New marketer joins Walmart’s tax service provider

Michael Williams has joined Jackson Hewitt, the nation’s second largest tax preparation firm, as SVP and chief marketing officer.

Williams joins the tax service provider following a tax season in which the firm saw its relationship with Walmart expand to 2,800 in-store locations from 2,000 locations the prior year.

Williams previously served as chief marketing officer at Steak 'n Shake, SVP marketing at Direct General Corp. and VP marketing at The Krystal Company. He also held marketing management positions at Wendy's International and LensCrafters. Prior to these marketing roles, Williams was a senior consultant with Andersen Consulting, a unit of Arthur Andersen & Co. LLP. He began his career with PEI Associates Inc., as a project manager.

"We are excited to have Mike Williams join our senior management team in this vital role," said Philip H. Sanford, president and ceo of Jackson Hewitt. "Mike's extensive experience in senior marketing positions in franchise businesses, and his record of success in brand positioning, market segmentation, creative and marketing resource allocation, will be a significant contributor to the achievement of our goal to attract new clients, retain existing clients and enhance our market share."

In his new role, Williams will have overall responsibility for the development and implementation of Jackson Hewitt's strategic marketing plan.

"I am thrilled to have this opportunity to bring my expertise to the Jackson Hewitt team and to drive how we market our brand to new and returning customers," Williams said. "The tax industry is one with both tremendous excitement and opportunity, and I look forward to enhancing how we attract and serve our clients, and communicate our competitive products and services for the 2013 tax season and beyond."

In addition to the 2,800 seasonal locations inside Walmart stores, Jackson Hewitt  operates roughly 6,500 franchised and company-owned locations throughout the United States.