Sales Manager

Victor R. DeSio, CFE

***** ****** ****** **. *****, California 92064

C: 858-***-**** ********@***.***

Professional Profile

Certified Franchise Executive “CFE” with MBA, proven track record and over 20 years experience

in all aspects of franchise development including, sales, operations and support. Direct sales

responsibilities have included development and execution of strategies to identify, solicit, recruit

and negotiate contracts with quality franchise candidates. Also responsible for sales process

design, sales team and process management, budget planning, FDD/franchise agreement

development, FTC/state registrations and for making public presentations. Strengths include the

creative ability to identify new strategic opportunities and for executing plans that maximize

growth, increase market share and ensure profitability. I’m a team player with the ability to lead

people, make quality decisions, close deals and manage the cross-functional activities required

f or successful implementation of initiatives. Entrepreneurial background includes direct

involvement in the start up of Mail Boxes Etc. “MBE”, at the time, the #1 Non-Food franchise in

the world and fastest growing franchise in history.

Key Skills

Leadership & Team Building Strategic Planning Growth Management

Communication Contract Negotiations Relationship Development

Market Analysis Sales Process Design Budget & Financial

and Management Planning

Significant Achievements

Successfully implemented reorganization of dormant franchise program for well known retail

service brand operating both company owned and franchise locations. Rewrote franchise and

area development agreements including new economic model improving franchisee profitability

and validation. Result: Grew North American franchise base by over 135% in less than five

years. Grew total domestic and international franchise base from 14% to 42% of network

including sale/transfer of select domestic corporate centers to franchise operations and

conversion of overseas corporate operations to new Master Licensee.

Designed sales and operations infrastructures for emerging digital imaging franchise concept.

Introduced consistent policies, programs and procedures to previously unfocused organization.

Directly interfaced with CEO on sales strategies and processes. Result: Increased sales to lead

ratios, improved candidate evaluation criteria and process, reduced cycle times and raised

candidate/franchisee satisfaction. Improved corporate performance led to more positive validation

of system by new and existing franchisees and subsequent acceleration of sales.

Led organizational evolution from regionalized chain of company owned auto service centers to a

growing franchise system. Implemented new franchise sales and operating infrastructures.

Result: Succeeded in priority initiative for div esting all company owned stores prior to regulatory

action by the California Bureau of Automotive Repair.

Managed efficient operations during period of network growth from approximately 1000 to over

2800 domestic and international locations. Directed team responsible for all aspects of operations

and profitability. Result: Achieved annual same store sales growth continuously exceeding retail

industry averages. Improved franchisee profit margins, satisfaction and retention. Increased

multiple center ownership to almost 50% of network.

Created department of product managers responsible for evolution and growth of retail product

and service programs. Negotiated strategic alliance and vendor programs partners such as UPS,

FedEx and Western Union. Result: Grew network sales to over $1 billion dollars with gross

corporate revenues exceeding $60 million.

Career History with Achievements

Jenny Craig, International, Carlsbad, California

2003 to 2009

Director, Franchise Development

Implemented reorganization of dormant franchise program. Rewrote UFOC disclosures as

well as new f ranchise and area development agreements including new economic model

resulting in improved franchisee profitability and validation.

Grew North American franchise base by over 135% in less than five years.

Increased total domestic and international franchise base from 14% to 42% of network.

Successfully effectuated sale of company owned operations in select target markets and

conversion of overseas corporate operations to new Master Licensee.

Implemented comprehensive sales process and infrastructure from lead generation to close.

Introduced UFOC Item 19 Earnings Claim, web based lead management software, in-center

referral/incentive program and Broker relationships to sales process.

Personally responsible for sales and developing candidate relationships.

Managed FTC and state registration processes.

Led conversion from Uniform Franchise Offering Circular “UFOC” to current Franchise

Disclosure Document “FDD” format.

Oversaw all aspects of center opening process including site selection, lease negotiation,

design and purchasing.

Mentored and coached entire franchise department team (coming primarily from corporate

operations backgrounds) on implementation and utilization of effective franchise policies,

programs and strategies.

Image Arts Etc., Inc., San Diego, California

2001 – 2003

Vice President, Franchise Support

Led implementation of franchise support and development infrastructures to emerging

concept resulting in improved franchisee satisfaction, more positive validation and

acceleration of sales.

Directed all departments including Sales, Marketing, Training, Operations, Information

Systems and Accounting to ensure proper network infrastructure and support.

Directly interfaced with sales team on and made presentations to candidates. Led candidate

evaluation process.

Coordinated and managed all aspects of store opening process including loan assistance,

area build out schedules, site selection, territory definitions, lease negotiations, design and

construction.

Consulted with franchisees on forecasting, budgeting and operational analysis of business.

Provided recommendations for improving unit sales and bottom line profitability.

Planned and coordinated annual convention program and activities.

Corporate Chairman of franchisee advisory committee and area developer advisory

committee.

Brake Depot Systems, Inc, San Diego, California

1999 – 2001

Director, Franchise Operations and Development

Led evolution from regionalized chain of company owned centers to a national franchise

system.

Designed and implemented complete infrastructure for entire new franchising program.

Succeeded in priority initiative for divesting all company owned stores to satisfy potential

actions by the Bureau of Automotive Repair “BAR”, a state administrative agency.

Negotiated and implemented several new strategic vendor relationships securing significant

cost savings to franchisees and new revenue streams to headquarters.

Mail Boxes Etc., Inc. (now a U.P.S. company), San Diego, California

1990 – 1999

Positions held:

Director, Business Development

Manager, Operations and Profit Center Development

Center Operations, Regional Manager

National Account Manager

Highlights include:

Directed internal operations team responsible for supporting both Area Franchisees and

Franchisees operating more than 2800 locations in field.

Redesigned corporate operations and support organizational infrastructure resulting in

improved productivity and profitability at both corporate and store levels.

Successfully negotiated strategic alliance and vendor programs with Fortune 500 partners

such as United Parcel Service, Konica, Federal Express and Western Union.

Managed department responsible for growth and development of retail product and service

programs which grew gross network sales to over $1 billion dollars and improved both

corporate revenues and EBIT.

Coordinated activities of various internal departments and external agencies in support of

initiatives.

Corporate Chair for franchisee advisory committee charged with improving relations,

operations and bottom line profitability. Served on automation committee and established

multiple franchise owner committee.

Oversaw publication of highly regarded Business Management Handbook and Multiple

Franchise Ownership Guidebook providing valuable operational instructions, financial

benchmarks and monitoring processes to franchisees. Initiated publication of periodical,

Bottom Line, a best practices newsletter.

Played critical role in establishing National Accounts division quickly accounting for over

$2.75 million in sales and over $500,000 in revenues. Worked with several other major clients

such as Xerox and Canon.

From 1980 to 1988 operated two family owned franchises and managed all aspects of daily

operations.

Bigger Than Life, Inc., El Cajon, California

1988 – 1990

Account Executive

Sold giant inflatable replicas to a variety of clients from small radio stations to large corporate

accounts such as the Campbell Soup Company.

Consulted with clients on incorporation of inflatable replicas into marketing strategies,

specifically in the areas of sales promotion and public relations.

Received “Outstanding Sales Performance” award two consecutive years for securing most

new clients.

Education and Certification

Certified Franchise Executive “CFE”, International Franchise Association

Master of Business Administration, Marketing Management,

San Diego State University

Bachelor of Science, Marketing, San Diego State University

Associations

International Franchise Association

American Marketing Association

San Diego State Alumni

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