K.

Edward Cook
Phone: (407) 361-2650
E-Mail: ed@certifiedbusinessadvisors.net


Executive Summary
High-energy, focused executive with team building and turnaround experience in multiple franchise
industries. Extensive and successful experience in management of franchise sales, service and
operations with full P&L responsibility. Adept at conversion and turnkey franchising. Selected as lead
in Strategic Planning \ Business Planning for several companies. A solid track record of goal
achievement through a pragmatic approach to forecasting, budgeting, profitability analysis,
personnel management and asset utilization.


Experience
GMACHS \ Real Living Oak Brook, IL 2000-2012
As VP then SVP, responsible for managing and coaching 16 Sales, Service, and Transition Team
members covering 22 Eastern states with 300 offices. Led senior management team in Strategic
Planning and development of branding strategy, sales strategy, servicing models and culture for
company.
Built and developed Sales Team responsible for $10MM per year in fee revenue. Exceeded goals by
an average of 11% every year except during period company was for sale. Promoted to SVP in 2007
and built new servicing model for dispirited and unproductive Service Team. Improved Team
morale, customer satisfaction and productivity between Sales \ Service \ Transition Teams.
Successfully converted 92% of franchisees from B H&G to GMAC in 2000 following acquisition, and in
2010 converted 110% of targeted franchisees from GMAC to Real Living after acquisition.
HFS \ Cendant Parsippany, NJ 1995-2000
As Sr. Franchise Sales Director, responsible for ERA brand in Florida. Completed comprehensive
market research for each major market then developed and called on target companies and top
agents for franchise opportunities. Worked with existing franchisees on mergers \ acquisitions in
their markets.
Achieved at least 130% of goal every year. Top 3 of 32 in ERA and top 10 of 120 in parent company
every year. Became recognized as the expert in mergers \ acquisitions, and was trainer \ mentor
for new and struggling salespeople.

Fantastic Sams Hair Salons Tampa, FL 1993-1995
Sales Manager \ GM Negotiated acquisitions and consolidation of 3 territories. Full P&L
responsibility for franchise operations, sales, service and warehouse. Managed staff of 2 salespeople,
3 service people, and 5 administrative \ warehouse personnel for 82 franchisees with 130 salons.

2
K. Edward Cook (continued) Page 2
Acquired 2 Regions in 2 months. Resolved anti-trust lawsuit with franchisees. Re-wrote all systems
and procedures to maximize effectiveness and efficiency. Worked with Counsel to re-write UFOC
into plain language. Grew to 144 franchisees, 220 salons, and increased revenue by 42% and net
by 23%, while reducing expenses 18%.

Little Kings Sandwiches Omaha, NE 1991-1993
VP then SVP of Operations \ Sales, revamped all systems and procedures and re-wrote operations
manual. Manage and coached staff of 14 handling 218 franchisees with 304 stores.
Sold 16 territories and 68 franchises during my tenure. Improved product line and margins for
franchisees. Built new training programs for franchisees. Held franchise together during sale to new
owners.

Amerimac Mortgage Franchise San Jose, CA 1988-1991
VP Opened Florida market. Rewrote marketing materials and agreements for state. Negotiated
lender agreements. Created business plan and budgets. Hired staff and established corporate office.
Sold 10 franchises in first 6 months.

Prior Career experience 1980-1988
Morrells Aerospace Compton, CA VP \ GM
Sound Energy Phoenix, AZ VP Marketing
Nalco Chemical Co. Sugarland, TX Technical Rep.

Education
MBA Strategic Planning \ Marketing Pepperdine University Malibu, CA
BGS Psychology \ English University of Nebraska Omaha, NE
Military Service 1974-1980 \ 1966-1968
F4 Phantom Pilot Officer USMC
Infantry Enlisted USMC