Sales Manager

Ronald Cecillon

**-**** ******* ***, ********, Ontario L6M 0M3

Phone: 416-***-**** E-Mail: ***********@******.*** RC Objective

An executive level position, with a growth-oriented multi-national company whereas my knowledge, experience, business acumen and passion will have an immediate impact on the growth of the people, profitability, culture and the overall performance of the brand. Experience

Nando’s Flame Grilled Chicken Canada, Mississauga, Ontario. President & CEO- Canada, September 2011- June 2018 Nando’s is a privately held company, originating in South Africa, with approximately 1400 locations globally. Reporting directly to the Global CEO, I had complete accountability for the entire Canadian business. Developed the annual and five year strategic plans, focused on driving sales and profitability, culture, leadership team development, process improvement, channel development, supply chain, franchise growth, new unit growth; including capital allocation, return on capital, site selection, lease negotiation, construction, dispositions and non traditional sites.

Transformed the business from a predominantly quick service franchise operation (95% franchise) to a predominantly company owned and operated,(75% CO&O) fast casual business, all while repositioning the brand in Canada.

Significantly improved the economic model to create a much more attractive market for shareholder investment. Improved restaurant level EBITDA in six successive years. Eliminated the corporate vs. franchise mentality, securing franchisee investment in technology, renovations, training and development with a Nando’s first approach. Doubled average unit volume while growing sales from $24 million annually to more than $80 million annually. Grew unit count from 30 units to 50 units, opening 26 new units while closing 6 under-performing units. Achieved positive SRS in each of the years under my leadership, driven by real growth and not pricing. This was done with an acute focus on, people, quality, service and improved operations. Out performed the Canadian industry in each year, while leading the Nando’s Global brand in both 2015 and 2016, with double digit SRS.

Improved Guest Satisfaction metrics across all categories: Service, Food Quality, Value for Money, Overall Experience, and Likelihood to Recommend..

Out paced the Canadian hospitality industry with respect to employee satisfaction as identified in annual employee climate surveys. Both salary and hourly turnover was better than the industry average. Quadrupled the retail grocery sales of our bottle sauces by partnering with high caliber domestic importers and by creating a new sales channel in restaurants.

Lead a team of 1300 hundred employees, with 6 executive level direct reports overseeing the Operations, People, Finance, Marketing, Franchising and Supply Chain functions. Member of the Nando’s Global leadership team for 6 years and the CEO lead on the Nando’s Global Operations team.

RC

2

Cara Operations, Swiss Chalet and Harvey’s Restaurants, Vaughan, Ont. Vice President- Operations, Ontario-Eastern & Western Canada February 2008-August 2011 Swiss Chalet is an iconic Canadian brand with more than 50 years of offering its famous rotisserie chicken fresh cut fries and addictive dipping sauce. Harvey’s is Eastern Canada’s favorite, customizable burger restaurant; known for its quality, flame-grilled burgers with your choice of fresh toppings. Reporting directly to the President, I was responsible for the leadership of 248 Corporate and Franchise restaurants across the province of Ontario and Eastern Canada, with an annual sales volume of $345 million annually. In this role, my focus was on, leading and developing the corporate team, Franchise relationship building, sales building, business development, strategy, and operational efficiencies while having full P and L accountability. Lead a team of

2 Director of Operations, 10 dual branded District Managers as well as two-field support associates -driving sales, operational, system, food safety and cultural consistency across the region, while identifying innovation and efficiency needs.

Project lead on numerous projects within the Cara parent company on behalf of the Swiss Chalet and Harvey’s team focused on labour efficiency and food cost reduction. Cara Operations, Kelsey’s Restaurants, Mississauga, Ontario. Director of Operations- Ontario-Eastern & Western Canada January 2005-February 2008 Kelsey’s is the original “road-house in Canada, founded in 1978 by legendary restaurateur Paul Jeffery. Kelsey’s was acquired fully by Cara Operations in 2003.

Based in Mississauga and reporting directly to the COO, I was responsible for leading 120 Corporate and Franchise locations across the provinces of Manitoba, Ontario and Eastern Canada. Leading the business development, strategy, people development, sales building as well as full P and L accountability, we were able to reverse negative SRS, growing in each of the years under my leadership.. Leading a team of 6 District Managers as well as two-field support associates, accountable for driving operational, system and cultural consistency across the region.

Kelsey’s Restaurants, Oakville, Ontario

Director of Operations- Western Canada March 2001-January 2005 Kelsey’s is the original “road-house in Canada, founded in 1978 by legendary restaurateur Paul Jeffery. Kelsey’s was the first causal dining chain to go national. Headquartered in Oakville, Ontario, Kelsey’s had more 150 locations in its portfolio with sales in excess of $360 million dollars. Responsible for 28 locations, predominantly corporate restaurants and a team of 4 Area Managers and two field support associates.

Based in British Columbia, I was asked to assess and determine the viability of our operations in this province and across Western Canada ( including Alberta, Saskatchewan and Manitoba) . Increased SRS by 4.4%, exclusive of price increases, through hands-on leadership, influence and a focus on quality service, cleanliness and exceptional execution at restaurant level and local restaurant marketing. Improved EBITDA by 3% during my tenure, through improved Food, Labour and Operating costs. RC

3

Kelsey’s Restaurants, Oakville, Ontario

Area Associate- Southwestern Ontario January 1997- March 2001 Kelsey’s is the original “road-house in Canada, founded in 1978 by legendary restaurateur Paul Jeffery. Kelsey’s was the first causal dining chain to go national. Headquartered in Oakville, Ontario, Kelsey’s had more 150 locations in its portfolio with sales in excess of $360 million dollars. Tasked with the turnaround of the largest geography in the country, leading a blend of 21 CO&O and Franchise locations. Recognized twice during this period as Area Associate of the Year, Store of the Year Corp and Franchise and Most Improved Store Corp and Franchise. Mentored my successor from the General Manager ranks while achieving the lowest hourly and salary turnover in the company. Opened 10 locations in 2 years. Kelsey’s Restaurants, Oakville, Ontario

Franchisee-Operating Partner- Windsor, Ontario August 1989- January 1997 Kelsey’s is the original “road-house in Canada, founded in 1978 by legendary restaurateur Paul Jeffery. Kelsey’s was the first causal dining chain to go national. Headquartered in Oakville, Ontario, Kelsey’s had more 150 locations in its portfolio with sales in excess of $360 million dollars. Part owner and General Manager of the franchise in Windsor, Ontario. Recognized with top sales growth in 1991 and Store of the Year in 1995. Sold location back to Corporate when asked to become a Multi-Unit Manager. Education

Edinburgh School of Business 2010-present

Working on obtaining my MBA via distance learning. Currently completing the Project Management module. Expected completion is 2019.

Cornell University January 2018-March 2018

Marketing Strategy

Harvard Business School- Executive Education October 2017-October 2017 Strategic IQ; Creating Smarter Organizations.

IVEY School of Business- University of Western Ontario March 2017 Influence and Persuasion

University of Windsor September 1985- January 1990 Liberal and Professional Studies

RC

4

Skills

• General Management

• Business transformation and turnaround expert.

• Innovation

• Strategy Implementation

• Strategic Thinker.

• Achieving business results. Sales and profitability.

• Business Planning

• Business Driver. Existing and new unit growth.

• Proven history of solving complex operational problems.

• Detail oriented with strong analytical skills.

• Extensive experience in culture and team building.

• Franchising and Franchise relations.

• Collaborative leadership.

• Excellent interpersonal and communication skills.

• Project Management, Real Estate, Construction, Franchising, and Supply Chain experience.

• Menu architecture, pricing and layout.

• Marketing.

Summary

A successful, experienced and visionary leader with more than 20+ years of executive and senior management experiences, both in General Management and Functional leadership roles, across both corporate and franchise businesses. A unique blend of exceptional leadership, people development skills and business acumen, coupled with both domestic and international business experience. An expert in the areas of planning, problem solving, business transformation, business turnaround, business development, delivering results, franchising, driving business and operational efficiencies, culture and brand building, people development and coaching, An inspirational, collaborative leader, who consistently demonstrates the ability to bring all these areas together to enhance the overall business performance.

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