Experience Operations General Manager
Resume:
EMPLOYMENT HISTORY
Area General Manager, Dignity Memorial Funeral Homes, Western Washington Territory JAN 2017 - DEC 2019
Funeral Home and Cemetery Manager, Foundation Partners, Portland, Oregon 14902 146th Lane Southeast, Yelm, US, 98597
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MINDY ROCHA-BARELLA
EXPERIENCED OPERATIONS GENERAL MANAGER
PROFESSIONAL SUMMARY
Experienced Operations General Manager with over two decades of expertise in the death care industry, excelling in crisis management, financial oversight, and innovative marketing strategies. Adept at leading diverse teams and fostering community relations, resulting in enhanced customer satisfaction and significant revenue growth. Committed to developing future-ready service models and leveraging strategic partnerships to drive sustainable success. Managed six locations, developing 80 team members, enhancing customer service standards. Implemented financial strategies, driving $700 increased average sale and measurable growth. Strengthened community partnerships, boosting referrals and brand reputation. Developed digital marketing strategy, increasing client engagement and brand visibility. Negotiated vendor terms, achieving cost savings and improved client service offerings. Led operational improvements across multiple locations, achieving consistent service excellence and client satisfaction. Analyzed market dynamics to inform strategic decisions, ensuring competitive positioning and sustainable growth. Facilitated cross-functional workshops to foster team synergy, resulting in cohesive strategies and shared goals. Conceptualized future-ready service models, aligning with evolving client needs and industry trends for long-term success. Enforce policies to maintain business agility and adaptability in response to evolving market dynamics and customer needs. Attract, develop, mentor, and assist a high-achieving team by conducting regular performance evaluations, providing constructive feedback, and coaching in areas needing improvement to foster ongoing team success. Support senior management in the executive decision-making process by producing daily reports and conducting local market analyses to suggest corrective measures and enhancements to the annual budget and business strategy. Analyze daily financial statements and reconciled accounts to ensure that information remains up-to-date and precise. - Create an incident management framework that encompasses troubleshooting, root cause analysis, and prompt resolution, ensuring adherence to State and Federal regulations.
Reduce risk through routine site and file inspections that guarantee compliance with regulatory standards for facility and professional licensing. Enhance employee morale and communication within management by establishing recognition and reward systems for staff achievements. Engaged in system development and testing, delivering feedback on operational efficiency for a comprehensive program intended to improve operational support.
Oversaw the operations of two funeral home sites and one cemetery, successfully developing a team of 12 members and expanding the Funeral and Cemetery Sales team.
Accountable for managing business functions, including staffing, financial oversight, marketing strategies, and the execution of corporate initiatives. Played a key role in establishing pricing structures and creating specialized service packages that highlight the offerings and products commonly chosen by the families served.
Developed a comprehensive training program for new team members focusing on product knowledge, presentation techniques, and service offerings, resulting in a $400 increase in average sales per call within the first six months at the location. Established a tailored reception program that involved menu planning and caterer selection, leading to a notable rise in family-selected receptions, with an average catering revenue of $1,000 per event.
Implemented a floral sales program that promoted flower purchases during the arrangement process, enhancing facility revenue with an average sale of $500 per order.
Enhanced partnerships with local clubs and organizations, including the Hillsboro Chamber of Commerce, Hillsboro Police and Fire Department, and local veteran groups, leading to a rise in referrals.
Maintained responsibilities as a Licensed Funeral Director/Embalmer, engaging with 50% of the families served at the location. AUG 2002 - JAN 2017
Location Manager/Funeral Director & Embalmer, Dignity Memorial Funeral Homes, Portland Area Market EDUCATION
Associates Degree of Applied Science - Funeral Service, Mt. Hood Community College, Gresham, Oregon Graduated with Honors
SKILLS
Death Care Community Relations
Customer Service Leadership
Business Operations Personnel Management
Marketing Financial Management
Event Planning Communication
Crisis Management Strategic Planning
Vendor Negotiation Team Development
Operational Efficiency Networking
Program Development
ADDITIONAL INFORMATION
Accomplishments
Oversaw business operations encompassing personnel management, financial oversight, marketing strategies, and the execution of corporate initiatives. Launched and advocated for the Life Well Celebrated Program at the local level, generating over $20,000 in décor sales within the initial six months. Developed and endorsed a new catering program in the Salem Area, leading to a swift increase in food and beverage sales as a service to families. Through the implementation of innovative company initiatives, achieved substantial financial growth from 2014 to 2016, while consistently enhancing the average sale for the location.
Launched the Homeless Veteran Burial Program in the Salem Area, establishing a support network for unclaimed veterans. Designed a comprehensive training program for new funeral directors at Dignity Memorial. Fostered professional partnerships with community organizations, enhancing the business's reputation and boosting monthly call volume from an average of 9 in 2014 to over 17 in 2016.
Over a span of 15 years, successfully managed over 1,000 funerals, visitations, and memorial services as a funeral director. Expertise in creating personalized tributes, tailored life celebrations, military funerals, and ceremonies that honor diverse faiths and cultural traditions. Engage with families to explain funeral services, associated costs, and merchandise options, including caskets, urns, burial containers, and floral arrangements, while ensuring effective communication and collaboration with relevant businesses and organizations Developed a comprehensive Policy and Procedure for the effective coordination of Active Duty and KIA Military Funerals across the Oregon Market. Educated team members on effective strategies for marketing and selling Dignity Memorial Burial and Cremation packages to families in mourning. Acted as a liaison among Veteran Organizations, Veteran Advocates, and the Dignity Memorial Homeless Veteran Burial Program, fostering statewide support and collaboration.
Acknowledged by the Bremerton-Olympic Peninsula Council Navy League for outstanding support of the region's maritime services in 2022 and 2024. Affiliations
COURSES
OCT 2024 - DEC 2025
Diversity, Equity and Inclusion Leadership Training JAN 2020
Leading with Dignity - Leadership Development Training Selected as a finalist for the Greater Kitsap Chamber of Commerce Pioneer Award, honoring community contributions in Kitsap County. Awarded the 2023 Service Excellence Leader of the Year for the Northwest Territories. In 2013, recognized as the Oregon National Guard Military Spouse of the Year. In 2013, received the Field Artillery Molly Pitcher Award. In 2012, acknowledged by Governor John Kitzhaber for contributions to the Oregon Army National Guard. - In 2012, honored with the Oregon National Guard Commendation Medal.
Board Member of the Navy League Bremerton-Olympic Peninsula Council Member of the VFW Ladies Auxiliary at Large
Member of the United States Field Artillery Association
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