Customer Service Sales

Chas Hermann

********@***.***

P.O. Box ****

Mobile 856-***-****

Calabasas, CA 91372

Home 818-***-****

A results driven senior retail executive with vision, strategy, and

strong financial, marketing and operational skills leading premium brands

including Disney, Starbucks, Universal Studios, Commerce Bank and Del

Taco. Strong change agent who builds teams around the customer

experience and recruits and develops talent. A CPA with a track record

of delivering metric-driven sales and profits.

DEL TACO, Lake Forest, CA

2008 - 2010

A $300 million national Mexican QSR chain with nearly 600 franchise and

company-owned stores.

Sr. Executive Consultant - Strategy, Planning, Brand, Marketing and

Product Development

Reporting directly to the CEO supporting a change agenda to re-position the

brand and execute an aggressive five-year expansion plan. Developing and

guiding the business strategy, brand marketing, and product development to

deliver profitable growth.

. Built a competitive brand strategy around more food, more flavor and

bold attitude. Aligning marketing, product development, store design,

operations and training to support the positioning.

. Created a category management process and discipline to identify winning

opportunities to deliver the brand, strong sales and margin performance.

. Developed a comprehensive menu strategy to align products across entry,

core and premium

categories and re-positioning the menu to highlight flavor and signature

products, improve speed of service and drive average check.

. Created an integrated marketing calendar to align marketing, product and

operations against promotional cycles leveraging the brand positioning

of flavor, portion and value.

. Developed strategic operational reporting and analysis to identify key

business metrics driving positive comp sales and profits while the

competition is performing negatively.

THE COFFEE BEAN & TEA LEAF, Los Angeles, CA

2007 - 2008

A $200 million specialty coffee retailer with 600+ stores in 18 countries

including franchisee and company-owned stores as well as operations in

wholesale, mass merchandising and grocery.

Senior Vice President, Marketing, Operations & Supply Chain

Recruited by the board to build a lifestyle brand experience centered on

great service and memorable customer experience expanding on the high-

quality coffees and teas. Reported directly to the President and managed

over 1,000 retail team members.

. Lead all marketing functions including brand, advertising, promotions,

public relations, creative design, product development, e-commerce, and

website development creating a holistic brand marketing and

communications strategy. Supported all company and franchisee stores.

. Lead Store Operations building a customer service driven culture with new

training and development programs and store level customer satisfaction

measurements. Improved operating profits by installing labor matrix

management scheduling and a yield management process.

. Lead Supply Chain and Roasting operations providing coffees, teas, and

supplies enterprise wide maintaining a 99% in-stock position and

improving turns through lower inventory levels.

. Re-positioned the brand experience to focus on the culinary art of

beverage making including new brand identity, product packaging, new

proto-type store design, customer service training programs, innovative

product development, and integrated marketing communications.

. Developed a comprehensive beverage & food pricing strategy increasing

profits by 2% - 3%.

CHAS HERMANN - Page 2

COMMERCE BANK, Cherry Hill NJ (Acquired by Toronto Dominion for $8.5

billion) 2003 - 2006

A $43 billion super-regional retail bank with 440 stores in the

northeast and Florida redefining the industry with service & convenience

including open 7-days, free checking, free ATM's, free coin counting and

free gift cards.

Senior Vice President, Retail Marketing

Recruited to lead retail and manage campaigns, promotions, business

development initiatives, direct marketing, sponsorships and community

relations efforts reporting to the President managing a team of 50+

professionals.

. Head of Retail Marketing including advertising, field marketing,

community relations, events management and ad specialty merchandise

aligning all functions to deliver the brand experience around WOW!

customer service and industry leading convienence.

. Developed high-impact branded grand opening events with entertainment,

food, free gifts, and cash prizes delivering retail deposits as high as

$10 million in the first month of operation.

. Launched new markets from NY to FL rapidly expanding retail/commercial

deposits.

. Drove comp store deposits by 20%-30% through local store marketing

including community events, business expos, B2B events and direct mail

campaigns.

. Re-positioned the brand to focus on emotional brand connections with

creative messaging like "Friends Don't Let Friends Bank Anywhere Else!"

and "Open 7 Days - We Love Customers!".

STARBUCKS COFFEE COMPANY, Seattle WA

1998 - 2003

The largest specialty coffee retailer worldwide with business operations

including retail stores, specialty sales, direct response and grocery.

Vice President, Marketing & Category Management Planning

Responsible for leading product planning/forecasting, strategic planning,

visual display and procurement collaborating on product and program

opportunities to drive sales and build the retail brand. Reported to the

President, North America Operations managing a staff of 70 partners.

. Selected by Sr. management to lead the marketing team on an interim

basis. Responsibilities expanded to include all marketing, creative

and public relations functions

. Designed beverage retail pricing strategy delivering $250 million in

sales/profits over a three year period with virtually no loss in

customer counts.

. Developed category P&L monthly reviews and reporting providing channel-

wide performance visibility by category focusing on key metrics

including sales, margin, inventory and product penetration.

. Built a visual display team to improve product presentations and

delivering consistent/executable visual merchandising store plans

improving sales and leveraging inventory.

UNIVERSAL STUDIOS INC., Hollywood, CA/Orlando, FL

1996 - 1998

A GE owned Entertainment Company with business operations in theme parks

and resorts, filmed entertainment, music, consumer products and

television production and distribution.

Vice President, Recreation Merchandise Finance & Administration

Recruited by a former Disney peer to support retail strategy, product

development, merchandise buying, inventory planning, retail store design

and retail operations. Reported directly to the CEO of Recreation and

managed over 100 merchandise professionals.

. Promoted to Vice President and selected to lead the Recreation

Merchandise Group during a vacancy in the SVP Merchandise role.

. Lead the merchandise group through an aggressive theme park expansion

including Universal's Islands of Adventure theme park, Universal

Studios Japan, Universal CityWalk entertainment complex doubling the

annual attendance and increasing per capita revenues more than 10%.

. Developed retail store concepts and supporting merchandise for

Universal's Islands of Adventure theme park including Jurassic Park,

Spiderman, Dr. Seuss, and The Hulk

CHAS HERMANN - Page 3

Director, Recreation Merchandise Finance & Administration

Responsible for all financial, operational and administrative functions

for $150+ million merchandise line of business. Managed a team of 30-35

professionals reporting to the Sr. Vice President of Merchandise.

. Led a major JDA system conversion including merchandising,

inventory, warehouse and store POS systems resulting in increases of

+10% sales, +5% margin with 30% lower inventory levels.

. Developed and led monthly category performance reviews to direct

merchandising investments to the highest performing opportunities to

grow sales and profit and maximize ROI.

. Reengineered the warehouse systems reducing overhead by 20% and

increasing turns by 25%

WALT DISNEY CO., Orlando, FL

1990 - 1996

An industry leading entertainment company with business operations in

theme parks and resorts, filmed entertainment, consumer products and

television production and distribution.

Manager, Attractions Merchandise Strategic Planning

Provided strategic direction for theme park and resort merchandise

operations and aggressive expansion including new retail shop concepts,

new products, new categories and third party business opportunities.

. Delivered $150 million in sales with a $35 million investment in

retail expansion including a 50,000 s.f. World of Disney store, 5,000

s.f. Magic Kingdom sports shop, and the Disney-MGM Studios Sunset

Blvd. Tower of Terror expansion.

. General Manager - $70 million internal screen printing operation

supplying tee-shirts and fleece to the theme parks and resorts

improving sales, profit margin and inventory turns.

. Grew merchandise revenues by 35% and profit margin by 50% through

converting third-party retail souvenir photo operations to digital

image capture technology located at the exit of major ride

attractions.

Manager, Theme Park Finance

Senior Financial Analyst

Senior Auditor, Corporate Management Audit

Quickly promoted to positions with increasing responsibilities supporting

operations, admissions, food & beverage, merchandise managing operating

budgets, five-year plans, and project pro forma models.

ANCHOR GLASS CONTAINER CORP., Tampa, FL

1988 - 1990

An Anchor Hocking spin-off and the second largest glass container

manufacturer in the U.S.

Senior Auditor

Supervised, planned, and performed manufacturing plant audits around

activity-based costing and production including equipment analysis, labor

productivity, overhead analysis and inventory management.

PARAMOUNT PICTURES CORP., Los Angeles, CA

1987 - 1988

A major motion picture, television and video corporation.

Supervisor, Internal Audit

Reviewed international and domestic motion picture and television

production costs, performed third-party licensing reviews and operational

audits of studio departments managing a team of 6 professionals.

BDO SEIDMAN, Atlanta, GA/Los Angeles, CA

1985 - 1987

An international public accounting firm.

Senior Auditor

Supervised staff auditors, drafted client financial statements, 10-K and

S-1 registration statements, and recommended accounting control

improvements.

Education

University of Florida - Bachelor of Science - Accounting, May 1985

Certified Public Accountant, May 1987

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