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Matthias Maximilian (Max)

The ever curious ENTP-type brand masochist

Work experience

May 2015Present

Regional Franchise Performance Lead, Asia Pacific


Company Overview:

Subway® is an American fast food restaurant franchise that primarily sells submarine sandwiches, salads and beverages.  Currently having more than 37,000 location globally and over 3,400 locations in the Asia Pacific region, it is one of the largest Quick Service Restaurant chain in the world.


Franchisees and territory developers business performance review:

Led performance review process and execution through alignment of strategy with territory developers and local teams, restaurants mystery shopping and detailed post review action plan to ensure contractual KPIs are met. Partnered with functional heads to improve existing performance assessment tools through automation of evaluation system. Support functional heads in recruitment of territory developers.

Investors pitch, contracts conceptualization, master franchisee market transitions:

Worked with key country heads and functional leaders to create pitch decks for investors which includes (Restaurants insights data compilation/P&L analysis and calculations/Capex & ROI projection.) Support the conceptualization of business contracts for new and existing markets. Led administrative work of market transitions ensuring efficiency and accuracy of handovers.

Contracts deal negotiations:

Partnered with country heads and functional leaders to negotiate buyout fees and extension terms for existing contracts. Worked closely with legal team to ensure contractual terms are addressed accurately.

Restaurants site review/selection:

Supported company territories and new territories with site reviews and selection processes. Guide territory developers on the requirements and proper processes in submitting documentations for new restaurant sites. Reviewed and executed background checks for relocation and transfers of existing franchisees/restaurants.

Franchise sales/restaurants transfer process:

Led the sales administration team to streamline and localize sales and transfer processes. Implemented significant reduction of process workflow and paperwork. Improved overall achievement of development KPIs in the region as a result of efficient process flows.

Country specific mapping system implementation:

Led implementation of localized mapping system in Asia Pacific markets to better strategize restaurant development work. This includes budgeting, project planning, defining the mapping scope, onboarding stakeholders and post implementation support.

Restaurant design: 

Support localization of restaurant design concepts and initiatives for new and existing markets. This includes defining design scope in alignment with global direction (Freedom within the framework), ensuring capex reduction to allow better franchisees' profitability, improving brand relevance in market through familiarity of design elements.

Franchise Sales/B2B marketing:

Designed and conceptualized resulting in 700% increase in lead generation effort for franchise sales in the region. Re-designed B2B sales approach both online and offline to create stronger brand engagement and relatability. This includes defining B2B content strategy, budgeting and defining marketing KPIs, creative agency management, scoping and directing programmatic marketing effort, aligning brand effort with marketing team to strengthen campaign outreach, collaborate with legal/PR team in deploying press release and social media content and tightening end to end sales process to provide seamless journey to potential investors.

Event management:

Partnered local team to participate in tradeshows around the region. This includes project management, budgeting and defining tradeshows KPIs, stakeholders alignment, conceptualization of tradeshow booths, sales kits and merchandise and end to end sales process management.

Notable ad hoc projects:

Co-led office move in 2020-2021, managed location sourcing, oversaw office design and build, test kitchen installation and IT/security implementations. 

Subway Indonesia market launch. Project managed all functions execution for the market in laying the basic foundations for the business. Leveraged existing network in Indonesia to ensure smooth execution for the market's operations during the covid lockdown in Indonesia.

Led APAC Development & Operations summit project in 2022. From detailed project execution, collaboration with operations team, sourcing contents from different stakeholders, conceptualized event branding and award ceremony, collaborate with different teams to ideate teambuilding sessions and internal "competition" to innovate future actionable.

Jul 2013May 2015

Brand & Business Development Manager

Human Capital Singapore Pte Ltd

Company Overview:

Human Capital Singapore (HCS) is the SkillsFuture Singapore (SSG) Approved Training Organisation (ATO) for SFw for HR courses.



  • Led and managed events and seminars
  • Managed company website
  • Led in execution of digital marketing and communications campaigns
  • Led graphic design and video editing effort 
  • Built and managed sales pipeline 
  • Supported regional outreach initiatives
  • Supported company re-branding effort

Jul 2012Jul 2013

Marketing Manager

Century Evergreen Pte Ltd

Company Overview:

Century Evergreen Pte Ltd is the main casual labor and contract workers provider for Marina Bay Sands Hotel, Food & Beverage departments. 


  • Social Media platforms management
  • Job portals management
  • Managed partnership with local tertiary schools for internship opportunities at Marina Bay Sands hotel and restaurants
  • Designed and improvised company's CRM system
  • Implemented workflow systems to increase efficiency of workforce deployment



Jul 2011

Bachelor of Materials Science and Engineering

Nanyang Technological University

Awards and Certifications

Nov 2020

Asia Pacific Development Champion

Mar 2019

Subway® Business Developer Course


Achieved 98% score on restaurant development / real estate strategy / legal processes / country wide business planning tests

Nov 2018

Subway® Business Consultant Course


Achieved 95% score on franchisee management/ trade area marketing / restaurant P&L / profitability improvement tests

Mar 2021Sep 2021

Squared Online Digital Marketing Course by Google

Avado Learning