ALEX J. SERRANO
Plano,TX
Summary
Dynamic Sales Executive with 25+ years of experience providing high level of customer service while increasing revenues. Successful at leveraging sales technologies, software and CRM data to identify, analyze and act upon leads, opportunities and sales funnels. Personable communicator focused on exceeding client expectations.
Overview
25
25
years of professional experience
1
1
Certification
Work History
Vice President of Sales & Customer Success
LivePURE
01.2022 - Current
- Crafted overall account sales strategy and coordinated activities of sales executives to achieve revenue goals; marshaled internal resources to develop plans that helped clients achieve objectives.
- Achieved sales goals and service targets by cultivating and securing new customer relationships.
- Developed short and long-term sales strategies to gain market share, uncover new sales opportunities and increase revenue.
- Established and maintained positive relationships with vendors to determine product availability and quality.
Director of Sales & Leadership Development
JAFRA Cosmetics
01.2017 - 12.2021
- Developed sales and retention strategies for a top skincare and cosmetic company—directed collaboration with business development, marketing, and product departments to create competitive concept proposals
- Managed team of sales representatives, providing guidance, coaching and support.
- Established ambitious sales targets, managed deployment strategies, and developed go-to-market plans to capitalize on every revenue opportunity.
- Forecasted sales and established processes to achieve sales objectives and related metrics.
- Consistently serviced accounts to maintain active contacts and continuously promote profitable offerings.
Vice President of Sales & Operations
Nu Skin
04.2008 - 01.2017
- Directed and aligned global sales and business development operations across eight Latin American countries to confirm the achievement of business objectives
- Planned, developed, and implemented cost-effective business plans/strategies for annual target sales, budget, salesforce, and marketing operations to surpass business milestones
- Delivered leadership guidance and roadmap to cross-functional teams and stakeholders across different countries
- The driving force behind the growth of the company's LATAM revenue from $18MM in 2008 to $84MM in 2014
- Masterminded and led successful operations opening into new international markets, including Colombia and Argentina.
Regional Manager
Melaleuca
01.1997 - 03.2008
- Responsible for achieving regional development activities supporting the company's goals in the east region comprised of 8 states
- Worked directly with key customers to maintain strong relationships, address challenges, and adopt 'best practices' to drive growth in product revenue—created and executed training and support for customers via live training meetings
- Created a monthly performance tracker to measure progress and early detection of critical metrics in assigned areas for quarterly strategy development and management decision-making
- Developed and implemented overall marketing and sales strategy for companies' leadership plans and products, including pricing, customer service policies, and promotional programs.
Regional Manager
Kitchen Fair
01.1989 - 01.1997
- Responsible for market growth in US, Mexico & Puerto Rico
- Responsibilities included spearheading expansion efforts to broaden the international scope and access to new markets, developing and implementing strategic plans to increase market share, and analyzing sales performance
- Participated in company leadership training, opened new international markets as well as participated in supporting events and meetings throughout the region.
- Forecasted sales and established processes to achieve sales objectives and related metrics.
- Worked diligently to resolve unique and recurring complaints, promoting loyalty, and enhancing operations.
Education
Master of Business Administration -
The University of Texas
01.2005
Bachelor of Arts - Business Administration And Management
The University of Texas
12.1988
Skills
- Sales analytics
- Key account growth
- Sales training
- Customer retention
- Sales Team Leadership
- Sales team coaching
- Team leadership
- Sales team motivation
- Salesforce proficiency
- Sales KPI tracking
Certification
Data Analyst Certificate, 2021, Southern Methodist University, Dallas, TX
Languages
Spanish
Timeline
Vice President of Sales & Customer Success
LivePURE
01.2022 - Current
Director of Sales & Leadership Development
JAFRA Cosmetics
01.2017 - 12.2021
Vice President of Sales & Operations
Nu Skin
04.2008 - 01.2017
Regional Manager
Melaleuca
01.1997 - 03.2008
Regional Manager
Kitchen Fair
01.1989 - 01.1997
Master of Business Administration -
The University of Texas
Bachelor of Arts - Business Administration And Management
The University of Texas
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