Julianna Parsons
Alpine,TX
Summary
Hospitality executive specializing in beverage program strategy, multi-unit bar and restaurant operations, and large-scale revenue management. Proven leader across independent venues, luxury resorts, airport concessions, and multi-restaurant groups generating $18M–$75M+ annual beverage and F&B revenue. Known for building profitable cocktail programs, optimizing COGS, standardizing systems across locations, and developing high-performing bar teams. Combines craft cocktail innovation with strong financial discipline to drive guest experience, operational efficiency, and sustainable revenue growth.
Professional with solid background in management and operations, ready to excel in leadership. Known for strong team collaboration, adaptability, and achieving tangible results. Skilled in strategic planning, staff development, and operational efficiency. Trusted for reliability and effective problem-solving in dynamic environments.
Overview
2
2
years of professional experience
Work History
Assistant General Manager & Beverage Manager
SSP America
Minneapolis-St. Paul International Airport
- Oversaw beverage operations across multiple restaurant concepts including The Republic, Black Sheep Pizza, and Lolo.
Event Bartender & Bar Manager
After Midnight Group
Minneapolis, MN
- Supported bar leadership and training across multiple venues generating $75M–$100M+ annual beverage revenue.
Beverage Director
Start Local LLC
Alpine, TX
01.2025 - Current
- Lead beverage strategy and operational execution for Alcove Social and additional Start Local hospitality venues in the Big Bend region.
- Direct the full beverage program including cocktail menu engineering, recipe costing, and a 56-label curated spirits portfolio
- Manage beverage P&L performance including COGS, pour cost targets, vendor negotiations, and inventory controls
- Develop standardized bartender training programs and service systems
- Oversee event beverage programming and bar execution across multiple venues
- Partner with ownership on profitability strategy, pricing analysis, and long-term beverage program development
- Built a cocktail program recognized locally as a destination bar between El Paso and San Antonio
Multi-Unit Department Manager
Delaware North
Austin, TX
01.2024 - 01.2025
- Directed operational and financial performance across multiple hospitality locations in a corporate union environment generating $18M–$25M annual sales.
- Oversaw P&L performance, labor strategy, and COGS management across multiple units
- Standardized service execution and operational systems across locations
- Partnered with HR and labor relations on union contract compliance, steward collaboration, and grievance resolution
- Improved operational consistency while maintaining guest satisfaction in high-volume environments
Beverage Director | Department Manager
Hyatt Regency Lost Pines Resort
Austin, TX
01.2024 - 01.2025
- Directed beverage operations for a large-scale resort with 11 outlets and banquet operations producing $50M–$75M in beverage revenue annually.
- Oversaw beverage programming for restaurants, pool bars, banquet operations, room service, and minibar programs
- Managed large teams through outlet managers and supervisors
- Led budgeting, forecasting, purchasing strategy, and inventory control
- Negotiated vendor contracts and high-volume purchasing agreements
- Developed beverage programs for large-scale weddings, conferences, and banquet events
- Maintained corporate compliance and reporting standards across all outlets
Assistant General Manager | Beverage Manager
Blue Plate Restaurant Company
Minneapolis, MN
01.2024 - 01.2025
- Led beverage strategy and front-of-house leadership for a 7-restaurant hospitality group.
- Directed menu development, recipe costing, and cocktail program design across all locations
- Managed beverage inventory systems and vendor relationships
- Analyzed beverage performance metrics including sales mix, COGS, and location-level P&L
- Implemented standardized beverage systems to improve margins and operational efficiency
- Coached management teams and bartenders to elevate service quality and consistency
Education
Bachelor of Science - Graphic Design
Associate of Applied Science - Marketing
Associate of Applied Science - Pre-Veterinary Medicine
Skills
- Beverage Program Strategy
- Cocktail program design
- Menu engineering & drink pricing
- Recipe costing & spec systems
- Beverage trend analysis & R&D
- Financial Leadership
- P&L ownership
- Budgeting & forecasting
- COGS optimization
- Vendor negotiation & purchasing strategy
- Multi-Unit Operations
- Large team leadership
- Recruiting & bartender training programs
- Operational standardization
- Service excellence systems
- POS: Toast, Micros, Aloha, Oracle, Homebase
- Payroll: Gusto, ADP, Workday, UKG
- Inventory: BirchStreet, Restaurant365
- Vendors: Sysco, Ben E Keith, Southern Glazer’s, RNDC, Johnson Brothers
- Staff management
- Inventory control
- Operations management
- Staff development
- Training and development background
- Customer relationship management (CRM)
- Budget control
- Business development
- Vendor relationship management
- Program administration
- Team leadership strength
- Training and development skill
- Customer service
- Cost analysis and savings
Languages
Spanish
Limited Working
Timeline
Beverage Director
Start Local LLC
01.2025 - Current
Multi-Unit Department Manager
Delaware North
01.2024 - 01.2025
Beverage Director | Department Manager
Hyatt Regency Lost Pines Resort
01.2024 - 01.2025
Assistant General Manager | Beverage Manager
Blue Plate Restaurant Company
01.2024 - 01.2025
Assistant General Manager & Beverage Manager
SSP America
Event Bartender & Bar Manager
After Midnight Group