Paula Antich
Director of Marketing and Communications @ Areas USA Inc. | Driving Revenue Growth
- Role
- Director of Marketing and Communications at Areas USA
- Location
- Miami, FL, US
- LinkedIn followers
- 500 followers
About Paula Antich
With over 16 years of experience at Areas USA, I focus on driving revenue growth, enhancing storytelling, and delivering impactful marketing strategies. My role as Director of Marketing and Communications emphasizes shaping narratives and leveraging insights to create value while fostering meaningful connections with customers. Dedicated to advancing revenue growth through strategic storytelling and sales initiatives, I integrate creativity with data to deliver measurable outcomes. Guided by my commitment to excellence, I contribute to crafting innovative marketing and communications strategies that elevate brand equity and customer experience.
Experience
Director of Marketing and Communications
Jan 2016 — Present · Miami, FL, US
Defined and executed the marketing strategy for 400+ national, local, and proprietary restaurants and travel retail locations across 27 U.S. airports and 12 travel plazas, overseeing 150+ F&B and retail brands across QSR, Fast Casual, and Convenience- Led data-driven, location-specific growth strategies in partnership with operations leadership, increasing capture rate and margin- Scaled customer-facing digital ordering from inception, deploying 140+ kiosks; delivering a 20% lift in average transaction value and up to 80% customer adoption- Grew digital sales from 0% to 10% of total company revenue within 5 years- Owned brand consistency and integrity across 150+ brands and all customer touchpoints, including print and digital- Planned and executed 80+ annual limited-time offers, ensuring on-time, system-wide rollouts- Collaborated with brand partners and construction teams to define store design, digital strategy, and customer experience for 300+ new store openings- Partnered with airport and turnpike authorities on co-marketing initiatives, seasonal campaigns, and the launch of a digital marketplace- Developed and managed associate incentive programs with vendor partners, increasing frontline engagement and sales- Led enterprise-wide pricing strategy across all units to maximize revenue and profitability- Directed menu engineering redesigns to drive incremental revenue through category management strategies- Led cause-related marketing with World Central Kitchen, No Kid Hungry, St. Jude Children’s Hospital, and the American Red Cross- Partnered with beverage leadership to expand and scale the adult beverage program- Managed agency relationships, vendor partnerships, and marketing budgets to ensure operational efficiency and strategic alignment- Supported Business Development and Executive Leadership on RFPs and high-impact client presentations- Served as U.S. ESG lead, delivering compliance metrics and performance data.
Education
Universitat Politècnica de Catalunya
Bachelor of Architecture (BArch)
2002 — 2005
Aula Escola Europea
Batxillerat científicotecnològic
1986 — 2001
University of Miami
Social Media Strategist (Online)
2014 — 2015
IQS Barcelona
Bachelor of Business Administration (BBA), Marketing
2005 — 2010
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