Summary
Overview
Work History
Education
Skills
Current Job Title
Timeline
Generic

James Quijano

El Cajon

Summary

Results-driven executive with a strong background in the restaurant and hospitality industry, currently serving as Chief Operating Officer and Chief Marketing Officer at Primos Management Inc. Demonstrated success in driving brand growth, operational scale, and franchise success across a network of 20+ locations. Skilled in creating iconic menus, implementing high-impact marketing strategies, and establishing enterprise-wide systems for training, loyalty programs, catering, and digital engagement. Recognized as a hands-on leader excelling at aligning cross-functional teams, expanding operations, and executing strategic initiatives to enhance revenue, customer loyalty, and operational efficiency.

Overview

29
29
years of professional experience

Work History

CMO & COO

Primos Management Inc.
12.2020 - Current
  • Brand Strategy & Architecture
  • Franchise Marketing Support
  • Digital & Performance Marketing
  • Menu Launches & Promotions
  • CRM & Loyalty Growth
  • Leadership across all aspects of the Corporate Office; Marketing, HR, Accounting, Vendors, and Catering
  • Restaurant Operations Management
  • Franchise Operations Support
  • People & Culture Systems
  • Training & Standards
  • Technology & Infrastructure
  • Strategic & Financial Planning

VP of Marketing & Chief of Staff

Primos Management Inc.
07.2017 - 12.2020
  • Executive Leadership Support
  • Operational Alignment & Execution
  • Project Management & Strategic Planning
  • Data & Decision Support
  • Internal Communications & Culture
  • Restaurant Support System Oversight

VP of Marketing

Primos Management Inc.
08.2012 - 07.2017
  • Developed and grew the Monster Menu
  • Brand Strategy & Positioning
  • Regional Marketing Campaigns including Social Media
  • Menu Marketing & LTOs
  • Analytics & Performance Measurement
  • Creative & Agency Management
  • Team & Collaboration

Catering Coordinator

Primos Management Inc.
11.2009 - 08.2012
  • Developed, branded, trained, and launched a Catering Program across 12 restaurant location chains
  • Grew annual catering sales from $35,000 to $450,000
  • Managed all orders and even executed large scale catering and events

Owner/Operator

Primos Mexican Food & Cantina
01.2002 - 11.2009
  • Found funding to launch 3 restaurants
  • Managed the day to day operations
  • Developed the Monster Menu that is now the staple of the Primos Brand

Lead Installer

Aair Purification Systems
06.1996 - 01.2002
  • Industrial Dust Collection Systems
  • Vehicle Exhaust Extraction Systems
  • Led a Team of 3 installers
  • Installed $4M on an annual basis

Education

BBA - Marketing

University of Phoenix
Tempe, AZ
05.2012

Skills

  • Collaborative team management
  • Operational leadership & oversight
  • Brand development strategy & execution
  • Marketing campaign development
  • Catering program management
  • Sales performance improvement
  • Menu development & launch
  • Strategic project management
  • Data analysis & interpretation
  • Strategic internal messaging
  • Franchise onboarding & expansion support
  • Training strategy & execution
  • Corporate strategy development with an emphasis on KPI-driven execution
  • Partnership development
  • Cross-functional team leadership

Current Job Title

COO & CMO

Timeline

CMO & COO

Primos Management Inc.
12.2020 - Current

VP of Marketing & Chief of Staff

Primos Management Inc.
07.2017 - 12.2020

VP of Marketing

Primos Management Inc.
08.2012 - 07.2017

Catering Coordinator

Primos Management Inc.
11.2009 - 08.2012

Owner/Operator

Primos Mexican Food & Cantina
01.2002 - 11.2009

Lead Installer

Aair Purification Systems
06.1996 - 01.2002

BBA - Marketing

University of Phoenix
James Quijano