Cousins Subs has hired Jason Westhoff as its new chief financial officer, along with some additional executive changes.

Westhoff replaces Kendall Richmond as CFO. Previously, Westhoff was chief financial officer at Wisconsin Hospitality Group, a franchise operator of 40 Applebee’s locations and 80 Pizza Hut restaurants.

The hire is one of three executive changes the company has made, including the promotion of Justin McCoy from director of marketing to vice president of marketing, a new position for Cousins. He joined Cousins in 2006 from the Milwaukee Bucks pro-basketball franchise, where he held several public relations and media relations positions.

“Justin’s marketing talents have been an essential part of our success, and I am proud to recognize his ability with this promotion,” Christine Specht, president and chief operating officer of Cousins, said in a statement. “Jason’s skills and experience in finance and planning are vital to our vision of expansion. We are proud to have him join our team.”

Cousins execs

In addition, John “JJ” Palmert joins Cousins in the newly created position of franchise sales manager, reporting to vice president of development Joe Ferguson.

Previously, Palmert operated his own hunting guide service, JJ Palmert Outfitters. In his new role, Palmert will market Cousins franchises to potential single- and multiunit operators, as well as recruit new area developers.

“We are aggressively pursuing expansion,” Ferguson said in a statement. “We’re excited to have JJ help us pursue this objective.”

Founded in 1972 by cousins Bill Specht and Jim Sheppard, Menomonee Falls, Wis.-based Cousins Subs operates or franchises more than 140 restaurants in Wisconsin, Arizona, Illinois, Michigan, Minnesota and North Dakota.

This article has been updated to reflect the following correction

Correction: May 29, 2013 This article has been updated with the correct spelling of Joe Ferguson’s name.

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