San Churro Executive and Leadership Team

Jarrod Appleby, the Chief Executive Officer at San Churro, directs the overarching strategic vision for the national dessert chain. Overseeing the expansion of the brand across Australia, the Chief Executive Officer ensures that every location maintains the high standards associated with homemade churros and premium chocolate products. This leadership role involves constant collaboration with the board to refine the business model and improve operational efficiency. By focusing on market penetration and brand consistency, Jarrod Appleby drives the long-term growth of the company. The Chief Executive Officer monitors competitive trends within the hospitality sector to keep the menu offerings relevant and appealing to a diverse customer base. Through rigorous management of corporate resources, the Chief Executive Officer secures the financial health of the organization while fostering a culture of excellence across all franchise operations.

Roger Waters, the Chief Financial Officer at San Churro, manages the fiscal health and capital allocation for the organization. Overseeing the financial reporting and budgeting processes, the Chief Financial Officer ensures that the company maintains profitability while investing in new product development and store infrastructure. This leadership position involves monitoring cash flow and optimizing supply chain costs to support the production of high-quality desserts. Roger Waters works alongside the executive team to evaluate the financial viability of new market entries and operational improvements. By implementing robust financial controls, the Chief Financial Officer mitigates risk and supports sustainable growth. The Chief Financial Officer provides the data-driven insights necessary for informed decision-making at the board level. Waters ensures that the company remains well-positioned to navigate the complexities of the hospitality industry while delivering consistent value to stakeholders.

Ingrid Kelly, the Chief Marketing Officer at San Churro, architects the brand identity and consumer engagement strategies for the entire network. Managing the promotion of ice cream, cakes, and signature churros, the Chief Marketing Officer develops campaigns that resonate with dessert enthusiasts throughout the Australian market. This role requires close coordination with regional managers to ensure that marketing initiatives align with local consumer preferences. By leveraging digital platforms and in-store experiences, Ingrid Kelly increases brand visibility and customer loyalty. The Chief Marketing Officer analyzes market data to identify new opportunities for growth and product positioning. Through creative storytelling and strategic partnerships, the Chief Marketing Officer elevates the market presence of the company. Kelly maintains a focus on driving foot traffic and increasing average transaction values across all retail locations.

Trent Anderson, the Chief Technology Officer at San Churro, directs the digital transformation and technical infrastructure supporting the company operations. Overseeing the implementation of point-of-sale systems and customer loyalty platforms, the Chief Technology Officer ensures seamless service delivery across all locations. This role involves integrating modern software solutions to streamline inventory management and enhance the overall guest experience. By architecting scalable digital systems, Trent Anderson supports the rapid growth of the brand. The Chief Technology Officer collaborates with marketing and operations teams to leverage data analytics for improved decision-making. Through the deployment of secure and efficient technology, the Chief Technology Officer maintains the operational integrity of the business. Anderson focuses on future-proofing the company by adopting innovative tools that simplify complex processes and improve the speed of service for every customer.