Ashley Ritter
Saint Petersburg,FL
Summary
Revenue focused Sales and Marketing Leader with 12 years of experience, including eight in software. Scaled global SDR and BDR teams that delivered 123% growth in SQL volume and a 101% pipeline lift. Rebuilt outbound programs across enterprise and mid market segments, drove consistent KPI attainment, and created predictable, high quality pipeline and launched a North America small business sales motion. Strengths include building and coaching teams and managers, designing outbound strategy and campaigns, developing partnerships, and leading data driven operations. Tools and frameworks include Salesforce, Salesloft, Outreach, HubSpot, ZoomInfo, 6Sense, Gong, and MEDDPICC and Sandler.
Overview
16
16
years of professional experience
1
1
Certification
Work History
Director, North America Small Business Sales & Global Sales Development
SAI360
08.2023 - Current
- Built lead a new small business sales department in North America
- Develop and execute strategies to drive revenue to newly acquired solutions
- Work closely with marketing to acquire net new business
- Develop and implement operational plans, sales strategies and KPI’s to grow new team
- Recruit and onboard, train and develop new team
- Lead global Sales Development operations across enterprise and mid-market segments, overseeing the full inbound and outbound lead life-cycle to drive predictable pipeline growth.
- Developed and promoted SDR team lead to manager role and work closely reviewing metrics and deliverables with our plan to make plan
- Regularly report on teams/individual results - lead quantity, quality, revenue, sales forecast-Presenting in Monthly Business Performance Review to leadership team
- Coach team on new products, role play and score with outlined rubric
- Review sales calls in Gong and outline areas of improvement, work through sales strategy with next steps
- Full cycle sales - work with legal and contracting to move deals across the finish line.
- Build yearly strategy for department and partner with sales operations to create compensation plans that align
Global Sales Development Director
SAI360
12.2024 - Current
- Lead global Sales Development operations across enterprise and mid-market segments, overseeing the full inbound and outbound lead life-cycle to drive predictable pipeline growth.
- Developed and promoted SDR to team lead
- Rebuilt and scaled an enterprise-focused outbound SDR, including hiring, on team including building KPI's, on boarding, coaching, and performance management.
- Regularly report on team/individual results - lead quantity, quality, revenue -Presenting in Monthly Business Performance Review to leadership team
- Designed and implemented a structured on boarding program and sales training portal, accelerating SDR ramp-up time and improving team-wide productivity.
- Developed and executed global outbound messaging campaigns aligned to GTM strategy, resulting in increased engagement and qualified pipeline creation.
- Spearheaded the implementation, training, and administration of key sales technologies ensuring full adoption and operational efficiency.
- Served as the primary sales tech stack trainer and administrator, driving tool adoption and alignment across SDR, Sales, and Marketing teams.
- Partnered cross-functionally with Revenue Operations, Marketing, and Sales Enablement to optimize lead qualification processes and streamline handoff workflows.
- Consistently used data-driven analysis to refine outbound motions, track SDR performance, and improve overall pipeline conversion metrics. Created Global Salesforce Dashboard to track and report on SDR, Sales and Account manager metrics (track and manage reporting and dashboard across sales org).
Global Acquisition Sales Development Director
Skillsoft
11.2023 - 12.2024
- Lead strategic planning and execution - develop, implement and refine the global sales development strategy to achieve company objectives
- Regularly report on team/individual results - lead quantity, quality, revenue - QBR’s
- Establish scalable processes, workflows and best practices for lead generation, nurturing and hand off to the sales team
- Set performance metrics and manage KPI’s
- Recruit, onboard and manage a global team of SDR’s and SDR Managers
- Identify and make recommendations for improvement in the areas of Process, Efficiency, Productivity that leads to increased revenue
- Work closely with Sales Leaders and Reps to ensure Lead Quality/Quantity and proper follow-up and teamwork
- Developing and executing Global marketing strategies, collateral and campaigns.
- Provide coaching, mentorship and professional development opportunities
- Sales tool implementations
- Created Salesforce dashboard to track team metrics
Sales Development Manager - Growth/Acquisition/ FED/ SLED North America
Skillsoft
04.2022 - 11.2023
- Manage team KPI's and drive top of the funnel sales activity that increase potential revenue for the company. Increased SQL volume in FY24 by 123% and pipeline 101.4%.
- Job duties include:
- Developing and executing marketing strategies, collateral and campaigns.
- Cultivate sales target lists and implement a top-down strategy targeting Owners/C- level/Directors
- Recruit, onboard and manage a global team of SDR’s and SDR Managers
- Regularly report on Team/Individual Results - Lead Quantity, Quality, Revenue
- Work closely with Marketing on defining Campaign follow-up and reporting
- Created Global Salesforce dashboard to track metrics
- Work closely with Sales Leaders and Reps to ensure Lead Quality/Quantity and proper follow-up
- Work closely with GTM Operations to make recommendations on process improvements
- Identify and make recommendations for improvement in the areas of Process, Efficiency, Productivity that leads to increased revenue
HPOS Direct Sr. Manager, SDR/BDR
Heartland Retail
08.2021 - 04.2022
- Red Diamond Level Achiever
- Manage and develop existing and new partnerships with retail consultants and products to generate new business for Heartland Retail.
- Design and execute external Partnership promotional spotlight campaign with BDR/SDR team (Retail consultants, loyalty integration)
- Build and develop an SDR/BDR team
- Manage internal partnerships - cross-sell functions
- Design training collateral and tutorials for the sales process, sales tools and outbound prospecting
- Build outbound strategies, lists and collateral for business development and sales team, enable, track progress through dashboard reporting and campaigns.
- Utilize Hubspot to create lead forms and workflows, marketing collateral and promotional emails for the sales department, Design content, implement and train outbound sales strategies for business development team during weekly workshops
- Create and utilize onboarding materials for Business Development team
- Track team KPI’s and lead generation for sales and business development teams and present in monthly leadership meeting
- Frontline for the sales team, qualify outbound and inbound suspects, and prospects into convertible leads - SMB/Mid-Market and Enterprise
- Contact outbound and inbound retail - SMB, Midmarket and Enterprise
- Full cycle sales
- Leverage Salesforce CRM to log activity and provide clear and detailed account notes
- Closely follow progression of leads to ensure Account Teams are following up in a timely manner
- Developed compelling messaging, product and competitive knowledge, developed an “elevator pitch” to secure the interest of suspects and prospects. Adeptly answer product questions and provide relevant benchmarks against competitors
- Consistently hit and exceed KPI’s
HPOS Sr. Strategic Sales Executive
Heartland Retail
08.2020 - 08.2021
- Grow and develop an existing outbound business development and partnerships team
- Design training collateral and tutorials for the sales process, sales tools and outbound prospecting
- Build outbound strategies, lists and collateral for business development and sales team, track progress through dashboard reporting and campaigns.
- Utilize Hubspot to create lead forms and workflows, marketing collateral and promotional emails for the sales department, Design content, implement and train outbound sales strategies for business development team during weekly workshops
- Create and utilize onboarding materials for Business Development team
- Trak team KPI’s
- Frontline for the sales team, qualified suspects, and prospects into convertible leads.
- Contact outbound and inbound retail - SMB, Midmarket and Enterprise
- Leverage Salesforce CRM to log activity and provide clear and detailed account notes
- Closely follow progression of leads to ensure Account Teams are following up in a timely manner
- Full cycle sales
- Developed compelling messaging, product and competitive knowledge, developed an “elevator pitch” to secure the interest of suspects and prospects. Adeptly answer product questions and provide relevant benchmarks against competitors
- Consistently hit and exceed KPI’s
HPOS Strategic Sales Executive
Heartland Retail
06.2020 - 08.2020
- Post acquisition duties - connection with other sales departments (processing, payments) and educate teams on product and facilitate lead share activities
- Identify and develop SalesLoft as an outbound sales tool. Create processes for the team, design collateral and execute the use for sales and business development.
- Frontline for the sales team, qualified suspects, and prospects into convertible leads.
- Contact outbound and inbound retail - SMB, Midmarket and Enterprise
- Leverage Salesforce CRM to log activity and provide clear and detailed account notes
- Closely follow progression of leads to ensure Account Teams are following up in a timely manner
- Developed compelling messaging, product and competitive knowledge, developed an “elevator pitch” to secure the interest of suspects and prospects. Adeptly answer product questions and provide relevant benchmarks against competitors
- Consistently hit and exceed KPI’s
Business Development Executive
Heartland Retail (Formerly Springboard Retail)
06.2019 - 06.2020
- Frontline for the sales team, qualified suspects, and prospects into convertible leads.
- Contact outbound and inbound retail - SMB, Midmarket and Enterprise
- Leverage Salesforce CRM to log activity and provide clear and detailed account notes
- Closely follow progression of leads to ensure Account Teams are following up in a timely manner
- Developed compelling messaging, product and competitive knowledge, developed an “elevator pitch” to secure the interest of suspects and prospects. Adeptly answer product questions and provide relevant benchmarks against competitors
- Consistently hit and exceed KPI’s
Account Manager
ADP
Tampa, FL
12.2016 - 06.2019
- Identifying and cultivating new prospects from small to major accounts within a specific territory, strategically collaborating with internal partners to cross- sell into existing accounts and effectively close sales for ADP’s cloud based HR solution.
- Full cycle sales
- Focus on cold calling and foot prospecting small and medium sized businesses within my given territory
- Identifying net new business
- Creating and executing sales contacts
- Awards:
- Rookie of the month Gulf Atlantic Division (ADP) - June 2016 130% of quota
- September 2016 118% of quota
- Top sales team member of the month December 2016 (ADP) 129% of quota
Business Development Manager
Randstad Professionals
Tampa, FL
05.2017 - 05.2019
- With a specialization in finance and accounting, the main focus of this role was building, managing, qualifying, and maintaining a database of clients and prospects that is aligned to the business opportunity in the market.
- Working with hiring managers and assisting in finding the best human capital for their organizations, which impacts their productivity and profitability
- Outbound prospecting (cold calling and foot prospecting)
- Creating my own individual marketing campaigns to promote top candidates in the market
- Identifying current customers needs within their accounting and finance department
- Presenting solutions to prospects
- Creating and executing sales contracts
- Nurturing relationships
National Sales Director
Brides Against Breast Cancer
Sarasota, FL
03.2014 - 08.2015
- Developing and managing new national fundraising division “Celebrity Networking”.
- Recruit, create a training structure/ conduct new hire trainings for “National Events Coordinators” who handled national inside and outside sales and marketing.
- Managing 3 sales teams, (National Events Coordinators, Inside Vendor Event Coordinators (inside sales call center) and Outside National Bridal Event Coordinators.
- In charge of booking 100 “Celebrity Networking” National Events, finding donated food and alcohol, implementing the correct licensing per state requirement for our events.
- Creating and implementing a structure including national sales packages for vendors, local and national event sponsors, local and national media sponsors
- Create yearly budget
- Sell and manage media promotions for all 100 National Events and ensure that all 120 national bridal events have media partners secured and accounts
- Managing all 120 Bridal expos and 100 Events nationally hitting sales quota and continuing to increase the bottom line.
National Community Relations Director
Brides Against Breast Cancer
Sarasota, FL
05.2013 - 03.2014
- Recruiting, training and developing and managing two sales teams including inside Vendor Sales Coordinators and outside National Bridal Show Coordinators.
- Creating and implementing an on-boarding and continuous training structure, handling performance reviews, building sales packages for vendors and media sponsors - local and national
- Creating sales teams, yearly budget, providing PR training to outside National Show Coordinator for media appearances and interviews
- Ensuring all 120 bridal expos have online/ magazine promotions, handling national promotional partnerships with magazines and online websites, managing bridal expos and events nationally and fundraising.
National Bridal Show Coordinator
Brides Against Breast Cancer
Sarasota, FL
04.2012 - 05.2013
- Coordinating and hosting bridal expos nationwide
- Spokesperson in market handling media promotions on local new, radio stations and magazine publications
- Identifying and cultivation national and Local vendor/ partners through inside and outside sales prospecting
- Handling all logistics for events including working with venue coordinator on floor-plan and day of event set up finding donated food and beverages for event from local providers
- Creating partnerships and finding donated promotions for event in the local area from magazines, radio stations, other bridal events to promote the event
- Build attendee list, recruit local volunteers to help with event set up and during event through web postings and social media, set up bridal gown sales floor to attract buyers and produce wedding gown sales in each market.
- Responsible for 22 events per year.
- Built (interview, hired and trained up) 3 sales teams of 7 employees including one inside sales team and two outside sales teams.
- Increased sales by 82% over a two year period.
Social Media & Junior Event Coordinator
Brides Against Breast Cancer
Sarasota, FL
01.2012 - 04.2012
- Managing and adding researched reader based content for multiple social media accounts including Facebook, twitter, Pinterest for fundraising divisions.
- Assisting with logistics and inside/ outside sales with event sales quota for local fundraising events.
Radio Station Intern
Clear Channel Radio
Tampa, FL
05.2010 - 12.2010
- Show research & preparation for co-hosts on daily word/national/local and entertainment news.
- Answering phones and speaking to listeners, providing insight into topics on-air, greeting guests to be interviewed
- Assisting co-hosts with clerical duties.
Education
Bachelor of Arts - Mass Communications
University of Tampa
Tampa, FLSkills
- Adaptability
- Ability to Work in a Team
- Analytical Thinking Skills
- Leadership
- Ability to Work Under Pressure
- Communication and Presentation
- Creative Problem Solving
- Initiative and Problem-solving Abilities
- Problem Solving Skills
- Decision Making
- Apollo - Gong- Salesforce - Salesloft - Outreach - Sales Engagement - Natterbox - Koncert - LinkedIn SalesNav - Zoominfo - Bullhorn - Hubspot - Intercom - Excel - PowerPoint - MS Office - Slack - 6Sense
Websites
Certification
- LinkedIn SalesNav Instruct Certified
- Sandler Sales Certified
- MEDDPICC Certified
- Skillsoft Leadership Training Certified
Timeline
Global Sales Development Director
SAI360
12.2024 - Current
Global Acquisition Sales Development Director
Skillsoft
11.2023 - 12.2024
Director, North America Small Business Sales & Global Sales Development
SAI360
08.2023 - Current
Sales Development Manager - Growth/Acquisition/ FED/ SLED North America
Skillsoft
04.2022 - 11.2023
HPOS Direct Sr. Manager, SDR/BDR
Heartland Retail
08.2021 - 04.2022
HPOS Sr. Strategic Sales Executive
Heartland Retail
08.2020 - 08.2021
HPOS Strategic Sales Executive
Heartland Retail
06.2020 - 08.2020
Business Development Executive
Heartland Retail (Formerly Springboard Retail)
06.2019 - 06.2020
Business Development Manager
Randstad Professionals
05.2017 - 05.2019
Account Manager
ADP
12.2016 - 06.2019
National Sales Director
Brides Against Breast Cancer
03.2014 - 08.2015
National Community Relations Director
Brides Against Breast Cancer
05.2013 - 03.2014
National Bridal Show Coordinator
Brides Against Breast Cancer
04.2012 - 05.2013
Social Media & Junior Event Coordinator
Brides Against Breast Cancer
01.2012 - 04.2012
Radio Station Intern
Clear Channel Radio
05.2010 - 12.2010
Bachelor of Arts - Mass Communications
University of Tampa