I have over 18 years’ experience in Brand and Franchise strategy, coupling with a wealth of knowledge in strategic business development, International franchise operations management and food and beverage consulting. Having worked in China and the Middle East region, I was able to lead change in organization approach and behaviors to branding. I was also instrumental in
I have over 18 years’ experience in Brand and Franchise strategy, coupling with a wealth of knowledge in strategic business development, International franchise operations management and food and beverage consulting. Having worked in China and the Middle East region, I was able to lead change in organization approach and behaviors to branding. I was also instrumental in evaluating internal capabilities of business functions, and establishing gold standards systems to creating a sustainable brand.
My partnership in a consulting company - Brand Champions, has enabled myself to provide superior expertise in Brand and Franchising consulting to organisation's brand owners. The consultancy includes evaluating concepts, providing a Strategic Action Plan (SAP) to business unit managers and collectively working with them to align and implement policies, processes and standards.
As Vice-President, Franchise Operations at Brotzeit®, I have led the company in the identification and creation of strategies and tactics that eventually elevate and leverage the full potential of growth opportunity. I work with Franchise investors to identify consumer behaviors, trends and needs, competitive position, market trends and internal capabilities enhancement. I have also positively influenced the construction of advertising and promotional campaigns that communicates and execute against the brand message.
I currently holds the position of Director (Group) Brand Strategy and Development in F&B Aisa Ventures, a Special Purpose Vehicle (SPV) Company. I continue to provide sound assessment to acquiring new F&B Concepts and initiate re-branding and positioning of the brand acquired. Increase brand value through implementing specific restaurant operating systems and policies and driving cross boarder expension and growth through Franchising, M&A or Corporate owned. I also helm the role of a Marketing Director, providing strategic marketing directives for all acquired brands.
Director (Group) Brand Strategy and Development / Chief Development Officer @ From August 2013 to October 2015 (2 years 3 months) Vice-President Franchise Operations @ From October 2009 to July 2013 (3 years 10 months) Director, Operations @ From May 2008 to April 2009 (1 year) Partner, Director Operations @ Operations Systems Analysis and Improvement, Franchise Development and Operations Consultancy. From April 2006 to April 2008 (2 years 1 month)
BSc Hons (First Class), Business - Hospitality Management @ University Of Wales, Prifysgol Cymru Malcolm Chao is skilled in: Franchising, Strategic Leadership, Internal Capabilities Improvement, Corporate Training & Development, Restaurants, Food & Beverage, Restaurant Management, Hospitality, Franchise Consulting, Hospitality Management, Food, Retail, New Business Development, Business Planning, Operations Management
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