Sales Marketing

Ingrid Kromer

**** * ******* ****** - *******, IL 60618

************@*****.*** 312-***-****

Summary of Qualifications

Sales & marketing professional with leadership skills in collaborative, integrated sales pitches that create effective outreach resulting in sales, lead generation and ROI. Over 10 years of experience working with an iconic health & lifestyle brand that thrived on intense lead generation and sales. Major experience in working with top tier advertising agencies and internal corporate marketing and management leaders to create programming to execute at a local level. In-depth experience in high level strategic thinking; tactical action; local brand positioning; marketing plan development; lead generation; project management; partnership marketing; experiential marketing and management; field marketing; local PR all with an enthusiast outlook. Proven problem solver who can identify best practices to enhance efficiency and effectiveness of business sales generation.

Jan 2018 – Present Consumer Business Development for Power Plate

Manage store & employees for the only Power Plate consumer retail showroom in the US @ 900 N Michigan

Responsible for customer inquiry and closing sales nationally for the Company’s 800 & Web generated leads.

Generate local marketing, lead opportunities and consumer traffic for Chicago showroom.

Use extensive knowledge of all products & features, fitness solutions and scientific backing to sell product.

Certified as a Master Trainer to teach and provide demos of Power Plate virtually and in person at showroom.

Lead company sales as the top salesperson for 2020 & 2021 at 400% above revenue expectations.

Sold twice as many Power Plates as other representatives at retail store. Nov 2015 – Jan 2018 Regional Sales Director for Zoom Active Lifestyle Marketing

Instrumental in creating a new revenue stream for Zoom targeting regional companies that advertise & market goods or services for the Midwest and South territories.

Focus on creating and selling the ability to advertise via DOOH, sponsor and perform experiential programs to an active lifestyle and/or millennial consumer within a health club setting to agencies handling regional clients.

Consistently cultivating sales prospects via creative strategies using cold calling, email, LinkedIn Sales Navigator, and other sales resources such as Winmo to develop targets. Recognized by LinkedIn to have strongest network for company.

Independent and resourceful in designing and producing proposals with the help of corporate marketing team that piqued interest of prospect/agencies from a regional perspective that focus the need for results driven marketing campaigns.

Persistent in getting in front of client direct decision makers about their media and marketing plan by researching and identifying key initiatives and positioning Zoom as an asset to their media/outreach plan.

Leader among the 5 new hires with most sales, prospects, and best developed business plan for first 6 months.

Exceeded quota in 6 months after 6-month ramp up period ending 2016 at 158%. 105% budget for 2017. $400K Annual Quota.

Sold 19 contracts in 2016. 23 contracts for 2017. Largest contract sale $225K.

Biggest Client Sold in Category Focus:

o Food & Bev: 5 Hour Energy & Big Red

o Government: Army National Guard & Illinois Lottery o Healthcare: Equitas Health, Verity Health Systems, Northwestern Orthopedics o Sports: Ram Racing, BOA Shamrock Shuffle Tough Mudder Sep 2010 – Nov 2015 Business Owner of Fitness Network Resources, LLC Contracted to consult and manage opportunities in the health & fitness industry Flirty Girl Fitness – Contracted from August 2014 – November 2015

Collaborating with owner to develop updated sales processes and membership offerings. To date has increased membership sales 500%

Initiating and developing partnership opportunities for expanding the brand nationally.

Working with owner to create PR/marketing campaigns to increase sales and traffic.

Increase current location sales opportunities through outreach, corporate relationships and event space rental.

Developing best practices for facility management to be used for expansion with new locations

Creating additional revenue sources for the brand outside of the club location through offsite events. Sproing Sport – Contracted from November 2013 – July 2014

Contracted to launch first Sproing Sport studio in Chicago with newly invented Sproing Fitness equipment.

Collaborated with business owner to develop sales and marketing platform and identity of studio.

Sourced and quoted out most cost-effective vendors and products needed for execution to open facility.

Developed protocols for all facility management needs.

Programmed and implemented software.

Interviewed, hired and trained all instructors on HIIT workout format.

Created and implemented local sales, marketing and PR outreach plan to drive lead generation.

Collaborated with owner in website development and sales / marketing materials necessary for launch.

Launched opening of Sproing Sport and managed all operations for first 3 months to ensure success. Whole Body Fitness – Contracted from September 15, 2010 – November 2013

Contracted to develop facility identity based on owner’s vision of creating a private high-end cooperative for holistic fitness & sports.

Sourced all like-minded, owner approved fitness/sport professionals to lease space or time at the facility.

Developed sales, marketing materials and website for facility offering a uniformed look for independent fitness professionals leasing space.

Created free lead sources through local outreach & partnerships to generate business for independent fitness professionals.

Created and executed all marketing events and emails to drive interest and leads.

Facility reached space capacity and revenue goals within 1.5 years of development.

Interviewed all prospective clients and gave them valuable advice and direction on attaining their wellness goals by offering referrals/selling services at the facility. April 1999 – September 15, 2010 BALLY TOTAL FITNESS During this period that I was employed by Bally Total Fitness was the largest fitness chain in the world with over 400 clubs, $1 Billion in Sales, 4 Million customers, 25,000 employees and a publicly traded company on the NY Stock Exchange BFT June ‘09 – September 15, 2010 Senior Director of Marketing Position Overview:

One of four key leaders of the acquisition marketing team overseeing all brand strategy, creative development in house and with agencies

Focused on creation of programs using email, internet, direct mail, social media, and outreach print materials nationally to drive leads

Strategized to create national promotions and sales tools that created local lead generation packaged for execution by the operations team

Main Responsibilities:

Managed all aspects of partnership programs for Bally including development of strategy, prospecting for partners, negotiating asset exchange and leading cross-divisional marketing team to execute program nationally.

Implementation and ongoing development of products on a print platform available for operations to print products in market locally.

Oversaw all planning and marketing for corporate sales team including creating presentation materials, sales tools and executing sales generating programs such as direct mail, email campaigns and open enrollment programs.

Handled all event marketing and experiential marketing programs including Grand Openings and large area-wide or national community events such as the Fitness Magazine Half Marathon.

Leader in developing and executing all cause related marketing on a national level. The MDA was Bally Total Fitness’ charity of choice for 2009 & 2010 raising $1 Million for the cause and named one of the leading corporate contributors.

Developed and managed to $6M local marketing and corporate sales budget. Sep ’05 – June ‘09 Senior Director of Field Marketing Position Overview:

Responsible for driving Bally’s growth across all markets by planning and executing the national sales, marketing & promotions plan, sponsorship, and guerrilla marketing at the local level.

Worked to ensure that local and national efforts were cohesive to create integrated and highly effective programs to drive sales leads.

Managed a team of two corporate managers, five Regional Directors and a fourteen Field Marketing Managers. Main Responsibilities:

Developed Bally’s sales & marketing plan by designing and creating insightful, creative and effective strategies to ensure that marketing objectives were achieved on a national and local level.

Worked with Field Marketing and sales personnel, including the Regional Vice Presidents and the Area Vice Presidents, to identify needs and opportunities for increased marketing presence in the local areas above and beyond the national programs when lead deficiencies existed.

Kept a mindful eye on club-by-club lead reports in order to activate the field marketing team to implement quick tactics to elevate traffic

Developed best practices in lead generation for local marketing implementation with the FMMs and operationalize efforts

Developed and monitored effective tracking for national / local sales & marketing programs to ensure that ROI. Managed a $6M field marketing budget and maintained accurate and detailed budgetary records. Interacted with agency partners

(internally and externally) to ensure all national and field creative were on strategy. Identify and leverage major national and regional partners for cross-promotions such as Fitness Magazine and Discovery Channel.

Administered plans for successful grand openings of new clubs and re-grand openings of remodeled clubs. Lead the hiring and training of all field marketing personnel, working with the Area Vice President. Sep ‘00 – Sep ‘05 Field Marketing Director – Midwest Position Overview: Built and carried the largest direct report staff in the field as Midwest Director with 7 Field Marketing Managers - Responsible for local field marketing efforts for 133 clubs (1/3 of all BTF clubs- Chicagoland was key focus)

Top Accomplishments in Position:

Set the gold standard when executing national partnerships territory received highest ROI for company - YUM, Discover Channel, Apprentice, NBC Health & Fitness Expo

Excelled in developing deep relationships within communities where clubs are located by empowering club General Managers to network. Created numerous first time programs for the company that evolved into corporate initiatives - 30- Day Challenge, American Diabetes Association - Project Power Challenge

Worked on multicultural involvement in communities to help educate groups on health & fitness - Church Events, Extra Hispanic Newspaper partnership, Rainbow PUSH

Looked for creative avenues to promote Bally on a local level with minimal dollars - Bally Mountaineer Promotional Vehicle, WLIT Wellmobile sponsored by Bally Total Fitness, Lou Malnati’s Bally Total Pizza.

Worked closely with Area Vice Presidents and District Sales Managers to increase productivity of sales programs for their market – Mall Sales, Taste of Chicago (revenue increase from 2000 to 2005 by 300% due to support provided)

Leader in increasing Bally visibility with local media outlets by creating unique added value programs– WGCI & KISS FM DJ Shape Up, WGN Challenge

Initiated sponsorship and support for the City of Chicago as the main fitness partner for fitness related programs and events – Bike Chicago, Mayor’s Fitness Council Moves Day, Sportsfest

Integral member of Chicago Mayor Daley’s Fitness Council and nominated to serve as President from ’04-06.

Created new training programs for field marketing such as Community Outreach and the Local Club Marketing Handbook

Represented Bally on local network TV as a spokesperson Apr ‘99 – Sep ’00 Director of Group Fitness Specialty Programs

Reported directly to VP of Group Fitness and acted as program developer and liaison between VP and 16 Group Exercise Supervisors when implementing national group exercise programs/certifications with training manual and rollout.

Responsible for commercial Power Flex program and incremental sales for Bally. Refined process when appointed and increased sales 400%.

Developed new national process and creative for Group Exercise collateral. Helped develop and implement Internet class schedule process.

Responsible for meeting, development & planning for all national group exercise meetings.

Responsible for Bally presence at major fitness industry events including design, scheduling and set up.

Organized Group Exercise participation in national fundraising effort for the Guinness Book World’s Largest Group Exercise Class for Challenged Athletes Foundation.

Created and implemented national Group Exercise department events such as Millennium Workout, Mad Dog Spin-A Thons, and Grand Opening Fashion Shows.

Developed SOP for Bally Performance Teams nationally.

Editor of the Group Exercise National newsletter that was distributed to all 4000 group exercise instructors throughout the company.

Jan ’97 – Apr ’99 Business Owner of Fitness Network Resources, LLC

Created network of independent fitness talent specializing in group exercise and personal training to sell a portfolio of programming for corporate wellness, fitness events and seminars.

Developed & managed a referral program with a personal trainer network of over 30 trainers and matched clients based on specific fitness needs and personalities so they could achieve optimal results.

Housed business in Shaper Fitness, a 20K sq ft. personal training gym, and managed the membership sales for the facility.

Hired by the Chicago Half Marathon to develop, market and coach the first “Women’s Training Program” for race with 100 plus participants.

Contracted by CBS to manage the Fitness Activity Area for their 3 Day “Spring Shape Up” Event at Rosemont ’98.

Managed the Personal Training business at Lakefront Fitness in the summer ’97, ‘98.

Recognized as one of Chicago’s “50 Women in Sports You Should Know 1997”, Windy City Sports

Provided content for many major publications such as Today’s Chicago Women, Chicago Magazine, Redbook Magazine Reporter for Chicago on Fitness Trends in ACE Certified News EDUCATION

BA in Marketing Communications – Columbia College, Chicago Major course work in marketing, advertising with a heavy emphasis on special event management MBA – Lake Forest Graduate School of Management

Major course work on project management, strategic development, and management/leadership growth. VOLUNTEER EXTRACURRICULAR LEADERSHIP ROLES

Head Cycle Coach Leukemia & Lymphoma Society’s Team in Training 1999-2004. Running Coach 2011 - 2014 President of Mayor Daley’s Fitness Council 2004 – 2006 Chicago Public School’s Local School Council – Parent Nominated Representative 2007 – 2014 Boys Scouts of America Pack 3889 Event Director – 2016 - 1017

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