Judith H. Sikora
Las Vegas, NV
Video Resume: http://youtu.be/VG7fSUM9AQk
Consulting Website: http://www.mjconsultingco.com
Linked In Profile: http://www.linkedin.com/in/jsikora2009
MJ CONSULTING, LAS VEGAS, NV
Sole Proprietorship Consulting Company
2010 to Present
Challenge: To use my Direct-Selling expertise in the areas of: Corporate Training & Development, Marketing Communications, Brand Management, Organizational Leadership, and Sales Management, to offer consulting to MLM beauty companies and start-up skincare businesses.
Currently providing contract-based marketing consulting to small businesses, aesthetic entrepreneurs and the US division of a large, multi-national, direct-sell beauty company.
‘Chief Marketing and Communications Consultant’ for Beijo, Inc.
Eleven-month contract assignment. Worked directly with company’s President and Founder. Managed corporate communications to support 3000 independent direct sales consultants. Functioned as Project Manager for design, content and launch of new corporate website and replicated websites. Developed new Hostess Program, launched new company newsletter, built and deployed digital email campaigns and email templates for company representatives, managed seasonal product launches, developed sales and marketing collaterals to support launches, created highly successful ‘Make a Difference Today’ social media campaign, generated PR alerts and managed all field communications. Developed content and agenda for meetings, webinars and conferences. Produced custom promotional videos for company’s You Tube Channel and website, and built dedicated landing pages to support media mentions and events. Company enrollment rate grew significantly during the 11 month time span.
LUTRONIC, PRINCETON JUNCTION, NJ
Manufacturer of Lasers and Light Devices for the Medical Aesthetics Industry 2010
Senior Director of Marketing & Communications
Challenge: To build market share and grow sales, by increasing visibility and corporate profile of young North American division of multi-national, medical esthetic device company.
Enhanced E Marketing Tactics Supporting Shows and Customer Base:
Developed multi-channel promotional campaigns to support presence at industry shows and conferences, including the Lutronic L.O.V.E. and BOND campaigns, which collectively generated 100% increases in show sales over 5- month period. Architect of exclusive strategic alliance with Medical Spa Group Buying Network, which increased company’s lead pipeline by 120%. Implemented new invoice management protocols for department. Developed e-marketing materials to support physician clients’ marketing needs. Introduced first social media program for healthcare clients. Laid off in September due to company-wide restructuring.
BEIJO, INC., SANTA CLARITA, CA 2009-2010
Manufacturer of Handbags and Accessories
Vice President of Sales, Marketing and Education
Challenge(s): To develop sales, marketing and training programs for use by thousands of Independent Sales Consultants throughout North America. To develop strategy and curriculum for company’s National Sales Conference. To develop engaging social media presence for company on Facebook and Twitter. To redesign and relaunch existing Party Program. To help company launch formal MLM business model and automated, online compensation system. To build brand’s profile and value on extremely limited resources.
Multi-Category Focus on Education, Marketing and Point- of- Sale Support/ Training:
Wrote and designed marketing and sales training programs for national sales force, including; webinars, classes and conference calls designed to increase recruitment of representatives and retail consumers. Developed company’s first social media platforms. Planned, wrote and hosted 7 of 10 general sessions and workshops offered at 3 day National Sales Conference in La Jolla, CA. Created series of Power Point presentations and POS marketing materials to increase network recruitment and raise average monthly sales. Established first bi-monthly sales reporting program and leadership accountability standards for team of 35 Independent Sales Directors. Assisted CEO in the restructure of business model to enhance efficiencies and improve monthly performance of Sales Directors and Sales Consultants. Wrote and designed content and site map for new, aspirational web site.
G. S. COSMECEUTICAL, LIVERMORE, CA 2009 to 2009
Contract Manufacturer of Cosmeceuticals and Personal Care Items
Vice President of Global Sales and Marketing (Contract Position)
Challenge(s): To increase the company’s visibility. To develop and execute sales and marketing strategies intended to increase the number and quality of new client projects.
Design and Development of Customized Marketing Communication Materials: Conducted thorough analysis of sales and marketing opportunities, then applied insights to the design and launch of company’s “Discovery Packet” of e-materials. Developed corporate blog site, issued monthly educational blogs and affiliation with global cosmetic portal. Issued press releases and interfaced with editors. Offered sales, marketing and branding advice and training to all new corporate clients.
Segmented Marketing and Outreach to High Quality Prospects: Developed and successfully implemented e-campaigns on Linked In, professional networking site, in pursuit of specific demographics. Make presentations and conduct meetings with high profile prospects. Attend shows on behalf of company.
Process Enhancements: Developed successful protocols and new sales tools, resulting in shorter closing process and increased prospect closing rate.
COLORESCIENCE, DANA POINT, CA 2008-2009
Manufacturer of mineral makeup products for medical and resort markets
Regional Sales Director, Southwest/South Central U.S. (10 state region)
Challenge: Repair sales and impose structure (procedures and protocols) in a region where both were lacking.
People Management: This $3 million dollar territory was down by 40% when I assumed the position. Immediately set about opening up lines of communication, establishing clear ground rules and setting new operational protocols to unify the team. Held series of conference calls and rode in the field with reps each week. Overtime, the region took on a fresh new collective team identity, unifying the seven blended team members. Action steps included initiation of more structure, discipline, shared vision, and individualized coaching. Efforts produced increase in sales by 60% over a six month period, with the team advancing from last place (in July 2008) to first place by the end of 2008
SOLANA MEDSPAS, INC., IRVINE, CA 2005- 2008
Medical spa developer and healthcare consulting company
Vice President of Corporate Marketing and Communications 2007-2008 Vice President of Corporate Marketing and Communications
2005-2007 Vice President of Marketing
Was promoted to senior marketing position, after 2 years with the company.
Challenge(s): To accelerate break-even and profitability rate among a growing network of high-end, independently owned Medical Spas by providing them with effective, customizable marketing programs, collaterals, strategies and tactics.
Client Education and Professional Development: Established weekly National Marketing Calls and Marketing Webinars to share best practices, successes and key learning’s in real time. Developed ‘how to’ marketing manuals, power-point presentations and educational marketing curriculums for clients. Hosted quarterly Owner’s Trainings on marketing tactics, resulting in a 50% increase in new spa profitability during spas’ first 6 months open.
Team Building: Built and managed the company’s first field based team of “Regional Managers” to provide training and operational consulting support to client Medical Spas across all business categories. As a result, same door sales increased by 60% after eight weeks, and client satisfaction peaked at an all time high.
Creative Support and Strategic Problem Solving: Moved the company’s graphic support from Manila, Philippines to the US, so that clients could collaborate and communicate more efficiently with our graphics team. Expanded client marketing support by 200%, and grew the number of campaigns from 4 to 12, annually. Hired a state-of-the-art online editing service so that all collaterals could be easily customized by our clients. Designed, wrote and managed proprietary Community Marketing Program, which resulted in a 50% increase in leads and a 75% reduction in monthly advertising spend, over 18 months, among spas that executed the program.
Sourcing and Negotiations: Sourced and negotiated exclusive “network alliances and contracts” with ‘best of breed’ marketing vendors. Goal was to introduce invaluable marketing technologies and services to our clients to help them grow more quickly, while at the same time save them time and an average of $30,000 annually.
HEALTHWEST INC., BEVERLY HILLS, CA 2004
A privately held corporation; licensor and franchisor of medical spas throughout the United States. Developer of the Inaara MedSpas™ brand.
Vice President of Marketing and Communications
Managed and directed marketing and advertising campaigns for franchised Medical Spas throughout the U.S.
Challenge: To bring financial stability and growth to new medical spa franchisor and its franchisees. My tenure was brief as the owner of the company returned to his medical practice after a brief period of time.
Oral/Written Presentation Skills: Built power-point presentation and co-hosted Days of Discovery sales presentations for potential franchisees. Closing rate jumped from 50% to 75% after Discovery Day presentations were rolled out.
Strategic Problem Solving: Coached clients on Business-To-Consumer pre-opening advertising strategies and Grand Opening events. Developed outreach campaigns, ads and point-of-sale marketing collaterals for early adopter segments of the population.
NU SKIN ENTERPRISES, PROVO, UT 2003
A 1.0 billion dollar global manufacturer and direct-sell distributor of beauty & personal care products, supplements and electronic services.
Director of Global Product Education, Nu Skin Division (Personal Care & Beauty Products)
Challenge: To design, write and launch a global product education program that would meet the needs of Independent Distributors located in 33 markets, world-wide.
Cross Functional Collaboration: Met with global department heads, general managers and executive team, to garner feedback, concerns and suggested deliverables, prior to drafting program design and proposal.
Project Management: Designed blue print for multi-dimensional global university which would be operated via independent e-learning curriculums, webinars and live seminar facilitation. Traveled to the Asia-Pacific region once or twice a month to represent the Nu Skin Division at international Distributor Conferences and to meet with the GM’s of each country. Built the company’s first education department and managed a team of five Training Managers.
AVON PRODUCTS, INC., NEW YORK, NY 1998-2003
A $6.0 billion global manufacturer and distributor of beauty and related products.
Promoted four-times over a 5-year period to positions with greater responsibility, eventually becoming the National Director of Education, U.S. Retail.
Director of Education, U.S. Retail: “beComing” Brand 2002-2003
Senior National Education Manager, U. S. Retail, “beComing” Brand 2001-2002
National Education Manager, Avon, U. S. Retail 1999-2001
Western Regional Educational Manager (New Division- “Complimentary Access”) 1998-1999
Challenge: To help the company launch a new retail division that would offer up a brand with appeal to the prestige department store cosmetics consumer, without disenfranchising the company’s “core” Sales Representatives and direct sell customers.
Training and Development: Developed innovative training tools and strategies to support the launch of a new lifestyle cosmetics brand for sale at retail. Key achievements included: A training manual designed to read like a fashion magazine, training seminars intended to enhance emotional responsiveness in service professionals, and unique sales strategies to reflect customers’ attitude and lifestyle fluctuations. Such ‘out of the box’ approaches to training helped the brand meet and exceed key sales goals and metrics during the post launch period. In November of 2002, I was profiled as a featured Training Director in Beauty Fashion Magazine.
Increase Market Share: The Company’s initial retail launch involved the pursuit of experienced cosmetic sales professionals from established department store lines, to sell Avon’s existing brands at kiosks in super-regional malls. I developed recruiting and training programs to attract and retain high performers from competitive cosmetic brands. As a result, our small division met our operational goal to successfully open 50 corporate kiosks (Avon Beauty Centers) within a 6 month period.
Business Model Re-Engineering: The Company decided to license the retail kiosks to Avon Representatives, but most had no retail operations experience. In response, I produced training and marketing materials designed to help representatives transition from direct-selling to retail sales. Materials included a 90-minute instructional video for new licensees, an audio training program for new hires and a packet of kiosk promotional marketing materials, which was distributed to 6000 representatives at the company’s National Convention. As a result, our division opened 100 licensed kiosks within a 12 month period.
Market Penetration and Consumer Outreach: Collaborated on the planning and roll-out of a successful series of “Mall Tour” Beauty Events in a dozen states throughout the US, which generated more than $300,000 in sales during an 8 week period.
Assumed Sales and Training Management positions involving increasing levels of responsibility, from 1984 through 1998.
National Director of Training, Merle Norman Cosmetic Studios 1998-1998
Market Sales Manager, Calvin Klein Fragrances, New York, NY 1997-1998
National Education Manager, Dayton-Hudson Corporation, Minneapolis, MN 1995-1997 Midwest Regional Trainer, Elizabeth Arden Company, New York, NY 1984-1995
• Masters of Science: Speech Pathology University of Denver,
• Bachelor of Arts: Speech Pathology & Audiology University of Colorado,
• Distinctive Achievement Award granted by the Office of the CEO, Avon Products, February 2002
• High Performer Manager’s Stock Option Grant, Avon Products, May 2000
• Individual Cash Stipend Award for Sales Building Strategy: February 2000