Michael Sherlock

CXO (Chief Experience Officer)

Michael Sherlock has over 40 years of experience in commercial Real Estate and is a high-profile businessman known for transforming an ailing Bakery chain, Brumby’s (BBL), to position it as the second largest bakery franchise chain in Australasia, with over 320 stores.

In 2007, the publicly listed BBL was subject to a hostile takeover by RFG, who purchased Brumby’s for $47M – 17 times EBITDA. Michael wrote about this in the best-selling book Jumpsuit!

Since then, he has spent his time consulting – writing for newspapers etc. and being a keynote speaker at conferences around the world. Michael has been a board member of companies such as Krispy Kreme, Cold Rock, APCFE etc. in recognition of his services to franchising Griffith University made Michael an Adjunct Professor in 2013.

Michael’s family has been an investor in Sentinel since 2010 and has invested 100% of the family SMSF. He has been active on the Sentinels Advisory Board and has consulted with them since 2012. He is responsible for Branding / Marketing / Company Culture and focused on Investor relations.

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