Kim DeCarolis
Royal Oak
Summary
Proven leader in franchise development and strategic growth, I spearheaded initiatives at FAT Brands, achieving over 300% increase in franchise development productivity. Expert in sales GTM and SaaS storytelling, my leadership and innovation strategies have consistently driven market penetration and revenue growth. Skilled in mentoring, I excel in fostering teams to exceed targets.
Overview
8
8
years of professional experience
Work History
Strategy Consultant
Smalls Sliders
Atlanta
10.2024 - 03.2025
- Negotiated with suppliers and vendors to optimize cost structures.
- Gathered stakeholder feedback throughout the project life cycle and incorporated it into recommendations.
- Reviewed internal policies and procedures to recommend improvements or modifications.
- Conducted strengths, weakness, opportunities and threats (SWOT) analyses to develop strategic plans for corporate level and business units.
- Assisted in developing long-term strategies that aligned with organizational goals.
- Coached teams on how to effectively use resources when implementing strategy initiatives.
SVP, Strategic Growth & Development
Craveworthy Brands
South Elgin
06.2023 - 09.2024
- Company Overview: Privately held multi-brand (15) restaurant franchising company that consists of both brick and mortar and virtual locations totaling 200+ locations nationwide
- Owned franchise growth department from franchise marketing, sales, outreach, construction and real estate
- Implemented new technology platforms for real estate, background/financial checks, Hubspot, resulting in streamlined processes and reduced administrative expenses for all concepts
- Onboarded 7 new franchise brands (including 3 virtual) for creation of the FDD, bringing them into our development process, brand persona, franchise marketing efforts/PR & relationships of existing franchisees
- Sold and marketed 'Craveworthy Kitchens,' a multi-brand strategy within single brick-and-mortar locations to increase average unit volumes (AUV) without expanding expenses or SKUs
- Launched Craveworthy's E2 and EB5 visa program bringing in 4 investors over 3 months with many others in pipeline
- Led successful turnaround franchise efforts for the Dirty Dough acquisition, overseeing various initiatives including: Implementing consumer packaged goods (CPG) strategies to enhance product offerings and increase sales
- Collaborating with franchisees to optimize business operations and drive profitability
- Extending hours of operation to capture additional revenue opportunities
- Enhancing the franchise development process to attract and onboard new partners effectively
- Worked with existing franchisees who bought locations, but did not develop to honor contracts and their investments
- Worked in collaboration with the CEO on fundraising efforts including launching a crowdfunded raise
- Brought in board member, Greg Creed, former CEO of YUM brands (NYSE: YUM) to help steer the direction of Craveworthy
- Privately held multi-brand (15) restaurant franchising company that consists of both brick and mortar and virtual locations totaling 200+ locations nationwide
VP, Franchise Development
FAT Brands
Beverly Hill
11.2022 - 06.2023
- Company Overview: (NASDAQ: FAT) - a multi-brand (17), restaurant franchising company that strategically develops, markets, and acquires restaurant concepts worldwide
- Spearheaded domestic and international franchise development for 17 brands, resulting in increased growth and market penetration
- Growth Strategy: Increase growth via existing franchisee base, Only 40% of our 750 franchisees owned more than one unit
- Increase AUVs by adding co-branded licenses to existing locations
- Reduce costs for our franchisees via technology economies of scale
- Refresh and consolidate all digital solutions (CRM, Loyalty, Ordering)
- Deploy Catering across our entire portfolio
- Increased franchise development productivity by over 300% within first 3 months
- Maintained year over year growth numbers from 2022 to 2023 (Q1/Q2)
- Elected to the Diversity, Equity, and Inclusion (DEI) committee, advocating for inclusive practices within the organization
- (NASDAQ: FAT) - a multi-brand (17), restaurant franchising company that strategically develops, markets, and acquires restaurant concepts worldwide
SVP, Growth & Sales
PathSpot
New York
10.2020 - 11.2022
- Company Overview: The PathSpot Contamination Monitoring System enables real-time handwashing feedback (on both quality and quantity) by scanning users' hands for dangerous contamination that could transmit illness using visible light fluorescent spectral imaging
- Responsible Sales and expansion
- Developed GTM plan including product packaging
- Reduced workforce by 50% and maintained overall performance metrics while reducing costs (Covid)
- Relocated customer facing teams to Dallas, Texas to take advantage of in office work to build culture and productivity (Covid)
- Launched product into multiple verticals including: Restaurants, Grocery, Manufacturing, Hotel, Retail
- Shifted company from self install to 3rd party installation to support rapid growth nationwide and accelerate contract to live revenue
- Successfully contracted, deployed and launched all Super Target locations including Starbucks
- Grew recognized revenue by over 100%
- Implemented persona selling
- Developed go to market value prop and strategy
- Member of the Women's FoodService Forum
- The PathSpot Contamination Monitoring System enables real-time handwashing feedback (on both quality and quantity) by scanning users' hands for dangerous contamination that could transmit illness using visible light fluorescent spectral imaging
SVP, Sales (promoted)
Punchh Inc. (Acquired by Par Technology)
San Mateo
08.2017 - 09.2020
- Company Overview: Punchh delivers private-label mobile apps and an enterprise mobile CRM platform that helps brands engage guests on their smartphones (loyalty, payments, ordering, gaming, etc.), gather transactional and demographic data, and leverage this data to drive highly effective campaigns that increase same-store sales and profitability
- Grew SaaS revenue from $0-$50MM ARR
- Grew customer base to 165+ enterprise brands
- Grew restaurant location base to from <100 locations to 110,000+
- Closed 2.8M in annual contract value with a team of 3 salespeople
- Taking the company Global; generating new business in 14+ international markets including the UK, Europe, Kuwait, New Zealand, Australia, Singapore & Malaysia
- Maintained zero customer churn
- Key customers: YUM! Global Brands (Pizza Hut, KFC, Taco Bell), Papa Johns, Denny's, MOD Pizza, Blaze Pizza, Little Caesars, El Pollo Loco, & Dairy Queen
- 14 consecutive quarters exceeding revenue targets
- All results were achieved without a marketing SDRs or a dedicated business development team
- Punchh delivers private-label mobile apps and an enterprise mobile CRM platform that helps brands engage guests on their smartphones (loyalty, payments, ordering, gaming, etc.), gather transactional and demographic data, and leverage this data to drive highly effective campaigns that increase same-store sales and profitability
Education
BBA - Entrepreneurship & Marketing
Central Michigan University
Mount Pleasant, MI01.2008
BBA - Marketing
University of Rome
Rome, Italy 01.2007
Skills
- Franchise Development Restaurant Operations Startups
- Sales GTM SaaS Sales Storytelling
- Public Speaking Sales Leadership Mentoring
- Innovation strategy
- Leadership development
- Growth strategy
- Planning and execution
Affiliations
- Prosper Accelerator (2024)
- Founding member WiRL - Women in Restaurant Leadership Advisory Board
- Restaurant Leadership Conference Advisory Board
- Women’s Foodservice Forum Member
Accomplishments
- 2024 Winner of Top 30 Woman in Restaurants
- Woman in Restaurant Leadership Board Member
- LEAD Board Member
References
References available upon request.
Timeline
Strategy Consultant
Smalls Sliders
10.2024 - 03.2025
SVP, Strategic Growth & Development
Craveworthy Brands
06.2023 - 09.2024
VP, Franchise Development
FAT Brands
11.2022 - 06.2023
SVP, Growth & Sales
PathSpot
10.2020 - 11.2022
SVP, Sales (promoted)
Punchh Inc. (Acquired by Par Technology)
08.2017 - 09.2020
BBA - Entrepreneurship & Marketing
Central Michigan University
BBA - Marketing
University of Rome
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