Lee Burrett

QOOAH is a B2C e-commerce store that provides curated health & fitness equipment & nutrition. MeFitPro is both a B2C & B2B business & delivers World Class Fitness Solutions as an education provider, gym installation experts & as exclusive distributor for international nutritional, fitness & wellness brands, which include Nuzest, Atkins, TRX & over 40 other brands. As an integral part of the senior management team I own the end-to-end digital journey & I lead the e-commerce & digital marketing teams for the MENA region; which also includes international e-commerce brands.

Kitopi is the world’s leading managed cloud kitchen platform that partners with restaurants to expand their delivery reach. Kitopi is the second top-founded startup in the UAE which raised $60M round in Series B. I led teams in UAE, KSA, Kuwait, US & Europe. I developed growth strategies which included leading the global kitchen expansion program with the following departments: Marketing/Growth - brand rollout & aggregator promotions Tech/Product - Ops development & aggregator integration Operations - provided IT solutions to drive productivity & efficiencies (cost savings) HR - recruitment planning Training - systemised training & induction programmes Finance - budget allocation & monitoring Property - site selection, planning & design

Grew annual top line revenue by £1.4 million by increasing digital conversion from 15% to 45%. Aspria is a collection of premium members’ clubs and hotels that offers exceptional health, spa and fitness facilities, inspiring people of all ages to be healthy, feel good and enjoy life. Working as the Head of Digital as part of the Senior Management Leadership Group, I was responsible for the digital growth and transformation at Aspria. I introduced a digital strategy along with intricate roadmaps to deliver short-term objectives and to formulate long-term strategy and structure. I managed a team in the UK and in mainland Europe and my role includes direct leadership of the following: • Lead website, APP, E-marketing UX developments • Online advertising strategy including PPC, display & re-marketing • CRM: acquisitions & retention strategy & lead on workflow creation • Social media strategy • Analytics & insights. Lead the creation of end to end reporting dashboards

Increased campaign conversions by >350%. The proud creators of London’s fitness and wellness scene, with one simple goal: to touch lives. With an amazing team of compassionate and magical people, finely designed and effective training methods, and truly iconic studios; Heartcore is home to a genuinely positive, energised and welcoming soul-to-soul culture. • Crafted the first digital strategy for Heartcore • Led digital marketing transformation by enhancing UX for the APP & website • Increase in campaign conversions by >350% • Leadership of all digital channels: Website, APP, booking platform, social media, SEO, e-marketing, PPC, & e-commerce • Introduced CRM techniques to support re-marketing & increase client LTV

Led digital transformation generating 33% revenue growth. Searcys are creators of brilliant restaurant experiences & wonderful events. The collection includes venues at: The Gherkin, Blenheim Palace, Bath historic venues, St Pancras International Station & more. • Created the first digital strategy for Searcys • Leadership digital team & all digital marketing channels including websites, CRM, social media, SEO, e-marketing, PPC, e-commerce and affiliates. This also comprises of end-to-end campaign management. • Delivered digital marketing transformation by enhancing the UX through new websites builds and enriching mobile functionality, which increased enquiries by >500% & achieved 33% revenue growth. • Utilising Google Analytics & social media analytics to lead on effective measurement & dashboard reporting. • Conduct A/B testing on key channels: E-marketing & Facebook. • Owning Finance and budgeting process across for digital marketing & drive cost savings.

Created media collateral that generated record breaking engagement levels for the brand (+900%). All Star Lanes is a premium brand of entertainment venues that delivers an excellent fine fast casual dining experience, and provides a great night out with their amazing cocktail bars and entertainment offering. • Crafted engaging digital & PR campaigns to generate awareness to increase engagement & talkability of the new menu, & to drive visitors to their venues • Produced media collateral for Facebook, Instagram & Twitter, & for ASL this campaign delivered the highest engagement levels ever • Managed social media accounts, website development, updates & agencies

Launched brand for start-up across several platforms. Algo Systems is a privately owned proprietary trading firm based in the City of London. • Algo Systems was a new start-up & I had responsibility for the initial digital marketing set-up. This was an expansive role covering marketing planning, website development, social media communications & brand development • Designed and developed website: ProFxTraining. Responsible for briefing & managing external web programmer, & supervising budget & timescales

Managed digital innovation marketing projects and new site openings, refurbishments and store remodels, working with the development team to provide digital and merchandising design solutions to maximise sales growth opportunities. Key responsibilities: Responsible for UK rollout of digital service innovation ‘Kiosk ‘ strategy. I managed the Leo Burnett agency to deliver pioneering ordering solution. Devised brand marketing strategies for new site openings and refurbishment re-launches. Creating a calendar and timeline of marketing activities. Created calendars and timelines of marketing activities. Outdoor Media: Managed delivery of outdoor media, from artwork creation to site delivery. Managed agencies to deliver and execute marketing tactics: Digital solutions / POP / outdoor media. Delivered internal comms brand messaging and tactics to key stakeholders and colleague engagement marketing.

During this time the UK McDonald’s market achieved a record sales growth in excess over 10%, exceeding £2 billion, and growing footfall from 83 million to over 1 billion. That year the UK market was recognised as the best performing market in world. Marketing Manager: A business critical role making a substantial contribution to the long-term strategic growth of the company. Key responsibilities: Managed integrated ATL and BTL campaigns from brief to research, to concept, through to implementation and full evaluation. Media mix included Radio, Press, Digital, Outdoor media and in-store marketing (POS) to reach key target audiences. Created POP/POS website for Franchisees and Operations. The website offered off-the-shelf POP solutions as well as bespoke POP creation. The website ensured that all brand guidelines were adhered to, and that the messaging/communication in every restaurant had brand identity and continuity. Designed and developed LSM (Local Store Marketing) marketing plan. This was a workbook document that the restaurant teams used to devise and structure their own LSM plans. Produced the LSM breakeven calculator. This was a calculator that generated the breakeven requirement for each local promotion based on the cost of each tactic. Managed outdoor media strategy, including Piccadilly Circus iconic digital sign and Europe’s largest outdoor poster site. Brand experience delivery, briefing high profile London agencies on campaign briefs and creative executions. Conducted brand marketing research into competitor products and activity. Utilising sales track reports, market quests and marketing action plans. Conducted regular competitor analysis to evaluate and assess local competitor activity. Created marketing tactics using consumer insights: price sensitivity, buying trends and segmentation. Development, training and management of Assistant Brand Managers and Marketing Assistants. Conducted reviews and appraisals.

Effectively developed partnerships and relationships with Franchisees to help advise, assist and influence to deliver strategic brand objectives and achieve business goals. Working with Franchisees was a collaborative process, where I would utilise my negotiating skills to good effect to ensure that a ‘win/win’ scenario was achieved. Key responsibilities: Guided Franchisees with their marketing and business plans and compiled and conducted business reviews, audits and monitored business standards of multiple businesses. Coached and supported Franchisees to understand marketing theory and application. Managed the sale of restaurants from the McDonald’s to the Franchisee. I have coordinated the transfer of ownership and I have experience and expertise of selling to Franchisees, and supporting Franchisees in the buying process, which includes the management of handovers; managing people, building surveys and inventory. Public relations management: Supported and coordinated numerous community and charity events to help raise awareness and funds for local causes. Attended town hall meetings to support new site and late night licenses. Hosted and managed residences association and key opinion former meetings for new site openings. Worked collaboratively with local franchisees to build brand reputation 'locally'. Managed new site openings, refurbishments and store remodels. Provided design solutions to the development team, which included kitchen ergonomic improvements and increased seating capacity. Coordinated benchmark visits to France and Germany for Franchisees and Operations teams.

Learning and Development Manager for key business management courses, teaching over 2000 students. Key responsibilities: Developed learning and curriculum solutions for 1200 restaurants. This included courses, scripts, training material and management tools. Taught and delivered Area Manager courses: Restaurant Operations Leadership Practises, Restaurant Management courses and Shift Management courses. Developed and delivered a training system that produced a record number of Ofsted calibre apprentices. Project managed national Learning and Development projects from inception, creation, material development, internal communications, stakeholder coaching, system-wide launches and post launch evaluation. Managed and coordinated On-The-Job-Experience trials for salaried managers. I developed a training format and structure to ensure that each candidate was assessed fully, whilst obtaining a representative experience of restaurant operations Internal communication: designed and delivered internal newsletters to effectively communicate results and recognise top performers. Directed and produced corporate videos for national conferences. This included videography, editing, script writing, storyboard creation and coaching interviewees on presentation and on-screen delivery.

Financial accountability for multiple sites in the London region, growing footfall and increasing sales by >15%, sales in excess of £20 million, managing a team in excess of 700 people. Exceptional P&L control, identifying and driving cost efficiencies with food and labour. Led and inspired operation teams with shoulder-to-shoulder training and leadership to exceed operational targets, and drive profitability. A proven track record of turning around underperforming restaurants and generating positive sales, increased profitability and improvement in operational metrics: Mystery Shopper and complaint reduction. Service: Hospitality service expert, hire and train Management team to develop and drive best in-class hospitality service to wow and delight each customer, every time. Quality: Coached Restaurant Management teams to instil strict standards of food preparation procedures to deliver the highest levels of food quality. Developed operational solutions, production modes and equipment solutions to provide enhanced quality for the customer. Drive-thru: identify and implemented ergonomic solutions to provide the fastest drive-thru experience for the customer. An expert at staff and management scheduling. I developed an enhanced scheduling system that enabled restaurant teams to accurately refine their schedules. Delivered the successful rollout and launching of new products: coffee, blended ice (smoothies), promotional sandwiches/burgers, breakfast items and desserts. Created business plans and set KPIs for restaurant teams. Devised and managed management development programmes, ensuring that restaurant teams had the right resources and knowledge to deliver an exceptional customer experience. This included training courses, systems and on-the-floor tools to support and assist the Management teams. Managed talent/people plan and succession management plan. Ensuring that each restaurant had the correct management levels to grow the business successfully.