Visionary senior executive; operations and marketing leader
seeks next challenging position that will leverage background in operations management, strategic planning, team development and driving profitable growth, in entrepreneurial and fast track environments.
Multi-talented executive with history transforming start-up, existing, and struggling companies and brands into top performing sales powerhouses in domestic and worldwide markets. Produce exponential business, market share, and profit growth, spearheading high-impact strategic visions, plans, and improvements. Optimize all aspects of cross-functional operations and business units, identifying and capitalizing on strengths and opportunities, and uncovering and repairing weaknesses and deficiencies. Navigate fluctuating market trends, consumer interests, and corporate demands, creating innovative and alternative solutions for complex issues and challenges. Push boundaries of possibilities, elevating business to new unprecedented heights of success.
Strategic Planning • Start-Ups & Turnarounds • Business Development & Globalization • Networking
Brand Management • Product Development & Launch • Bottom-Line & ROI Optimization • P&L Management Market Penetration & Expansion • Budgeting • Problem Solving & Negotiations • Organizational Leadership & Team Development • Process & Performance Reengineering
TRY FOODS INTERNATIONAL, Orlando, FL • 2008 – Present
A recognized leader in the concept, design, development and implementation of quality, innovative, web content and design, promotional and merchandising programs for the retail industry. $17M
Vice President of Operations
Formulate and oversee execution of strategic plans for cross-functional teams including: Agency Administration, Distribution Center Operations, Sales & Business Development, Product Development, Marketing, Production, Procurement, Inventory Control, Client Management, and Creative Services. Define short- and long-term objectives with team leaders. Assess ongoing market and industry trends, competitors, and competitive environments. Identify, develop, and pursue new growth opportunities. Evaluate risks and tradeoffs. Create contingency plans. Prepare annual plans, forecasts, and budgets. Administer all finances and P&L. Ensure 100% Adherence to all local, state, and federal regulations. Supervise VP of Sales, Director of Product Group, VP of Creative Services, Production Manager, Distribution Center Manager, and Division Controller.
Major Contributions:
• Recouped 100% in lost profits in response to a potentially fatal loss of Walmart Demo business, leading TFI Team to achieve profitability goals.
• Reversed profit decline, implementing strategic plans, streamlining operations, leveraging assets, expanding into new markets, developing new media, and improving vendor negotiations.
• Recovered 90% of A/R debt, and safeguarded against future accumulation of unpaid A/R, building task force, and restructuring invoicing procedures, and reporting and collection systems.
• Cultivated culture change that fosters growth and development of potential “A†players, mentoring and motivating managers and directors.
Revenue Growth & Cost Control:
• Grew core business high-margin revenues 26%, capitalizing on seasonal timing and market trends by introducing new promotional product assortment and programming.
• Produced forecasted 25% profit and 17% revenue increases with $0 added capital, identifying new revenue stream potential within new partnership with Wal-Mart, and strategizing plan.
• Saved endangered $1.7M business, and added $1.5M in forecasted 2-year sales, mitigating loss of recipe card business in Wal-Mart by creating alternative displays in line with Wal-Mart policies.
• Eliminated $360K in costs in 2008, reducing spending and variable overhead by increasing efficiencies of operation resources, and implementing cost improvement initiatives.
Enhancements:
• Raised productivity (45%), customer satisfaction and on-time deliveries by creating weekly performance monitoring and reporting methodologies, improving planning and inventory conrols and instituting flexible manufacturing processes.
• Decreased inventory levels 9%, improving purchasing, scheduling, and vendor relationships.
• Increased appeal, recognition, and reorders, redesigning look of product line and signage.
FRANCINE S. STESSEL • Page 2
GARCIA STROMBERG ARCHITECTURE, Boca Raton, FL • 2006 – 2008
Award-winning international architectural and interior design firm.
Director of Marketing & Business Development
Designed marketing plans and programs to strengthen and capitalize on brand reputation. Led PR programs, special events, corporate and product marketing, market research, corporate branding, and communications initiatives. Identified, evaluated, and negotiated with potential partners such as consulting firms, PR agencies, trade associations, and charitable organizations. Coordinated with partners on sales presentations, and preparation for P&Z and City Commission approvals. Represented firm at trade shows and functions. Served on Foundation Board of Directors.
Major Contributions:
• Revamped and formalized organizational culture and structure, establishing firm’s 1st standardized measurements of real costs & ROI optimization.
• Amplified brand exposure, securing numerous features and placements in variety of local, national, and international print, media, and online venues, and with key organizations.
• Instrumental in establishing Garcia Stromberg Foundation to support numerous local charities.
• Pioneered cutting edge enhancements for web & database marketing and management; such as SEO and +3,500 database of contacts related to every aspect of property development.
• Led firm to improve ranking on “Top Architecture Firm List,†and win 3 awards from South Florida Business Journal: Ultimate CEO, Best Places to Work, and Business of the Year.
Revenue Growth & Cost Control:
• Played major role in increasing revenues from $10.6M to $12.7M throughout tenure.
• Streamlined operating expenses, saving +$100K in 1st year.
• Introduced multiple alternative and incremental revenue streams, creating additional services.
• Optimized growth and profitability, collaborating with partners and peers within Executive Committee to cultivate new business relationships, strategic partnerships, and projects.
• Launched highly successful media campaign garnering significant results for placement in local, national, and international trade, design and art publications; $0 cost effort valued at +$500K.
SOUTH FLORIDA BUSINESS JOURNAL, Deerfield Beach, FL • 2005 – 2006
Start-up magazine under the auspices of the South Florida Business Journal, the voice of South Florida’s business community. $7.5M in annual sales.
Director of Sales & Marketing
Led strategic business development plans for launch and operation of start-up, spin-off of South Florida Business Journal. Determined and established brand identity, positioning, marketing and sales programs, and media kits. Defined goals and timelines including for editorial staff. Investigated and forged new business relationships and partnerships with high-profile and luxury marketers and their agencies. Managed special projects, publication plans, and media coverage.
Major Contributions:
• Co-developed publication and generated $330K in profits in 1st year, championing all aspects of start-up, launch, and strategic relationship development.
• Prospected and developed entirely new market for organization.
• Conceived of and executed 3 launch events throughout tri-county area at minimal costs; secured participation of advertisers, sponsors, community leaders, celebrities, and key influencers.
• Expanded monthly revenue stream from start-up to +$75K per issue.
DESIGN CENTER OF THE AMERICAS, Dania Beach, FL • 2004 – 2005
“Trade only facility†with +350 show rooms and fully integrated amenities, for design professionals.
Vice President of Marketing & Advertising
Provided strategic leadership in planning and execution of onsite, offsite, and online marketing. Developed plans and budgets to support of robust calendar of events and breakthrough programming. Directed advertising and promotional activities including print, outdoor, web, email, direct mail, and TV. Guided brand growth and positioning. Directed development of annual DCOTA catalogue and highly successful New York Times multi-page insert.
FRANCINE S. STESSEL • Page 3
Major Contributions:
• Garnered 35% more program participation and support from showroom owners and tenants.
• Enabled capture and accurate reporting of key data and ROI, developing innovative program.
• Improved upon media plan; dollar for dollar coverage 25%, demand for Designers on Call 60%, local, national, and global press coverage 150%, co-designed creative campaigns with agency.
• Broke all previous attendance records by 50-300% for events.
• Achieved record-setting sponsor support and attendance for bi-annual “Night of Stars†event.
BEAUTOPIA, INC., Minneapolis, MN • 2001 – 2004
International manufacturer and importer of professional salon products and services. $2.5M-$10M.
Senior Vice President of Marketing & Advertising
Handpicked to deliver thought leadership, strategic vision, and creative insights to resolve critical, complex issues related to future of company. Architected strategic plan to drive growth and profitability of domestic & imported brands via network of distributors in US, Canada, and UK. Developed new business and client retention programs, product entries, formulary improvements, pricing tactics, purchasing negotiation techniques, inventory management processes, package designs, and promotional planning. Optimized field education, and product testing, availability, and assortments.
Major Contributions:
• Turned around entire company and brand, designing numerous strategic improvements, and co-developing company’s 1st detailed business plan and growth strategy with CEO and Finance.
• Restored credibility with key distributors, resolving long-standing QC, timing, and delivery issues.
• Averted dissolution of major partnership with Kadus, creating plan to penetrate US market via existing (Brocato) distributor network; achieved 90% penetration within 15 months.
• Arrested 2-year long standstill in innovation, leading creation and rollout of 6 new products.
• Overcame 2-year deficit, increasing business volume 53% in 1st year, and margins 16-22%.
ADDITIONAL PROFESSIONAL HISTORY
CADOGAN PUBLICATIONS, New York, NY • 1999 – 2001
Associate Publisher
• Selected to create business model, and marketing, communications, and sales strategies for launch of start-up UK-based publishing house’s 2000 and 2001 edition of America’s Elite 1000.
• Organized highly successful launch events in 6 cities throughout US.
• Achieved “pick-up†in +137 media outlets throughout US, and numerous European markets, co-creating high-impact media plan and PR campaign.
• Established $3.5M business in less than 2 years, exceeding all targets by 33%.
REDKEN LABORATORIES / L’OREAL USA, Los Angeles, CA & New York, NY • 1989 – 1998
Creative Director & Senior Director of Marketing Communications
• Revitalized company image to target younger consumers, and re-established leading position.
• Masterminded centralization and globalization of Redken 5th Avenue NYC brand identity campaign; utilized worldwide to date.
• Launched +60 new products and brands, grew business from $120M to +$300M domestically, and drove rapid international expansion.
• Generated 40% sales increase for Redken styling products, and elevated hair color business to #2 in market.
• Won creative agency review competitions and consumer and trade campaign awards each year.
EDUCATION & PROFESSIONAL DEVELOPMENT
BA in Marketing Management (Magna cum Laude)
Loyola Marymount University, Westchester, California
Creative Leadership • Supervisors & Team Leaders • Dealing with Difficult People
Management, Coaching & Leadership • Alliance Francais • ProActive Sales
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