Jeff Sigel
5.0
(13)
Executive Coaching by Former VP | Author of "The Middle Matters"
Studied at Simon Business School
Works at Twinning Edge
Available tomorrow at 3:00 PM UTC
Questions? Start chatting with this coach before you get started.
Jeff's Coaching Offerings
Custom hourly · $300/hr
Get help with Strategic Planning, Decision Making, and .
Jeff also coaches for Career Coaching and Leadership Coaching. View all.
Jeff’s Executive Coaching Qualifications
Coaches professionally
Experience level: Executive
60+ people coached for Executive Coaching
Welcome to my profile! With over two decades of experience in marketing and leadership roles, including as Vice President at Cracker Barrel and Ahold Delhaize, I bring a wealth of knowledge to my executive coaching practice. As the CEO of Twinning Edge, I specialize in helping small businesses and startups build trust and drive sales through innovative marketing strategies. I am also the author of "The Middle Matters: A Toolkit for Middle Managers" focused on helping middle and senior leaders develop the skills they need to grow in their careers. My coaching approach is tailored to empower individuals and teams at all organizational levels, fostering a business-growth mindset and enhancing leadership skills. Having coached 25+ clients, I am passionate about guiding executives and high-potential managers to become more effective and impactful leaders. Let's connect to elevate your leadership journey!
Jeff can help with:
Strategic Planning
Decision Making
Strategy
Leadership Development
Team Management
Board Relations
Jeff also coaches for Career Coaching and Leadership Coaching. View all.
Work Experience
Chief Executive Officer
Twinning Edge
September 2024 - Present
Twinning Edge - An AI enabled business development and marketing support agency: We drive sales by helping small businesses and startups establish and grow trust in their brands. We take an integrated approach to marketing and sales - ensuring these functions work together to build credibility and cultivate relationships. Using customized AI "Twins" and automation tools, we streamline content creation, enabling clients to connect with customers more often, in less time, and for lower cost. - Content Creation & Thought Leadership for Tech and Biotech Companies - Business Development Coaching - Fractional CMO support - Commission-Based Sales support - Strategy Consulting, Coaching, & Training Current & Past Clients include: Software Development Consultancy, Healthcare Data & Analytics Consultancy, Biotech Software Company, Biotech Analytics Consultancy, Exit Planning Consultancy, and Non-Profit Organizations in both the life sciences and human services
Executive Coach, Author, Speaker
Jeff Sigel Leadership Development
October 2023 - Present
Leadership Development for Marketing Teams & Agencies: Through a combination of group workshops and individualized coaching, I work with marketing teams and agencies to assess strengths, identify gaps, and develop customized programs that drive ownership, accountability, and a business-growth mindset that gets everyone focused on success. Executive & Business Coaching: I support individuals and teams at every organizational level in developing the capabilities and mindset that make them more engaged, effective, and impactful in their roles. My clients include business owners, senior leaders, and high potential managers/directors looking to elevate their leadership skills. Speaking | Training | Facilitation: Through stories and practical exercises, I bring leadership lessons to life in inspiring keynotes and workshops. Teams leave these programs with a actionable takeaways that make them more effective employees, leaders, and colleagues. Author: "The Middle Matters: A Toolkit for Middle Managers" offers a unique take on the often underappreciated realm of middle management. The book explores the three essential roles of the middle manager: Doer, Leader, and Influencer. Executive Coaching, Keynote Speaking and +1 skill
Marketing Instructor
UMass Boston
September 2024 - May 2025
Back in the classroom, teaching Principles of Marketing to the great students at UMass Boston.
Vice President, Business Intelligence
Cracker Barrel
June 2021 - October 2023
Given expanded role leading corporate strategic planning, business transformation, consumer insights, guest relations, data engineering and the creation of a business analytics function for 660+ store restaurant/retail chain with ~$3BB in annual revenue. - Shifted company focus to higher growth consumer targets by leveraging consumer segmentation, macro/industry/competitive scanning, and improved consumer insights “tool kit,” driving improvements across marketing, menu, retail, and operations. - Modernized project management function to ensure delivery of major strategic initiatives, allowing the company to better prioritize key activities and more effectively advance transformational projects worth $150MM+ in profit over plan horizon. - Spearheading the creation of an analytics function that will leverage advanced techniques to better define market opportunities, improve business model efficiency, and identify potential new sources of revenue growth. - Implementing integrated business management structure to drive traffic, revenue, and profit through greater forecast accuracy, identification of growth opportunities, pro-active risk mitigation, and an estimated $30+MM of cost improvements. Breakthrough Thinking, Presentation Skills and +18 skills
Vice President, Marketing
Cracker Barrel
January 2018 - May 2021
Hiring Manager
Led all aspects of marketing for Cracker Barrel restaurant/retail stores including message strategy, channel planning, traditional/digital media, integrated promotions, internal/external agency management, PR, local marketing, and decor. Acting CMO/Direct Report to CEO, April 2019-September 2020. - Improved ad awareness by ~500 bps and unaided awareness by ~200 bps via major integrated marketing launches (Southern Fried Chicken, Country Fried Turkey) and brand promotions (50th anniversary, Macy’s Parade, music partnerships). - Revitalized brand message by focusing on “home away from home” equity, featuring food as hero, and relentlessly copy testing; delivered 5 TV ads with effectiveness indices in the 175-210 range and billboards consistently above benchmark. - Improved marketing investment productivity, cutting ~$10MM over 3 years via contract negotiation, leveraging partnerships, rationalizing services, building in-house capabilities, and eliminating inefficient spending. - Transformed media from primarily unmeasured traditional channels toward measured digital/targeted media by growing digital media investment, championing use of digital analytics, improving consumer targeting, and upgrading media agency. - Drove 200+bps of incremental traffic growth during 2019 Southern Fried Chicken launch by rigorous planning and execution of 360o programming including TV, digital, social, search, billboard, PR, music partnerships, and in-store activations. - Tapped to lead priority strategic projects including 2018 assessment of traffic decline, initial COVID reopening plan, redesign of Diversity & Inclusion strategy, and evolution of off-premise strategy. Breakthrough Thinking, Market Planning and +11 skills
Vice President, Marketing
Ahold Delhaize
August 2014 - December 2017
Hiring Manager
Developed brand communications and annual promotional programming strategy for in-store, traditional and digital media activities across $20BB+ Ahold USA divisions of international grocery retailer Ahold Delhaize. - Re-strategized brand positioning by focusing on the breadth of everyday low prices and special weekly offers that allowed consumers to meet the needs of their family without compromising on quality, leading to +5pts on value perception scores. - Re-engineered marketing planning processes to better focus and prioritize value, quality, variety, and private brand messages in store and in external media channels, supporting +6pts net promoter score gain over 2 years. - Reimagined promotions as 360 degree “takeover” activations across in-store, digital, and mass-media channels; 12+ price events, holidays, vendor partnerships, loyalty/tech rollouts, and social responsibility programs supported +0.5pts share growth. Market Planning, Brand Development and +3 skills
Education
Simon Business School
MBA, Marketing
1999 - 2001
Middlebury College
MA, Spanish
1996 - 1998
Harvard Business School
AB, Chemistry & Physics
1990 - 1994
13 Reviews
Overall Rating