Brad — Director of Finance & Analytics

Denny's Inc. (Restaurant/Food Services) - Spartanburg, SC IT Director - Data, Business Intelligence & IT Finance 2018 - 2020 Moved from Finance to IT to lead multi-year strategic big data and analytics project. Moved Denny's into the MS Azure cloud, hired Denny's first data team, built Denny's first data warehouse and began delivering insights via new Tableau dashboards. Delivered new SQL and ADF data ETL pipelines that cut processing times by as much as 10x. Partnered with Marketing and vendor to implement new CRM (Punchh), data sources and integrations. Director of FP&A - Sales & Marketing Analysis and Business Intelligence 2016 - 2018 Promoted to lead all annual sales planning, forecasting and analysis along with continue driving Denny's Business Intelligence efforts. Led the optimization of the brands ~$80M marketing fund and reduced unused year end funds by 50% (99.8% use rate). Built and delivered ~$3B annual sales budget, forecast and drivers. Director of FP&A - Business Intelligence 2015 - 2016 Promoted to be Denny's first dedicated BI leader. Brought in Tableau BI for the FP&A group to begin learning, training and exploring new ways to analyze and deliver insights. Rolled out new visualizations in dashboards and presentations to leadership and field personnel. Led financial suite ERP selection project which led to Workday as our new ERP. Sr. Manager of FP&A - Sales & Marketing Analysis 2011 - 2015 Selected to a newly formed FP&A position to partner with the marketing department to drive new incremental sales and maximize ROI on the brand's $80M marketing fund. Led in depth media mix modeling efforts with external agencies to optimize ad spend, reach and channels. I automated legacy models that cut manual reporting efforts by ~30%. Led analytical (test & control) efforts to optimize operation investments in real estate, remodels, co-ops, local advertising and new product launches. Partnered with Marketing and vendor to implement new CRM and integrations. (Fishbowl) Ahold USA (Grocery) - Greenville, SC Manager - IT Financial Controls 2005 - 2011 Promoted to Manager and built out a team of 5 Financial/IT analysts. Led financial due diligence efforts during four separate M&A and divestiture/reorganization projects. Our IT financial accuracy for G&A, contracts, assets, planning and projects passed all audits by external M&A teams for each event. Overall budgetary responsibility exceeded $40M. Financial Analyst 2003 - 2005 Hired to a new position to put in effective financial controls with the IT Dept. Implemented new annual budget and forecasting processes for all OpEx and CapEx. This was for ~15 cost centers and 120+ personnel. Worked directly with IT leaders to build effective man-power capacity planning and track as many as 50 capital projects. Extended Stay America (Hospitality/Hotel) - Spartanburg, SC Revenue Analyst 2001 - 2003 Hired into the finance department to work directly with Field Ops to accurately forecast room inventories, maximize room occupancy and revenue. Developed new MS Excel and Access tools that automated data feeds and forecasts. Brought in new industry benchmark data sources and improved room occupancy in my region by 5%. Revenue forecasting responsibility was ~$550M from about 350 hotel properties.