Manager Sales
Resume:
CATHERINE ANN McGRATH
Redondo Beach, Ca 90277
*********.*******@*****.***
EDUCATION
Master of Science in Sports Management
Graduation Date: May 1992 Old Dominion University, Norfolk, Virginia.
Bachelor of Arts Major in English. Minor in Marketing.
Graduation Date: May 1990 Old Dominion University, Norfolk, Virginia.
RELATED EXPERIENCE
Regional Business Development Director Lifestyle Lift, Troy, Mi.
February 2011 to present
• Manage and coach a team of sales consultants to achieve maximum lead conversion,
close rate and revenue targets.
• Analyze critical key metric data to provide support to team in form of coaching and
action plans.
• Increased net close rate and achieved company revenue targets while lowering cancel rate
through coaching and feedback sessions.
Independent Spa Consultant (Clients and references will be provided upon request)
February 2009 to present
• SWOT evaluation and recommendations to increase revenue, profitability, and service.
• Review P&L statements and provide suggestions and feedback to increase bottom line.
• Review and assist in creating marketing plan to reach desired demographics.
• Assist in creating guerilla marketing program and networking channels.
SW Regional Manager Calidora Skin Clinics, Seattle, Wa.
August 2008 to February 2009
• Recruiting, hiring and training for all operational, retail, sales and clinical positions in
Southwest region, which includes over 45 employees.
• Establishing revenue goals and strategies to achieve individual clinic and regional goal.
• Financial review of P&L’s and conversion statistics.
• Creating strategies to control fixed and variable costs and increase profit margin by 15%.
• Creating marketing plan, including direct mail, email, alliance program, guerilla tactics.
West Coast Regional Manager Solana Medspas, Irvine, Ca.
December 2006 to July 2008
• Manage 23 accounts with 8 accounts in pre-opening phase.
• Ensure Medspas are compliant with all legal and regulatory standards, (HIPPA/OSHA).
• Assist in creating 30/60/90/ quarterly marketing plan.
• Evaluate P&L and provide alternatives to reduce fixed costs and strategies to reduce
variable costs.
• Provide training to maximize lead conversion, client retention, service and retail sales.
• Evaluate guest service and ambiance to ensure that guests are receiving a memorable
“five sense, five star” experience.
General Manager Equinox Fitness Club + Spa, Century City, Ca.
August 2006 to December 2006
• Oversee opening new 36,000 sq foot fitness club and spa
• Select and purchase all furniture, fixtures and equipment, retail and operating supplies
• Responsible for revenue and operations of all departments, which includes: Membership
Sales, Front Desk, Retail, Personal Training, Spa, Group Fitness, and Maintenance
• Oversee hiring and training of all team members (over 100)
Catherine A. McGrath
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Spa Consultant RockResorts, The Lodge at Rancho Mirage, Rancho Mirage Ca.
December 2005 to August 2006
• Oversee fiscal management/ expense monitoring /monthly P&L
• Develop and execute local business and in-house marketing strategies
• Outline low cost/no cost detailing improvements for spa/ present ROI on projects
• Propose capital expenditure projects, including design review and FF&E’s.
General Manager Remede Spa, St. Regis Aspen Resort, Aspen, CO
August 2004 to February 2005
• Pre- opening responsibilities for the 15,000 sq. ft. -15 treatment room flagship Remede
Spa
• Responsible for sourcing and ordering all FF&E items as well as operating supplies and
retail products that identify and distinguish the brand.
• Maintained all preliminary expenditures within a $200,000 opening budget.
• Created standard operating procedures which will be standard in all future Remede Spas.
• Responsible for all budget and P&L items.
Spa Director Pacific Waters Spa, Hyatt Regency, Huntington Beach, CA
December 2002 to July 2004
• Pre- opening responsibilities for the 20,000 sq.ft spa - 20 treatment rooms and
fitness area.
• Hired opening team of over 45 team members.
• Created spa menu and protocol for all services
• Responsible for a 2.1 million annual forecast with a GOP of 24%. Met budget and
maintained a 30.1% GOP.
• Created an annual marketing plan to target local market including seasonal offerings and
monthly promotions.
• Took over operations of salon from an independent vendor. Increased leasing revenue
from $12,000 to top line revenue of $130,000 and bottom line of $60,000.
Spa Director Aquaterra Spa at Surf and Sand Resort, Laguna Beach, CA
August 2001 to November 2002
• Was responsible for the Grand Opening of Aquaterra Spa facility
• Recommended and purchased all opening equipment and retail/professional products
• Hired opening team of over 20 Therapists, Estheticians, Spa Coordinators and Spa Attendants
• Responsible for marketing plan and promotions
• Purchased equipment for new Fitness Center
• Introduced fitness programming, including Yoga, beach walks, stretch classes
Life Enhancement Manager/Fitness Director
March 1997 to July 2001 The Doral Golf Resort and Spa, Miami, FL
• Oversaw entire fitness department, which consisted of a staff of 20 exercise
physiologists, personal trainers, fitness instructors, and contract specialty instructors
• Designed fitness program (over 100 classes offered each week)
• Created and supervised wellness program which included nutritional programs, evening
wellness seminars, advanced physiological fitness testing, hypnosis, dream encounters
and astrology.
• Managed accounting responsibilities including payroll, commission and incentives for
entire staff
CERTIFICATIONS
Certified in Cardiopulmonary Resuscitation AFAA Certified Group Fitness Instructor
JGSI Certified Spinning Instructor AFAA Certified Personal Trainer
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