Sales Customer Service

AWARD-WINNING

SPA MANAGEMENT PROFESSIONAL

Explosive success in driving brand recognition, revenue growth and market penetration

leveraging industry best practices, astute business acumen, and demonstrated talent

in training, developing, and motivating staff.

Highly accomplished, driven, and intuitive spa management professional with solid track record of success in developing, leading, and executing upon sound strategy within the spa/salon industry; consistently far-exceeding expectations and profit goals. Continually delivers turnaround results quickly leveraging 15+-years of hands-on experience in implementing industry best practices and assertive branding strategy; providing razor-sharp business acumen, superior skills of persuasion, and incisive leadership. TARGETING RELOCATION OPPORTUNITY, desiring professional growth and new challenge within the industry.

• Received numerous awards and accolades within the industry for top-notch spa operation; receiving national recognition as one of the ‘Top 200 Salons’ in Salon Today (2005) and ‘Best in Color & Style’ by Marie Claire (2007.)

• Grew spa business from $100K to $750K within six years; incorporating sharp business savvy, best industry practices, ambitious marketing & community outreach strategy, and solid talent management capabilities.

• Boosted sales of Aveda product by 28% over competing regional salons; instituting all of Aveda’s branding, sales, and service protocols and strategies within the spa and cultivating a whole-team approach and commitment to the Aveda brand platform.

CORE COMPETENCIES

• Product/Spa Branding Strategy • P&L Analysis and Responsibility • Staff Training/Development

• Community Outreach Programming • Organizational Development/Growth • Recruitment/Retention Strategy

• Strategic Sales & Service Programs • Process Development/Improvement • Tenacious, Go-Getter Disposition

CAREER NARRATIVE

Illusions SalonSpa, South Bend, IN 1999 – 2010

OWNER• SALON OWNER

Founded and grew highly successful Aveda concept day spa into the 2nd largest spa in the South Bend-metro area; selling profitable operation in 2010.

STRATEGIC EXECUTION OF PROFITABLE, AWARD-WINNING OPERATIONS

• Grew business from $100K to $750K within six years; incorporating sharp business savvy, best industry practices, ambitious marketing & community outreach strategy, and solid talent management capabilities.

• Continually uniquely differentiated spa from regional competition; becoming one of only three area spas to exclusively sell Aveda, positioning/designing salon as a more ‘cosmopolitan’ spa environment to attract a more affluent, progressive demographic, and introducing innovative concepts and cutting-edge technology solutions.

• Propelled revenue and business growth to new level in 2009 following completion of intensive coursework at the Strategies Business College; quickly executing new ideas, strategies, and business protocol.

• Received numerous awards and accolades within the industry for top-notch salon operation; receiving national recognition as one of the ‘Top 200 Salons’ in Salon Today (2005) and ‘Best in Color & Style’ by Marie Claire (2007.)

JUDICIOUS BUSINESS & FINANCIAL MANAGEMENT

• Instituted a structured business plan and operational backbone to spa; conceiving and implementing formal policies and standard operating procedures (SOPs) to ensure the continued success and profitability of the business.

• Increased revenue 15% within one year of strategic relocation; overseeing all aspects of spa’s move to higher traffic area including construction, design, décor, traffic analysis, permitting, budget planning, and other.

• Took full ownership of company financials; taking it upon self to learn accounting principles and handle all bookkeeping, account payable/receivables, and balance sheet development responsibilities; providing deeper insight into program spend and ROI, analysis of profit margins and shifting revenue trends; re-strategizing spend and operational decisions accordingly

Illusions SalonSpa, South Bend, IN - Continued

DRIVES PRODUCT/BRAND AWARENESS STRATEGY EXTENSIVE COMMUNITY OUTREACH

• Strategized and produced numerous community outreach programs; further driving philanthropic efforts and brand awareness for the Aveda brand and spa including:

Project Day Maker, 2005 – 2009 • Organized and oversaw team of 20 local Aveda salon designers donating their time and talents to provide the homeless with haircuts.

Earth Month, 2000 – 2009 • Partnered with local Aveda spas and other businesses to raise money and awareness through cut-a-thons, car washes, a walk-a-thon, and a variety of contests within the community.

Spirit of Women Fashion Show, 2003 – 2004 • Formed a financial alliance with 25 local businesses to organize a formal reception and a fashion show with 40+ models; raising $100K+ for the cause and cultivating stronger community awareness and relations for the spa.

Locks of Love Campaign, 2001 • Created a marketing campaign (print/radio) offering complimentary cuts to anyone who would donate their hair.

EXCELS IN PRODUCT & SPA BRANDING/MARKETING

• Boosted Aveda product sales by 28% over competing spas; instituting and closely abiding by all Aveda branding, sales, and service protocols and strategies; cultivating a whole-team approach and commitment to the Aveda brand platform.

• Executed highly profitable marketing, sales, service, and promotional plans by closely analyzing all program investments and ROI and re-strategizing spend accordingly; eliminating print/billboard focus and reorienting strategy to online tactics including social media, e-mail blast campaigns, online booking and reservation system, and other.

• Positioned spa as a progressive, cutting-edge provider by launching the region’s first online booking program to significantly reduce operation costs, time, and bottlenecks; garnering a 15% increase in revenue within first year of program implementation.

DELIVERS EFFECTIVE TALENT RECRUITMENT & TRAINING AND DEVELOPMENT INITIATIVES

• Recruited, trained, and developed high performance team 20+ professional designers, massage therapists, aestheticians, and nail technicians; leveraging well-defined recruitment strategy to locate and hire the best talent in the area, implementing a four-step interview process, and evolving curriculum to build necessary technical training and business-building skills.

• Cultivated employees’ continued growth and success; promoting individual growth and development within the company to ensure the long-term success of the spa by setting daily goals for each member and following up quarterly on progress and conceiving a coveted ‘specialist’ role for the more tenured staff.

• Shaped dynamic work environment and team-oriented spa culture; instituting new compensation and group incentive program to eliminate internal strife and customer competition.

• Drove a culture of excellence and superior customer service; giving staff the tools needed to provide best-in-class service, instilling a sense of pride within the organization, and holding staff accountable to high standards.

Salon Nouveau, South Bend, IN 1991 – 1999

DIRECTOR OF EDUCATION • MASTER DESIGNER

DEMONSTRATED LEADERSHIP IN EMPLOYEE RECRUITMENT/TRAINING & DEVELOPMENT

• Effectively juggled both roles of Master Designer and Director of Education; charged with building and maintaining a full clientele while developing full curriculum and recruitment strategy to build new team of designers.

• Increased salon sales by 25% with in 2 years; developing high performance team that understand and embraced salon sales strategies including proper consultation, product recommendations, rebooking, and up-selling tactics.

TECHNICAL PROFICIENCIES

Microsoft Office: Word, Excel, PowerPoint, Outlook • Quick Books, Salon Transcripts

EDUCATION & PROFESSIONAL DEVELOPMENT

Strategies Business College, Centerbrook CT (2005–2009)

Completed intensive strategic coursework in:

No Compromise Leadership & Team-Based Pay, Financial Fitness, Rituals of Retention, Benchmarking for Success

Ivy Tech College, Graphic Design (2006–2007), Aveda Mid-American Business College (1994–2005)

Schwarzkopf Advanced Color Training (2003–2004), Vidal Sassoon Advanced Academy (1999), Twin City Beauty College (1988–1989)

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