Andrea de la Cruz

Head of Finance & Strategy at Heart with Smart Group
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Contact Information
us****@****om
(386) 825-5501
Location
London, England, United Kingdom, UK
Languages
  • Español Native or bilingual proficiency
  • Inglés Native or bilingual proficiency

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Experience

    • United Kingdom
    • Hospitality
    • 1 - 100 Employee
    • Head of Finance & Strategy
      • Nov 2022 - Present

    • United Kingdom
    • Retail
    • 700 & Above Employee
    • Senior Global Store Proposition Manager
      • Dec 2020 - Nov 2022

    • Independent Strategy Consultant
      • Oct 2012 - Mar 2020

      ► Costa Coffee (March'20-Dec'20 / 10 months): Global Store Propositions Senior Manager ► Just Eat Spain (July'19-Feb'20 / 7 months): Interim Strategy & Operations Manager reporting to CFO and CEO ► Paymentsense (Jan-April'19 / 3 months): Interim Chief of Staff reporting to COO ► SSP Group (Jan-Dec'18 / 1 year): Group Project Manager, Digital Innovation Strategy, reporting to Group Director of Operations Improvement (further detail below) ► The Restaurant Group (Jan'17-April'17 / 3 months): Operational efficiency programme as independent consultant supporting CEO ► Pizza Hut Restaurant UK (June'13-Dec'16 / 3.5 years): Strategy & Investment Planning manager reporting to CFO (further detail below) ► Babcock International (Feb-May'13 / 4 months): Strategy project as independent consultant supporting the Head of Business Enhancement ► The ICSS (Oct'12-Jan'13 / 4 months): Strategy project as independent consultant supporting the Head of Strategy Show less

    • Netherlands
    • Software Development
    • 700 & Above Employee
    • Interim Strategy & Operations Manager
      • Jul 2019 - Jan 2020

    • United Kingdom
    • Food and Beverage Services
    • 700 & Above Employee
    • Group Project Manager - Digital Innovation
      • Jan 2018 - Nov 2018

       Identified opportunities to introduce digital technology in restaurants for customers to order and pay via kiosks, tablets or mobile phones depending on the restaurant concept.  Enabled the executive team to set strategic priorities, by prioritising opportunities based on size of prize, concept, country and complexity, and defined the roll-out plan.  Led a cross-functional team, comprising group and OpCo members, to deliver the projects by markets involving a broad range of stakeholders (IT, Commercial, Ops, Property, Finance and the development company by type of technology).  Delivered the roll-out of Burger King self-order kiosks in 5 markets, resulting in sales growth through transactions (+8% growth vs control) and ATV (+20% kiosks vs tills), and labour savings by re-shaping the Ops model (-5% vs last year). Optimised the Customer Journey screens by sharing best practices from all markets.  Managed the project to create and launch a self-order and payment WebApp activated by scanning a QR code using the customers’ own mobile device. Run the RFP process to choose the development company to create the WebApp.  Updated the Group Executive team on a monthly basis on the status of the Digital project worldwide. Show less

    • United Kingdom
    • Restaurants
    • 100 - 200 Employee
    • Turnaround - Strategy & Investment Planning Manager
      • Jun 2013 - Dec 2016

      Owned by the Private Equity Rutland Partners from November 2012 to April 2018, resulting in a management buyout after a successful turnaround. Joint Pizza Hut as a freelance consultant to define the main transformational project of the turnaround, a refurbishment programme of £60m investment on 300 stores. After the definition phase, became Strategy & Investment Planning Manager to lead the implementation of the project with a team of two direct reports and a close cooperation with the Management Team and the Board. Main Responsibilities: ► Supported the Management Team and the Board to drive key strategic/investment decisions ► Designed the refurbishment programme to maximise value creation from investments, efficiency on execution and the best customer experience ► Advised on investment levels and expected returns (sales/profit growths and paybacks) by restaurant based on restaurant visits, market dynamics (strength of generators, competition, economy…), internal operations and capacity of the store ► Set up a robust investment process involving various stakeholders: marketing, designers, operations, real estate and product development ► Developed analytical tools to track the benefits of each investment and the success of the overall programme Achievements: ► Half of the restaurants refurbished, and delivering between 10% and 40% L4L sales growth depending on the level of investment ► At company level, 6.2% L4L sales growth (+4 p.p. ahead of competitors) Finally, worked on the sale of the company as a direct support to the Management Team, Rutland Partners and the advisors (PwC). As part of the process, created the Management Team Presentation used for several bidders. Show less

    • United States
    • Business Consulting and Services
    • 700 & Above Employee
    • Associate Consultant
      • Mar 2010 - Sep 2012

    • Ireland
    • Business Consulting and Services
    • 700 & Above Employee
    • Analyst
      • 2009 - 2010

Education

  • Universidad Pontificia Comillas
    Industrial Engineering, Engineering Mechanics
    2004 - 2009
  • Nuestra Señora de las Maravillas
    High School

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