Luis Martinez leads Denny's efforts to become a guest-centric brand, leveraging various types of consumer and market data to inform key strategic and tactical decisions. He also leads marketing efforts associated with Denny's CRM efforts, evolving the brand's direct-to-consumer communications and offers into a 1-to-1 marketing tool to drive incremental sales and profit. In addition, Luis has a leadership role in Denny's Digital Transformation initiatives. He previously held Media and Digital Marketing roles at Walmart and Sprint. Luis currently sits on Customer Advisory Boards for Yext, Punchh, and Technomic and is a member of the ANA Multicultural Marketing, Integrated Marketing, Digital Marketing, and Data and Measurement committees.