April 18, 2024 | Triad Business Journal
KRISTIE MITCHELL, Chief Marketing Officer, Biscuitville
Education: Associate, commercial art and advertising design, Guilford Technical Community College
Why selected: She led Biscuitville’s rebranding of all restaurant remodels, rebuilds and new locations and was involved with the brand design of a new distribution center in Burlington. As a member of the menu management program, she partners closely with the company’s culinary operations to determine featured menu items and promotion. During her tenure as vice president of brand and marketing, and now as chief marketing officer, sales have grown from $80 million to over $150 million. She assisted in the creation and co-leads a fund to help employees coping with unforeseen financial hardships. She helped develop the company’s first inclusion, diversity, equity, and accessibility committee. Last year, she joined project management office.
How did you get started in your career? I began my career as an art director at Bouvier Kelly in Greensboro. I learned an incredible amount about design, advertising, business and overall, how to work with others during my 16-year tenure with the company.
What are you passionate about? My integrity and my faith and about ensuring that my family and friends know they will always have an advocate. I am passionate about creating a space my team can show up each day as they are and know they’re appreciated. I am passionate about exceptional work, keeping your deadlines and your word.
Achievement you are most proud of? Being promoted to chief marketing officer at Biscuitville. It solidified my years of stepping into very difficult and uncomfortable space to grow as a marketer, leader or woman.
Next big professional goal? To better myself to become a leader that makes lasting impressions on the ones under my leadership.
What do you like to do when relaxing or not working? I enjoy runs and working out. I enjoy spending time with my incredible husband. The coast is where I recharge the best; it’s truly my happy place.
Someone who fostered your growth and how it’s influenced you: My current boss, Kathie Niven, has undoubtably been the biggest influence over my growth this past decade. She has taught me progress over perfection, how to be vulnerable and step into the unknown, to embrace your superpowers, to stay curious and it’s OK not to be an expert at finance.
The most unusual thing in your purse, briefcase, laptop bag or backpack? I stay prepared for any small medical need, wardrobe malfunction, quick manicure, or a lipstick refresh.
Something about you that would surprise people: I have been a huge “The Price Is Right” fan since I was a little girl. In 2023 for Christmas, the marketing team give me two tickets to the traveling show at Tanger Center in Greensboro. It was a VIP package that included a turn to spin the big wheel. While my name wasn’t called, I had the best time and yes, spun that wheel once the show was over!
How have you supported other women as they pursue their careers? I have had the opportunity to work within advertising agencies, run my own design business and now work on the corporate side. All of these factors I feel make my career unique in that I am able to speak to different areas for other women experiencing these paths. I have also learned that sometimes younger generations don’t necessarily understand their blind spots. I try to identify these opportunities and give guidance more organically.
