Chief Operations Officer

Transitioned from consultant with ARCpoint Franchise Group into Chief Operations Officer. Upon taking over the operational responsibilities of the brand, there were several areas that needed focus. The primary being cost containment, strategic vision casting and operational efficiencies. Over the next one and a half year, We worked hard to cut the budget by over $1M annually, improve our service offerings to our customers for our franchisees and improve our communications strategy so as to improve the overall experience for everyone interacting with the ARCpoint brand.

Vice President of Marketing

Recruited by BioConfirm Laboratories to support strategic implementation and execution of the business plan to ensure alignment with company goals and budget. Key responsibilities included marketing plan development, implementation and budget management; product development including market research, technology buildout and project and vendor management; sales team training, development and operations including communications, programming, CRM and sales cycle management; and executive leadership including results tracking, progress reporting and forecasting to the C-suite. 

Vice President of Strategic Initiatives

Promoted from VP of Marketing and Sales Effectiveness at Cordant Health Solutions to oversee program development – from the planning stage to field execution – for prospective and existing clients. Key responsibilities included development and management of work plans; utilization of marketing, R&D, sales and other executive leaders to build and implement innovative solutions that become service differentiators; field rep training; pipeline management of new programs; accurate forecasting; and predictable revenue. 

Vice President of Marketing and Sales Effectiveness (Sales Operations)

Promoted from Director of Marketing at Cordant Health Solutions to strategize, design and execute the company’s marketing growth strategy, which involved consolidating five separately acquired organizations into one national brand in 18 months. Key responsibilities included department design, recruiting and onboarding; overseeing inbound lead generation activities that improved productivity through an intentional focus on qualified leads; developing the inside sales team; implementing Marketo campaign management software; and leading sales operations activities including the field intranet, field process automation and improvement/maintenance of CRM software.

Sales Results

• AIT Laboratories: Grew company from $4M to $65M in annual revenue between 2004 and 2012, consistently leading the team in year-on-year growth for 8 consecutive years. Decreased field spending by $500,000 annually through system and process improvement. Devised and executed a client retention strategy that decreased client turnover rate by 40% and client setup costs by $200,000 annually while increasing sample volume by 10% per client.
• Additionally, directed all training and personnel improvement including new hire onboarding, product launch training, and a leadership development program that resulted in the promotion of 5 regional sales managers.
• TriAuto:  Increased customer base by 12% and gross profit by 30%; grew revenue by 17% in 2012; increased YTD revenue growth by 33% and outperformed budget by $300,000 in 2013.

Marketing Projects

• Cordant Health Solutions: Executive leader managing an 18-month rebrand, consolidating 5 separately acquired organizations into one national brand. Project included market research to determine product gaps and opportunities that led to targeted growth strategy and informed future product development.
• Inside sales team implementation and lead generation management to improve appointment quality for the field. During the program launch, 490 appointments were set that led to 20 new accounts and over $1.4M in additional revenue after the first 6 months.
• Campaign development:  Executive leader of the team running dozens of lead generation programs via Marketo software, which generated hundreds of qualified leads over a two-year period.
• Internal culture initiatives including a rebrand of national sales meetings and the development of the "Culture Club," which worked to promote a consistent employee experience spanning multiple facilities coast to coast.
• Management of all brand standards and content including web, print collateral, social media, press releases and internal communications. 

Sales Operations and Strategy Initiatives 

• Field Communication: CRM selection and implementation for improved field visibility, forecasting and accountability. Intranet development for training, process improvement, digital forms and internal dashboards.
• Program Development: New and innovative service development and project plans including market viability research, team leadership working with R&D, technology, compliance, business development, budgeting and go-to-market planning. Played pivotal roles from inception to board approval through training, field distribution, and results tracking.
• Client and patient portal development and mobile apps to improve customer experience and integrate into client practices, successfully improving "stickiness" of the organization to its client base.
• Inbound lead generation design and implementation, improving efficiency of the field team by allowing them more time to focus on selling to and managing profitable accounts.
• Development of forecasting that provided predictable and accurate revenue forecasts based on formulas that incorporated calls made, appointments set, appointments held, and average close percentages. 

Proof of Concepts

Case Study: The Dream Medical Center in Kigali Rwanda

As part of a mission project with Africa New Life, I spent seven weeks in Rwanda working on a market research team for one of their newest ministries, the Dream Medical Center. At the end of our time in Rwanda, we were able to increase the center’s forecasted profitability, decrease the projected time to achieve a positive monthly cash flow, and consequently provide more funding to other Africa New Life programs such as child sponsorship, feeding centers and pastoral training.

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