1. Ashley A. Elicker
7 Hanson St. • Boston, MA 02118 • (571) 334-7885 • aelicker@hotmail.com
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Strategic professional with general management, FP&A, and brand management background. Proven ability to develop
and implement short and long term strategic initiatives, including market and financial analyses, new product
development, project management, and operational execution. Ability to translate high level strategy into on the ground
execution. Unique balance of analytical and operational expertise.
Strategic, Financial, and Management Strengths:
* Financial Modeling * Project Management * P&L Management * Retail Operations
* New Product Development * French Language * Brand Management
EXPERIENCE
Panera Bread 2011 - Present
Director, Operations Services 2016 - Present
⋅ Leading strategic project to increase sales in Manhattan market by 30%, with focus on catering sales.
Director, Operations 2014-2016
⋅ Managed Boston company owned Panera cafes, including 200 employees and +$7MM yearly sales.
⋅ Reduced management turnover to 0% within two months of taking position and through end of role
⋅ Leading market in region in sales growth vs. last year
Director, Financial Planning and Analytics 2013 –
2014
⋅ Specifically focused on Panera 2.0, non traditional cafes, and base retail business.
⋅ Lead finance team member of Panera 2.0 team (integrating digital ordering and operational improvements in
cafes) in transition phase from testing and iteration to rollout phase.
⋅ Created and standardized performance tracking documents for all Panera 2.0 cafes across sales, operational, and
cost metrics used in company planning projections and earnings calls.
⋅ Led initial team to first iterate Panera 2.0 labor model to lessen the transitional labor investment and increase
profit equation of rollout.
⋅ Created and iterated profit / ROI model for Panera 2.0.
⋅ Create 2015 Financial plan for Panera 2.0 rollout.
Senior Manager, Financial Planning and Analytics 2011- 2013
Operational Strategy and Analytics. Non-traditional Cafe Performance Evaluation and Pro Forma.
⋅ On Panera 2.0 team since January 2013, as lead finance team member - provided analysis on sales, operational,
and cost impact of 2.0.
⋅ Spearheaded team that analyzed historical labor allocation to cafes, determined where labor allocation was not
providing enough hours to cafes, and provided recommendation to leadership to add 35 hours per week at
breakfast to every Panera cafe's labor allocation. Recommendation was implemented ($15MM per year
investment) and has driven significant breakfast comps since introduction.
⋅ Analyzed and provided recommendations on launch of operational initiatives such as table delivery,
manager/shift supervisor mix, moving baking hours to daytime, making paninis to order.
New Product / Category Management Testing Strategy and Analytics
⋅ Utilized APT, test vs. control software, to analyze new product testing for sales, cannibalization, and profit
impact.
⋅ Conducted pricing analysis on Tuesday bulk bagel promotion to determine most profitable price point, which is
still in use (2015).
⋅ Conducted initial analysis on pasta testing that lead to introduction of pasta as a category, which has become a
successful, profitable category addition.

2. Strategy Consultant -- New York, NY 2009 - 2011
The French Culinary Institute
· Conducted strategic evaluation for the company, including competitive analysis, diversification strategy,
consumer segmentation, and operational assessment. Developed long term strategic plan to guide the
company’s operations over the next five years.
· Evaluated several major organic and inorganic growth opportunities, including cash flow analyses, competitive
evaluation, and operational and strategic assessments. Prioritized growth opportunities with suggested plan,
which is currently being implemented.
Aramark, Inaugural Season at Citi-Field
· Conducted service assessment and instituted operational changes to improve service quality and flow.
· Managed 60 employees, including training, service oversight, and inventory and sales management.
Johnson and Johnson -- Morris Plains, NJ 2007 - 2008
Assistant Product Director, Listerine Whitening (LWH)
· Led cross-functional team of 20 to create business plan and franchise strategy. Strategy implemented in 2009,
resulting in 10% increase to LWH Rinse gross national sales.
· Led new product launch to market, including management of product development, packaging design, supply
chain, public relations, promotional plan, etc. Secured incremental facing with three major customers.
· Managed market research initiatives, including focus groups, consumer use testing, and concept testing.
· Led in-depth analysis into LWH business risks to uncover a $12MM write-off risk due to short product life
cycle, and inaccuracies in sales forecasting methods. Worked with supply chain team to reduce risk by $4MM.
Del Monte Foods – Pittsburgh, PA
2006
Brand Management Intern, 9Lives
· Managed over 150 partnerships across the country to execute one year bus tour, including organizing over 75
promotional events.
· Created brand loyalty program to promote word-of-mouth marketing, including consumer, customer, and
shelter outreach.
BearingPoint, Inc. – McLean, VA 2003 - 2005
Senior Management Analyst: Financial support of the US Navy
· Conducted operational assessment of the Accounts Payable process. Instituted tracking methods and process
standards to improve visibility and accountability. Decreased AP timeline from 60 to 30 days, resulting in
significant reductions in fees.
Management Analyst: International Public Service, Trade and Investment Practice
· Managed client relations for a $13MM USAID project spanning 21 East African countries.
· Managed 10 consultants in US and Kenya, ensuring that all project timelines and milestones were met with
quality and accuracy.
· Led business development and strategic initiatives to increase company’s presence in Africa and the Middle
East. Proposals resulted in over $5MM in contracts.
· Led transition to new accounting system, delivering an on time and accurate transfer of department financials.
Audited $75MM of invoices. Received a “Compass Award” for exceptional project management.
EDUCATION
University of Virginia, Darden School of Business – Charlottesville, VA 2005 - 2007
Master of Business Administration
· Elected Outreach representative: Raised over $1,500 in Fall 2005 for local community.
· Active in Net Impact, Marketing Club, General Management Club, NAWMBA, and Second Year Mentor
Program.
Indian School of Business (ISB) – Hyderabad, India 2007

3. International Business School Exchange Program
Middlebury College, Undergraduate and French Language School – Middlebury, VT 1997 - 2001
Undergraduate Degree: Bachelor of Arts; Major: Sociology/Anthropology
· Graduated with Departmental Honors and Senior Honors Thesis.
French language intensive eight-week language immersion program, GPA = 4.0