trade Design Budget Management Contract Negotiation Loyalty Programs Go To Market Strategy

Sr. Vice-President of Marketing

Hooters of America, LLC

Jul 2016 - Apr 2020 (3 years 9 months)

Created and chaired franchisee marketing committees to align the annual promotional calendar across distributor and broker networks, led an agency review that reduced costs and improved efficiencies, and increased franchisee convention attendance and satisfaction by 20%.

Franchise Marketing Broker Alignment Agency Management Cost Optimization Stakeholder Engagement Event Management

Vice-President of Marketing

Hooters of America, LLC

May 2013 - Jun 2016 (3 years 1 month)

Led beverage category strategy for 450+ domestic locations, growing the beverage category 8% year-over-year through strategic distributor and broker programs while managing a $15MM marketing budget and a 15-person field marketing team.

Beverage Category Strategy Trade Promotion Budget Management Team Leadership Field Marketing Negotiation

Director of Field Marketing

Heineken USA

Dec 2003 - Dec 2009 (6 years)

Oversaw development and execution of national and regional distributor programs and broker field sales initiatives to drive profitable growth across multiple beverage brands and negotiated branded partnerships with sports teams and venues to expand market presence.

Field Marketing Field Sales Contract Negotiation Strategic Planning Market Analysis

Sr. National Account Manager/Brand Manager

The Coca-Cola Company

Jan 1990 - Nov 2003 (13 years 10 months)

Managed national chain accounts and distributor relationships in the foodservice fountain division over a 13-year progression, developing Dasani's distribution strategy in the foodservice channel to expand market coverage and sales performance.

National Account Sales Go To Market Strategy Sales Strategy Market Analysis