Chelsea Kellock
East York,Ontario
Summary
Highly effective restaurant industry executive with 13 years of experience in leading business strategy and cross-functional execution. Creative and highly strategic with empowering leadership abilities.
Overview
13
13
years of professional experience
Work History
Chief Operating Officer, Fresh Kitchen & Juice Bar
Recipe Unlimited Corporation
2022.10 - Current
- Developed new brand name and launched core point of difference with juice bar.
- Identified and realized over $2M in EBITDA opportunity within first 6 months.
- Transitioned supply chain to drive cost efficiencies and ability to expand, while maintaining quality of products.
- Improved service operations and food quality consistency to increase Google rating by 1 pt to 4.5
Vice-President Marketing, Harvey's
Recipe Unlimited Corporation
2021.06 - 2022.10
- Managed team of 10 and >$15M budget
- Led brand team, franchisees and Recipe executive team through Harvey's 3 year strategic business plan
- Drove continued growth of +9% SRS, and 1st party ecommerce to represent 7% of sales.
- Developed Western Canada brand presence and same-restaurant sales growth.
Sr. Director of Marketing, Harvey's
Recipe Unlimited Corporation
2020.01 - 2021.06
- Lead 360 marketing and menu strategy to reclaim brand's positioning and points of difference to drive 12.5% SRS vs. 2019.
- Developed non traditional media channels like experiential (Harvey's RV) to breakthrough and gain brand trial/trust in the challenging pandemic environment.
- Drove brand's hours of operation expansion, driving 1/5 of the SRS growth.
- Developed CSR and partnership strategies and led team on execution, including Tree Canada (sustainability), Vaccine drives at RV sites, Rogers Hometown Hockey, PWHPA (women's hockey league), and Hamilton Ti-Cats.
- Grew internal ecommerce channel to represent 5% of system sales, driving speed of operations and over 1M new users in data acquisition.
- Lead culinary and operations team to launch new core menu products and promotional innovation that all mixed >4%.
Director Of Marketing, Montana's BBQ & Bar
Recipe Unlimited Corporation
Vaughan , ON
2014.11 - 2019.12
- Responsible for leading business and marketing strategies to grow top-line sales, delivering 23% growth in 5 years.
- Initiated brand research, robust market analysis and franchisee input to align on evolved brand positioning strategy supporting this growth.
- Led New Stores and Renovation branding and design prototypes under evolved positioning umbrella, converting over 70% of the chain and delivering +15% SRS growth on renovations.
- Leading our Executive Chef and working with Operations, launched new menu to deliver on BBQ food proposition, improve operational execution, and engineer food costs from 34% to 29.5% while investing in quality product stories (Canadian Ribs, Sirloin Burger, AAA 50 Day Aged Steak).
- Manage $9M Marketing Ad Fund, growing media spend from 50% to 65% of the fund, and reporting on market by market media spend strategies to the Franchisee network.
- Responsible for regional pricing strategies, taking into account provincial legislation changes, operating cost expense inflation; while maintaining pricing principles to deliver value for Guests and being strategically positioned versus the competitive set.
- Launched Loyalty program through partnering with SCENE and CAA, reaching over 16M Canadians and resulting in 25% of brand transactions, and 18% of sales coming from these loyalty program members.
- Launched order-ahead mobile & web takeout channel, including an internally developed Montana's branded app, driving 3% in sales.
- Lead three annual Franchisee Board Meetings, one all Franchisee meeting, and one National conference to engage the system in business and marketing initiatives.
Brand Manager, Montana's Cookhouse
Recipe Unlimited Corporation
Vaughan , ON
2014.01 - 2014.10
- Led execution of National Promotions, including the advertising development and media buying to drive brand SRS by 3.5% in the year.
- Led Cross-Functional team on all major brand initiatives that affect restaurant operations, across menu initiatives, new smallwares, marketing programming, and on-going inventory management.
Assistant Brand Manager, Montana's Cookhouse
Recipe Unlimited Corporation
Vaughan , ON
2013.02 - 2014.01
- Led new Local Marketing Toolkit system and programming options for Franchisees to be able to self-select from over 25 approved programs, engaging over 70% of Franchisees to launch at least one local marketing program in their area over the course of the year.
- Worked with Creative Agencies on National Promotional Materials & Menu’s.
Brand Assistant, Montana's Cookhouse
Recipe Unlimited Corporation
Vaughan , ON
2011.08 - 2013.01
- Led analysis of menu offerings and promotional effectiveness.
- Orchestrated all internal marketing efforts to restaurants including weekly communications, incentive management, and a new National uniform program.
Education
Bachelor of Commerce - Marketing
Queen's University
Kingston, ON4 2011
Skills
- Strategic Planning
- Business Analysis
- Performance Management
- Cross-Functional Collaboration
- Process Improvement
- Organizational Development
- Marketing
Timeline
Chief Operating Officer, Fresh Kitchen & Juice Bar
Recipe Unlimited Corporation
2022.10 - Current
Vice-President Marketing, Harvey's
Recipe Unlimited Corporation
2021.06 - 2022.10
Sr. Director of Marketing, Harvey's
Recipe Unlimited Corporation
2020.01 - 2021.06
Director Of Marketing, Montana's BBQ & Bar
Recipe Unlimited Corporation
2014.11 - 2019.12
Brand Manager, Montana's Cookhouse
Recipe Unlimited Corporation
2014.01 - 2014.10
Assistant Brand Manager, Montana's Cookhouse
Recipe Unlimited Corporation
2013.02 - 2014.01
Brand Assistant, Montana's Cookhouse
Recipe Unlimited Corporation
2011.08 - 2013.01
Bachelor of Commerce - Marketing
Queen's University
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