Recognized by Entrepreneur as a Top CMO Gamechanger, Mitchell Will Lead East Coast Wings + Grill’s Growth Strategy
East Coast Wings + Grill (ECW+G), a popular casual dining restaurant franchise, has tapped Ashley Mitchell as vice president of marketing. Mitchell will leverage experience gained from previous work with several well-known franchises to drive the North Carolina-based brand’s new five-year growth strategy, and elevate brand awareness, local store marketing and lead generation.
Mitchell had been familiar with ECW+G and some of its leaders, and expressed admiration for their laser focus on unit-level economics and building a healthy franchise community. “Now that the team is ready to shift into the next level of growth, unbeknownst to me, they were on the hunt to add a marketing leader to their team. The timing was perfect for all of us,” Mitchell said, explaining that her appointment as VP resulted from serendipitous conversations with CEO and founder Sam Ballas and others at the International Franchise Association Convention.
Mitchell said she is most excited to tell ECW+G’s story and build upon the brand’s connection with communities. “I’ve also always loved building and growing teams so the opportunity to do that here and enhance the team that ECW+G already has in place is going to be really fun and rewarding.”
Ballas communicated respect for Mitchell’s background and marketing skills. “Bringing on a heavy hitter like Ashley is the talent reboot we have been preparing for. Our plan is all coming together at this moment, and it is the perfect partnership to throttle ECW+G into the next gear. We are thrilled to have Ashley’s level of talent on board, and it will be exciting to watch what she will do.”
A Franchising Influencer
Mitchell’s experience includes work with The Walt Disney Company, as well as franchise brands Goldfish Swim School, Soccer Shots and Streamline Brands. She said franchising has provided an incredible experience. “I’ve never worked in any other industry that has such genuine people across the board – franchisors, suppliers, even competitors – that are always willing to help. Whether it’s offering advice, providing feedback, making introductions, you name it. Franchising is unique in that way – everyone truly wants each other to win.”
Mitchell’s marketing work has resulted in recognition as a 2022 Top Franchise Influencer and a Top 50 CMO Gamechanger by Entrepreneur. She credits these accolades to contributions from colleagues and peers. The CMO Gamechanger recognition inspired her to form her own CMO mastermind group. “Having that network of peers in my corner to bounce ideas off of, learn from and be some of my biggest cheerleaders is such a blessing.”
The ‘Shiny Object’
While acknowledging that marketing is ever changing, Mitchell cautions against chasing the “shiny object.” “Should you investigate the shiny object and see if it makes sense for your brand and consumer? Of course,” she said. “But you shouldn’t ditch the strategies and tactics that got you where you are. In the past few years, so many people have been focused on other strategies and tactics that some of the basics, such as being part of the community, offering an exceptional guest experience, and utilizing traditional media, have slipped. People are remembering the importance of storytelling and guest experience, which is refreshing.”
Mitchell’s own story includes initially pursuing engineering before quickly pivoting to receive a marketing degree from Wayne State University. She’s also a lifelong fan of the Detroit Lions who performed at one of the NFL’s Thanksgiving Day games when she was a competitive dancer and cheerleader in high school.
