Digital Marketing Financial Officer

Gurbachan Singh

Old Tappan NJ 917-***-**** *******.******@*****.*** https://linkedin.com/in/gbsingh21/

Business Operations Executive COO Area Director

Operational Excellence Global Investment Management P&L Full Responsibility Budgeting & Forecasting GAAP, GAAS, FASB, IFRS Reporting Stakeholder Reporting Board Presentations Franchise Oversight Team Leadership Project Management Strategic Partnerships Budget Administration Process Improvement Leadership Development Change Management Business Development Channel Growth Sales Campaigns Multi-site Management Digital Market Intelligence Employee Engagement Multilingual (French, Hindi, Punjabi, English)

A natural leader and multifaceted industry expert for QSR (Quick Service Restaurants), CDRs, FDRs, and hospitality operations with significant experience delivering results through value-based teamwork. Proven track record across various enterprises, such as strategy, marketing, franchising, operations, development, real estate, sales management, and mergers and acquisitions on an international level. Known to offer industry-leading authority and hands-on servant leadership for turnarounds and growth in most franchise fast-food restaurant industry segments, including delivery and off-premises, ghost kitchens, and virtual brands. A dynamic leader and persuasive communicator with outstanding interpersonal talents, compelling presentations, sophisticated negotiations, and solid team management.

Transferable Expertise

Retaining 95% of the client base with increased brand awareness via local and national marketing initiatives and programs.

Driving performance, strategic operations, sales, & marketing growth for a global marketplace over $3B.

Spearheading franchise development of over 120 new stores, acquisitions at $360M, & annual EBITDA of $80M.

Implementing systems & enhancing business portfolios with credit operations worth $250M and ROI over 36% for $200M acquisitions for major international deals.

Steering company growth from $8M to $400M run rate within 4-years by diversifying the company’s portfolio and franchise development.

Executing M&A transactions, buyouts, spin-offs, new business acquisitions, and due diligence worth over $1B.

Experience

Dream Big Group of Restaurants – QSR Group, New York, NY

The Group is a Master Franchisee and developer of various International QSR brands, Popeyes, Taco Bell, Dunkin Donuts, and Pizza Brands in 5-states, 170+ Retail locations, Gross Retail Revenue over $280M.

Chief Operating Officer Jun 2019 Present

Recruited to partner with the CEO driving growth and establishing strategic direction for Finance, IT, and HR Operations for private equity backed investors operating multiple retail locations. Management of a high-energy team focused on improving sales and EBITDA while securing measurable cost savings. Led a sub-region consisting of 170+ location unit operations, over 20 leaders, 350 managers, over 3000 team members, recruiting, training, budgeting, remodels, store openings, acquisitions, new product implementation, testing, and bottom-line results.

Drove sales and implemented a new process to turnaround falling sales due to COVID-19, generated increased OSAT (Overall Satisfaction) scores to 57%, ACR (All Complaint Ratio) improved by 6%, VOG (Voice of the Guest) by 15%, ECP (Performance Scorecard) by 22%, NPS (Net Promoter Score) by 12%, Store Evaluation (Store Evaluation, Food Safety, Product Quality and SOP Compliance) by 15%, quarterly sales increased by 37% and EBITDA profits by 55%. Reengineered processes and introduced digital marketing tools, cloud-based reporting, online ordering, applications, tracking, and COVID-19 protocols.

Introduced the Customer Loyalty Program for Popeyes’, Taco Bell, Dunkin Donuts, & Arby’s, increasing ROI by 14%, customer retention by 36%, Sales by 40%, and EBITA’s by 30%. Synchronized and integrated the workflow to create an inter-department communications platform between sales, IT, CRM, and marketing.

-Created personalized offers to drive loyalty participation above the benchmark and delivered a cadence of campaigns that activated loyalty visits and spend over 4X the industry average.

Customer Complaint Resolution techniques resulted in improved OSAT scores of over 6%. As the operations lead personally responded to the complaint and executed a workshop ensuring future service success.

Streamlined cost savings to the annual budget by 25% while raising quality measures for 27% sales growth. Conducted a full cost analysis, recalculated fixed and variable costs, inventory valuation, standard portioning, audit-trail, and introduced KPIs.

Demonstrated hands-on servant leadership by personally engaging and assisting customers with pick-up orders during a severe storm, generating increased customer retention by 12% and NPS by 8%.

Jumped in and led an $11M project for opening 4-new locations across 2-Brands completing the project 30-days early. Aligned the team approach with feedback to motivate team relations and delivery.

Eagle Boys Group International – QSR and Food Processing Group

A QSR Group and part of NBC Capital Group, with national headquarters in Queensland and 300+ stores globally.

Chief Executive Officer Apr 2011 May 2019

Hired for an international role as part of talent management program and directed all aspects of operations, sales, and marketing for a $3.2B global marketplace consisting of Australia, Singapore, and the Asia Pacific to explore new business avenues and M&A for diversified industry segments. Direct responsibility integrating the enterprise-wide financial systems strategy and a member of the global team assigned to design a new global billing and accounting process. Recognized by the global CEO and COO as a key thought leader from operational and finance perspectives.

Streamlined Global Operations and the execution of M&A’s for over 300 locations worth $430M. Analyzed the current challenges to enter a new country market, demographic analysis, age group, target customers, and local menu preferences.

-Implemented Operations and Training systems, “Food for Integrity” workshops, marketing, branding, and product innovation.

-Drafted and prepared Standard Operating Procedures, Compliance, Brand Standards, and final version of the FDD (Financial Disclosure Documents) to open over 60 new franchise locations.

Led the $110M cloud-based Operations and Training module project for 35 worldwide locations, completing 3-months early.

Turnaround processes generated increased sales by 120%, EBITDA by 45%, revenue growth by 280%, and international expansion into 17 countries. Analyzed critical areas for improvements, including $600M food processing unit, developed state-of-the-art technology, KPI incentives, and new production machines.

Yum! Brands Franchise Groups, New York, NY

Yum! Brands is a Fortune 500 restaurant management company operating over 50,000 restaurants in 150+ countries.

Director and Sr. Director, Professional Services Feb 2002 Mar 2011

Executive responsible for leading and mentoring franchise area lead for diversified clients comprised franchise retail segment and arranging funding sources and alternative investment portfolios. Facilitated corporate restructuring and ensured foundations for optimal financial operations performance by creating a high-performance team for franchise development and expansion.

Leveraged financial expertise to secure $300M in funding, spearheading franchise development of over 120 new stores, acquisitions of various brands valued at $360M, and annual EBITDA of $80M. Developed strategic planning to manage financial operations and investment portfolios, including financial services for diversified industry clients.

-Introduced digital marketing tools, online ordering systems, third-party delivery, and phone applications.

-Finalized architectural plans, secured general contractors, town approval and licenses, vendor management, logistics, and food safety standards and compliance.

Project manager over 200 KFC unit’s menu redesign and sales drive, increasing sales by $250M, profits by 80%, and completed on time.

Ultra Pink Sportswear International, New York, NY

Chief Financial Officer Jun 1998 Feb 2002

Provided strategic financial leadership for a leading international sportswear company with distributions, retail, and E-Commerce business through the major national department, specialty, and chain stores. Negotiated contracts valued up to $200M and facilitated multi-currency financing up to $150M.

Orchestrated business planning to grow by 500% to $400M, staffing increased by 278%, opened a National and International sales office, and over 2000 E-Commerce and new locations.

Prepared a strategic portfolio management startup, controller, operations, and financial model generating $6M growth within 18-months.

Turnaround consultation facilitated the filing of Chapter 11, resulting in a $6M annual savings.

Early Career Role: Senior Vice President – Global Investment, PS Bank International, UK

Education

Master of Business Administration (MBA) International Marketing & Finance University of Delhi

Master of Commerce (M.Com) International Trade & Taxation University of Delhi – Delhi School of Economics

Master of IT (MS.IT) Digital Marketing & E-Commerce Delhi School of Internet Marketing

Associate of Applied Science (AAS) International Economics London School of Economics & Political Science

Bachelor of Commerce (B.Com) Accounting & International Economics University of Delhi

Certifications

Serve Safe Certification, National Restaurant Association, American National Standards Institute

Certified SERV Safe Instructor & Registered SERV Safe Proctor, National Restaurant Association

HACCP Certification, New York

Certification - US Department of Health & Mental Hygiene, New York, US Department of Health, New York

Licensed, State of New York Department of Financial Services, Life, Accident, Health, & Travel

Awards Affiliations

National Restaurant Association

ANSI Accredited Program 2018

CA IIB, Institute of Bankers

Cambridge, Who’s Who - Life Member

GLG, NY - Global Council Member, F & B

American National Standards Institute

Technology Key Attributes

SICOM, RTI Systems: Aloha POS multi-unit back office; Real-time, Mobile friendly cloud-based reporting, Restaurant Magic - Advanced Software solutions as RTI, Radiant and Symphony with NCR-POS Reporting Technology, Microsoft Office Suite - Word, Excel, PowerPoint, Smart Sheet, ERP, Goal Setting, Performance Management, Vendor Negotiation, SWOT Analysis, Capital Markets, C-level Relationship Management, Expansions, M&A, Implementation Management, Leadership Development, Motivation, Risk & Compliance Management, Self-Motivated, Result Oriented, Decision Making, Problem Solving, Talent Acquisition, Labor Management, Payroll, Cost Management

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