CJ Crooks is a Brand Director and strategic consultant to Bill’s Restaurants, shaping transformational brand strategy across design, experience and growth. With a career spanning hospitality and premium consumer sectors, he takes a holistic view of brand, from physical environment to digital touchpoints to customer journey, building commercially robust, future-ready propositions. He has played a key role in evolving Bill’s for airport locations, adapting a well-loved brand for new, high-intensity settings.