Jacob Munson

Multi-Market Operations Leader | Florida Gulf Coast

Current Portfolio

12

Sites

$65M+

Annual Revenue

$22M+

Adjusted EBITDA

300+

Team Members

Hospitality executive with 10+ years of experience as the P&L owner for a geographically dispersed, multi-unit market. Currently leading a portfolio across the Gulf Coast of FL (Pensacola – Panama City Beach). My playbook is people-first and data-driven; I develop leaders to analyze performance, identify where results are being won or lost, allocate resources effectively and align teams around execution. I thrive in fast-paced environments where there is an opportunity to build and create something grea

The Operator Behind the Numbers

Professional Experience

My background sits at the intersection of multi-market operations, P&L ownership, commercial strategy, and people leadership. How I operate is built around practical systems and data analysis, with a focus on consistent execution across locations.

Area Manager — Trulieve

Led 12-location Gulf Coast portfolio from $39M → $65M+ top-line revenue across the last 3 years. Responsible for allocating people, inventory, and capital to maximize revenue, profitability, and customer retention.

Regional Director — Local Bar & Restaurant Group

Multi-unit hospitality leadership with $30M+ P&L responsibility. Built operating standards, drove customer experience and directed performance across a regional portfolio.

Owner / Operator — JM Logistics

Entrepreneurial operating experience. First-hand exposure to ownership economics, customer relationships, hiring, and the full weight of execution without a safety net.

Personal

Who I Am When I'm Not Working

Husband and father who calls the Gulf Coast home. Golfer, builder, and general outdoorsman — I genuinely enjoys being outside and getting my hands dirty.

My business roots run deep in the Southeast, and I've spent my recent career operating in the markets and communities that make up the Gulf Coast. I'm competitive to a fault, but equally motivated by building something people are proud to be part of.

I like difficult problems, high standards and environments where everyone knows we're trying to build something better.

How I Enter a New Market

Six question framework I use when approaching a new operating environment

01 — FOCUS

Where's the biggest growth opportunity, and how do we prioritize against it?

Identify the biggest opportunity or constraint and concentrate resources against what can materially move the business.

02 — FIELD

Do we have the right people, coverage, resources and structure to capture it?

Strategy is only useful if the field is equipped to execute it.

03 — FUNDAMENTALS

Are we consistently executing the things that cause us to win?

Before adding complexity, make sure the fundamentals are happening consistently.

04 — FORECAST

Do we understand what's actually happening in the business?

Create enough honesty and safety that bad news travels fast. A problem discovered early is an opportunity to act. A problem hidden until a monthly review is already expensive.

05 — CUSTOMER

Do we understand what drives consumer decision? How they judge value?

Understand the guest experience end-to-end from search to checkout. Stronger guest economics create stronger portfolio performance.

06 — CULTURE

Are we building a team people want to contribute to?

Create an environment where strong performance is expected, people know what winning looks like, and winning together becomes the norm.

I don't believe every market should operate identically. I believe every market should operate from a clear, consistent system that allows local leaders to win.

Applying the Framework to Avari

90 days. 12 markets. One operating picture.

1

01–30 / UNDERSTAND

Framework: FIELD + FUNDAMENTALS + FORECAST

Get close to the operation. Meet the people doing the work. Understand what the data says — and where it disagrees with what the field is experiencing. Boots on the ground in all 12 markets.

Output: A market-by-market read of people, operations, performance, risks and opportunities.

2

31–60 / DIAGNOSE

Framework: FOCUS + FORECAST + CUSTOMER

Establish the baseline, identify the biggest opportunities and understand what is driving the economics behind the numbers.

Output: A common scorecard and clear priorities for every market.

3

61–90 / EXECUTE

Framework: FOCUS + FIELD + FUNDAMENTALS + CULTURE

Turn insight into action. Partner with market leaders to define strategy, assign clear ownership and implement the support required to execute.

Output: Every market knows where it stands, where it needs to go, who owns it and how we're going to get there.

What the Results Say

$65M+

Portfolio Revenue

3 year growth from $39M

$22M+

Adjusted EBITDA

38%

Engagement Lift

Gallup employee engagement

80+

Customer NPS

Improved from 61.7

50%+

Reduction in Wait Times

75%

Faster Order Processing

53%

Turnover Reduction

BUILD

Founded and operated JM Logistics — first-hand experience with ownership, customers, economics and execution from day one.

GROW

Helped grow a Gulf Coast portfolio from $39M to $65M+ while managing multi-market operations and financial performance across 12 locations.

TRANSFORM

Improved customer, employee and operational outcomes by building clearer standards, accountability, leadership development and operating systems.

Different businesses. Different challenges.
The operating principle stays the same:
Understand the business. Find the opportunity. Align the people. Execute.

Why Avari

What excites me about Avari is the opportunity to build, not just maintain. You're standing up an operating model at a point where consistency, visibility and field execution can meaningfully shape what the company becomes.

That's the kind of thing I enjoy. I like being close to the field. I like complicated operating environments. I like building systems that make performance visible. And I like developing people who can eventually run those systems without me.

The opportunity to help build success across a market I already know and care about is an added bonus.

Let's Talk.

Jacob Munson
Santa Rosa Beach, Florida

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