Account Management Strategic Planning
Resume:
SHERRI EDWARDS
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INTRODUCTION
Results-focused strategic Manager/Contributor/thinker, with well-developed business
management skills in applied areas such as; project and account management, product and
services marketing, sales and financial forecasting including the execution of plans against results
achievement.
A successful track record of leveraging insightful research and analysis, resulting in the application
of innovative and collaborative thought processes, provoking strategic planning dialogue and
organizational commitment. Possesses well developed negotiation skills, leveraging wealth,
creating business initiatives that remain consistent with favorable outcome expectations.
Evidentiary record of maximizing profit, minimizing cost and driving continuous change, while being
referenced as an inspirational mentor, coach, motivator and strategic leader.
As a success driven individual, my personal commitment to continue to raise the commercial
performance benchmarks of business is a given, based upon exemplary performance.
achievements.
Career OBJECTIVE:
Desiring a challenging and rewarding career opportunity in a highly competitive environment where
I may lead through my personal example and to collaboratively shape favorable behavioral
outcomes through the resultant teamwork efforts of others. I am in pursuit of a business enterprise
that recognizes, and rewards key individual, team and management contributions based upon
profitable and secure business growth. A company culture where employees at all levels are
valued and where a humanistic approach is taken first and foremost.
QUALIFIED BY:
● Sales & Marketing management successes at Global, National and Regional levels, across
several market sectors.
● Exceptional relationship architect in forming lasting and lucrative customer partnerships
● Methodical strategist: talented and focused abilities to tap into both market needs and company
requirements for growth through effective sales focus on entire portfolio
● Adept at adherence to budget requirements and mindful operational cost controls.
● Outstanding project/program management skills.
● Extensive knowledge of both B2B & B2C Sales cycle.
● Adaptive media and public relations, copy writing, print advertising, event organization and brand
management.
● Inspirational and engaging interpersonal skills, while securing successful outcomes for and from
others.
● Masterful in both verbal and written communication skills combined with a creative mind for
Marketing.
● Thorough understanding and commitment to CRM initiatives and Customer Loyalty solutions.
Champion of VoC initiatives
● Committed to quality Customer Service, through client centric commercial circle meetings.
● Excellent strategic planner through all phases from; anticipation, implementation, and
achievement of objectives.
● Computer competency across all Microsoft programs.
PROFESSIONAL EXPERIENCE:
COLOURIFIC CUSTOM COATERS LTD., Mississauga, ON
Director of Sales (Oct 2023 to Present) Powder Coating
Built out Commercial Sales Department from 1 salesperson to 3 and added 3 project managers
and an additional estimator to facilitate the desired growth objectives. All roles and responsibilities
were redefined to maximize efficiencies.
Effective implementation of a CRM program where all activities, quotes and correspondence with
customers and prospects were logged.
Created and refined SOPS for each position within the department. All staff were provided with
clearly defined job descriptions clarifying their respective responsibilities and the interaction
between group members.
Implemented tailored on-boarding for each role and was an integral participant in their training
processes.
Assigned outside sales team to complete a monthly SWAT analysis including Action Plan that was
reviewed in scheduled ‘one on one’ meetings.
Implementation of weekly sales meetings with all members of the team in attendance. Topics for
discussion were clearly itemized in a weekly agenda. This open forum format highlighted the
week’s successes, challenges (NCR’s), areas of concerns, KPI measurements and specific sales
exercises relevant for the respective week.
A minimum of 3 days a week were spent on the road with the sales team in support of both new
business meetings with prospective clients and touchpoints with existing clients. Currently
working on building a QMS in support of ISO certification requirements.
CSL SILICONES INC., Guelph, ON
Global Sales Manager (April 2018 to Sept 2023) Manufacturer of Protective RTV 1 Silicone Coatings &
Sealants
Expanded (from 6 to 12) and led Global Commercial Sales Group into a highly functional sales
team by redefining roles and responsibilities.
Effective implementation of a CRM program where all activities, quotes and correspondence with
customers and prospects were logged.
Led team to successive record of revenue growth performance achievement during fiscal years;
2018 @ 23.4% V growth, 2019 @ 24.2% and more recently in 2020 @ 18.6% V, sales
revenue/volume growth. These YoY increases in sales represented unprecedented growth for the
company. After a recovery year post COVID in 2021, on track to double sales in 2022 through
effective and innovative strategies formed and executed.
Through educational training initiatives, supported by staff informational meetings conducted
weekly and collaborative monthly reviews of outcomes against targets. (Of note: Monthly
Performance Review meetings produced most favorable and focused commercial outcomes,
included with the resource participation of Laboratory &\ Scientific Research Management, Plant
and Operations Management).
Redefined Project Management client support roles and Regional/Country Management
responsibilities
Aligned with country specific client challenges, balanced against their respective accountabilities
and responsibilities.
Assigned District and Country Managers (both agents and FTE’s) to fulfill a monthly ‘SWAT’ report
on their territories/regions, including personal actionable plans in review of their monthly
performances in a ‘one on one’ setting.
Reshaped and cleansed for commercial effect, all marketing collateral that could touch Clients
hands.
Initiator, Manager and Overseer of Client Management Contract Agreements of a global
transaction nature. (Including, but are not limited to: List Pricing, Client Contract Pricing, Client
Non-Disclosure Agreements Agreements) all of which remain aligned with legal and country
specific standards.
Lead ISO 9001-2008 conversion processes of Sales organization, balanced with organization
engagement towards the successful completion of certification to ISO 9001-2015, included with
increased leadership contribution requirements towards meeting and exceeding ongoing Quality
Management Systems.
‘Point of Commercial Contact’, when business sold in 2018 to BRB BV based in the Netherlands,
and in turn subsequently sold to Petronas in Kuala Lumpur, Malaysia in 2019. Piloted the PMI
process for sales.
SUNSET NEON LTD, Stoney Creek, ON
Sales & Marketing Manager (June 2015 to March 2018) Custom Sign/Print Fabricating Co
Grew sales team from 5 to 8 employees, securing specific industry leading application employee
talent.
Successfully presented and was subsequently awarded the tender for a $5M
rehabilitation/recreation of a former Toronto Landmark. Key lead in specifying, sourcing all
products to be used and creating a work-back schedule for this high profile 12-month project.
Created and installed weekly pipeline reports, documented management scorecard results and
KPI’s culminating in monthly actionable results focusing sales and support staff’s productivity.
Created comprehensive marketing materials, including in-depth client case studies, deliverables
and brochures.
Identified, negotiated and secured best in class outsourced contractor network for both
installation and overflow supply.
Led team to successive record of revenue growth performance achievement during fiscal years;
2015 @ 48.8%V growth, 2016 @ 22%, and more recently in 2017 @ 45% V, sales revenue/volume
growth.
Lead advisor, counselor for all client editing, copywriting, print and project work.
MEDIA RESOURCES INTERNATIONAL (FORMERLY GRANT SIGN GROUP), Oakville, ON
Senior Media Specialist (2013 to 2015) National LED & Print Co
Provide specialty application and print media expertise to the Sign Group, while leveraging a vast
North American network of historic associates.
Creating strategic alliances within a select group of Provincial & National electrical sign
companies & cultivating national rebranding programs.
Specified all products to be used, created a work-back schedule for implementation that
ultimately led to securing a $2.5M+ National rebrand.
ND GRAPHICS INC., Concord, ON
Key Account Manager (2012 to 2013) Distribution Company for Sign & Print Companies
Managed and expanded business portfolio within territory consisting of 177 Sign/Print
Companies.
Increased overall sales and account penetration by 28%, with a significant 12% margin
improvement based upon product and sales mix of client’s purchase wallet.
Awarded Top Salesperson by 3M Canada, highest volume sold in print media over the span of a 3-
month campaign
Successfully renewed relations and won-back business from 13 companies that had migrated
from ND.
SIGN ASSOCIATION OF CANADA, Woodbridge, ON
Director of Sales & Marketing/Co-Executive Director (2009 to 2012) National Trade Assoc.
Responsible for total revenue generation both at the national and provincial/chapter level.
Produced, marketed and sold the National & Regional Tradeshows representing a 31% increase in
net profits on a year over year basis.
Managed regional and national membership initiatives including chairing the National Education
Committee. Results included; the organization of workshops and trade-show seminars resulting in
a most significant increase in active membership by 52%, while in a market where other Canadian
National Industry Associations were in dramatic economic decline.
Identified, negotiated and executed ‘Affinity Value Programs’ for members resulting in a 92%
improved member retention, up from 59%, while providing additional income revenue streams for
the Association.
Actively participated in all Board Member meetings, while preparing Association marketing
programmed plans, budgets, progress development activities and annual sales reports.
GRANT SIGN GROUP (now Media Resources International), Toronto, ON
Sales Manager/Business Development (2006 to 2009) Print & LED Manufacturer
Managed a team of 4 sales staff, while coordinating monthly and quarterly result assessment of
sales staff’s productivity, while preemptively addressing personnel issues and actionable plans.
Set up trade pricing for B2B for transparency, ease of quoting and respecting volume sensitivity.
Accurately forecasted annual, quarterly and monthly revenue streams.
Developed specific plans to assure weighted revenue growth remains balanced across all
company’s products and service support.
Provided quarterly results assessments of sales staff’s productivity, while preemptively
addressing personnel issues and actionable plans to remedy shortcomings and /or, recognize
superior performance.
Created and executed all sales policies, practices and procedures, focused on ‘Client Value’
having ‘Service Quality’ propositions, while exiting redundant business practices and paperwork
that afforded no inherent value to the client.
In addition to the above accountabilities, took responsibility to cultivate a personal Sales Territory
resulting in $1M in sales revenue.
THE CANADIAN RESTAURANT & FOOD SERVICES ASSOCIATION (CRFA), Toronto, ON
National Sales Manager (2003 to 2006) National Trade Assoc.
In spring of 2003, recruited to manage CRFA’s national sales team consisting of 13
commissioned membership consultants covering the national Canadian marketplace.
Upon learning of the commercial organizations immense discontent and historic turnover, I was
able to gain the respect and trust of subordinates and colleagues alike by demonstrating an
openness and fairness, personal leadership and an evidenced sales ability, balanced with a
thorough knowledge of the association’s initiatives and activities.
The actionable items that received my principal focus were effective recruitment, ongoing hands-
on training including the creation of a comprehensive sales manual, time spent across the country
in each rep’s market and through consistent motivation and support resulting in my personal
success in developing and growing one of the association’s strongest sales team in its history.
Record growth in membership and reduction in member attrition was realized. 2003 up 19.7%;
2004 up 24.3%; 2005 up 26.9% and 2006 up 31.1%
ADESA Canada, Mississauga, Ontario Head Office (2001-2003) Automotive Remarketing Co
Having worked for the above company, representing automotive dealers and lease companies at
the auction level between the years 1999-2003, I had several increasingly responsible roles
including Head of Business Development, U.S.A. and Sales & Marketing Manager located at the
Ontario Auction site in Brampton, Ontario with responsibility for 11 direct reports.
After significant results achievement, rapid personal and business career successes led
progressively into the following position;
National Account Manager – Head Office (2001-2003)
Administered and coordinated all of Daimler Chrysler Canada’s marketing and operation
requirements within 6 auction locations across Canada. Working proactively in a collaborative
manner with key account co-coordinators within each of these sites, identified and marketed new
national business initiatives and assisted in growing existing accounts.
WORLD ACCESS LONG DISTANCE, Toronto, Ontario Business
Business Development Manager (1993 – 1999) Telco Reseller
Developed a tele-funding program to a host of charitable organizations and their patrons which
increased sales by 27%.
Instrumental in selling our pre-paid calling cards for Thrifty Car Rental’s ‘National Calling Card’
program (The first of its kind in Canada).
Implemented selectively focused marketing strategies and commercial tactics, resulting in
creating successful sales support tools and literature, fueling sales revenue generation results.
EDUCATION:
High School Honors Graduate – Aurora High School
Humber College, Public Relations
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