Penny L Fraley

INNOVATIVE & PROVEN LEADER

adillj@r.postjobfree.com 928-***-**** h;ps://www.linkedin.com/in/pennyfraley Peoria AZ District Manager

Respected, driven, ethical, and high energy sales leader with strong focus on driving top line results while protecMng the bo;om line, developing a cohesive and successful team of professional sales managers, developing B2B and strong working relaMonships, excellent and professional communicaMon skills.

Strategic direcMon, lead sales processes, and business planning- passion for relaMonship management – excellent analyMcal and problem solving skills - team building - strong experience with sales pipeline theory, - excellent verbal communicaMon skills, a;enMon to detail, coaching, and leadership – exceeding gross margin targets – contract negoMaMon, proposals, and markeMng campaigns – consultaMve sales – customer engagement – track record of due diligence and success – strong negoMaMng and interpersonal skills- big box and small box retail experience- highly compeMMve-excellent Mme management skills. SELECTED ACHIEVEMENTS

• Successful mulM-unit and mulM-state Manager with dedicaMon and care to customer service management.

• Helped develop, write and edit over 17 company policy and procedures in 2020.

• Field project representaMve for the development and roll-out of the UlMmate Fit Experience partnering with Human Resources, MarkeMng and IT.

• Experienced facilitator for both large and small groups for training and developing in both professional and volunteer endeavors.

• Consistently rated “exceeds expectaMons” on annual reviews and recognized as a top performer for the last 3 years running.

• Consistently exceeded sales and profitability targets by hiring, training, coaching and developing and effecMve sales team in mulMple locaMons by execuMng to budget and expense plans based on customer forecasts, strong business acumen, and maintaining service quality.

• Excellent communicaMon skills: published arMcles in newspapers and magazines (Almaden Times, San Jose Mercury News, 95120 Magazine)

PROFESSIONAL EXPERIENCE RED WING SHOES Mar 2015 - Sept 2020

Regional OperaMons Manager

Territory encompassed Arizona, Utah, New Mexico and Nevada

• Premium product sold in high-service environments by well-trained team members focussed on exceeding customer expectaMons..

• Responsible for strategic direcMon, sales, operaMonal execuMon and compliance for both company- owned locaMons and dealerships (franchises).

• Built posiMve, professional and producMve relaMonships with both internal and external customers.

• Conducted weekly, monthly and yearly sales meeMngs.

• Created a seamless working relaMonship between company owned and dealer owned stores through consistency of leadership and senng expectaMons while forwarding the copy values and beliefs.

• Converted three under-performing dealer stores to company owned stores and increased top line sales by 42% in the first year generaMng more than $280,000 in EBIT.

• Mentored new ROMs as they were promoted or hired.

• Liaison between Dealers and corporate.

• Sole ROM to serve on the “Garage InnovaMon Team” to brain storm new ideas for the company.

• Managed leading analyMc plaqorms related to sales and service (Power BI, Salesforce, RIMS, P&L)

• Delivered top results in KPIs including accessories sales, email capture, payroll management, operaMng expenses and customer service scores.

• Balanced and managed inventory, allocaMon and assortment.

• Lead the B2B efforts for 4 mobile sales units via the Red Wing for Business plaqorm.

• Facilitated at corporate training for peers and subordinates.

• Served on several special projects: UlMmate Fit Experience(Customer Service Model), POS update

(X-Store plaqorm), Area Retail Managers development project.

• Change Management Leader

• Maximizing profit and managing P&L.

• Personnel management: recruitment, hiring, coaching, training, developing, mentoring an effecMve team.

• Trained and developed 6 direct reports for promoMon and built a strong bench through effecMve career-pathing.

Savers, San Jose, CA Feb 2013 – Mar 2015

Store Director/Community Liaison

Responsible for producMon, sales, donaMon accrual, profitability and all staffing.

• Increased donaMons by 247% (Top in the company)the first year by building community relaMonships and creaMng donaMon/fundraising events with local organizaMons and schools.

• Raised the average Mcket price by 18% by improving training of producMon associates on idenMfying high-Mcket items.

• Partnered with the local Lions Club to become the top eye-glass recycling donaMon staMon in Northern California. (Program rolled out to other stores in the region. Payless Shoe Source, Bay Area CA Feb 2007– Dec 2012 District Manager

Lead 27 stores in the South/East San FranciscoBay Area.

• Consistently the highest customer service scores in the region.

• Ran increases in conversion, UPT and DPT YOY.

• Was part of the Project Team that created the Fashion Lab concept stores. DSW, San Francisco, CA Feb 2000 - Feb 2007

Senior Store Manager/AcJng District Manager

Managed the San Francisco Flagship store and the Bay Area District.

• Turned the San Francisco store into a profitable enterprise.

• Drove top line sales to $17 Million a year.

• Controlled shrink to below 2% (from a high of 8%)

• Trained and developed 14 Store Managers

Strong Working Knowledge of:

Microsov Office including Powerpoint, Outlook, Excel & Word AnalyMcs B2B and B2C sales Public Speaking P&L UlMpro Kronos HR, Payroll, Benefits Consumer Products Sales, CRM Apple Plaqorms Retail and operaMons ROI, BudgeMng, ForecasMng MarkeMng & Change Management CerJficaJons:

Microsov Excel & Outlook, Change Management, Six Sigma VOLUNTEER EXPERIENCE American Cancer Society, Phoenix, AZ May 2015 - current Volunteer Leadership Team

Served on local, state-wide and naMonal volunteer teams.

• Fundraising, sponsorships and grant wriMng.

• Mentoring other volunteers to be successful and true to the mission and donor dollar.

• Fostering support from the community and local businesses.

• FacilitaMon and creaMon of training materials.

• Recognized in 2020 with the “Spirit of Relay” award for creaMng and driving a new event (Relay for Life at OdySea in the Desert).

• Served on the NaMonal Training Team to create new training content and lead train-the trainer events.

• Trained speaker as a Voice of Hope.

• Recruitment of event and team leadership

• Event coordinaMon.

EDUCATION San Jose State University, English Literature, Deaf EducaJon

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