Barry McCaffrey
New York City,New York
Summary
Accomplished Vice President of Sales with a progressive industry background and decisive leadership style. Offers strategic planning abilities, background in change management and forward-thinking mindset. Ready for challenges and focused on meeting future demands.
Overview
34
34
years of professional experience
Work History
Vice President of Sales, Professional Channels
BABOR BEAUTY GROUP AMERICAS
04.2021 - Current
- Recruit and develop 'best in class' Regional Manager team in the US and Canada, resulting in average +20% growth YOY, with high team retention
- Drive business development with key accounts including Woodhouse Spas, Montage Hotels, Hilton, Marriott, Omni, Mii Amo and Canyon Ranch resulting in new business growth of 30% in the first 2 years
- Direct distributor sales and marketing activity in the Caribbean, Central America and Congo, leading cross functional teams to the completion of successful projects resulting in exponential growth.
- Develop new revenue stream in the MED SPA Channel by identifying growth opportunities, forging strategic partnerships and creating sales and marketing structure to support targeted goals.
- Key player in recruitment of hotel and destination spa business globally, supporting the German corporate teams in targeting and structuring agreements with global hospitality brands.
SENIOR VICE PRESIDENT, SPA SALES
NATUROPATHICA HOLISTIC HEALTH
01.2016 - 01.2020
- Brought on board to improve the company’s highest revenue producing channel in preparation for eventual sale
- Skyrocketed sales 66% in first 2 years, bringing revenue to $8M
- Slashed overall support costs while boosting sales by creating new sales and marketing strategy for the division
- Opened 60+ new high-profile, high-volume doors in first year valued at nearly $1M in sales by recruiting and directing 13-member best-in-class sales, education, and marketing team
- Supported 18% growth rate in 2018 by spearheading online educational programming as leader of education team.
SENIOR ACCOUNT EXECUTIVE
CLARISONIC, L’OREAL LUXE DIVISION
01.2014 - 01.2016
- Recruited by Sales Director to manage the company’s highest visibility and highest revenue-generating territory
- Pushed sales in tri-state territory 83% in 2 years, nearly doubling revenue from $1.2M to $2.2M
- Built revenue and visibility of brand by heading industry-leading dermatologist group to present new products and services to their patients.
NATIONAL SALES DIRECTOR, SPA DIVISION
CLARINS PARIS
01.2010 - 01.2013
- Sought out by Clarins to spearhead the development of a new spa division and lead the company to premier positioning in the US spa products marketplace
- Revitalized Spa Branding and Expanded Brand Appeal to younger markets by leveraging Clarins’ historic beginnings in the spa industry
- Retooled Marketing Strategy from Retail to Spa Channel; created training and support systems
- Expanded Existing Spa Channel to include distribution to independent accounts serving world-class destinations Red Mountain Spa, Four Seasons Houston, St Regis Bora Bora, and Ritz Carlton Toronto
- Secured Co-Branded Agreement with Miraval Arizona, then the highest-grossing spa in the company’s independent profile
- Produced 18% Average YoY Product Sales Growth at Flagship Manhattan Skin Spa.
VICE PRESIDENT OF SALES & MARKETING
COMFORT ZONE
01.2003 - 01.2010
- Recruited as the company’s sole US-based executive to direct North American Operations of this premium spa service retail product manufacturer
- Turned Around Entire US Distribution Strategy to address underperforming sales; conversion from distributorships to direct sales strengthened interest and sales for exclusive high-end product
- Grew Sales from $300K to $3M+ annually
- Enhanced Global Brand Advocacy through Distributor Support and Education by spearheading creation of the company’s first International Congress of distributors for product launches and training
- Developed Company’s First Worldwide Quarterly Sales Promotion Program
- Raised Worldwide Brand Visibility by partnering with Hyatt, Westin, and St Regis.
Vice President of Global Marketing & Business Development
SARKLI REPÊCHAGE LTD.
01.1990 - 01.2003
- Led global marketing enterprise supporting distribution of premium skin care products to 15,000+ salons in US, Europe, Asia, and the Middle East, growing annual revenue from $500K to $20M
- Developed and marketed collections representing 25% of company business since 1996
- Created Premium Facial Care Line, then the No 1 selling product line in the company’s history
- Launched and Managed Flagship Day Spa, creating merchandising and theater to support a unique experiential marketing approach that drove retail sales of premium product lines.
Education
Bachelor of Science (BS) Marketing, Concentration in Fashion and Related Industries. -
Fashion Institute of Technology
New York, New YorkSkills
- Brand Presentation & Ambassadorship
- Brand Positioning for Strong Market Capture
- Strategic Planning for Long Term Sales Growth
- Building Team & Consumer Brand Enthusiasm
- Staff Development & Training
- Future Leadership Development
- Product & Brand Education
- Distributor Network Development & Support
Career Milestones
- CHANNEL IMPROVEMENT: Refocused highest revenue-producing channel for Naturopathica Holistic Health, boosting sales 66% in first 2 years.
- MARKET CAPTURE EXPANSION: Retooled Clarins Paris marketing strategy for entry into world-class luxury destination spa market.
- SALES STRATEGY TURNAROUND: Revamped US distribution strategy for Comfort Zone, growing sales from $300K to $3M+.
- THEATER DEVELOPMENT: Developed theater concepts and merchandising to create a unique guest experience and drive retail sales of premium products for Sarkli Repêchage-branded spa.
Additional Information
International Spa Association Board Member, 2022 to present
Timeline
Vice President of Sales, Professional Channels
BABOR BEAUTY GROUP AMERICAS
04.2021 - Current
SENIOR VICE PRESIDENT, SPA SALES
NATUROPATHICA HOLISTIC HEALTH
01.2016 - 01.2020
SENIOR ACCOUNT EXECUTIVE
CLARISONIC, L’OREAL LUXE DIVISION
01.2014 - 01.2016
NATIONAL SALES DIRECTOR, SPA DIVISION
CLARINS PARIS
01.2010 - 01.2013
VICE PRESIDENT OF SALES & MARKETING
COMFORT ZONE
01.2003 - 01.2010
Vice President of Global Marketing & Business Development
SARKLI REPÊCHAGE LTD.
01.1990 - 01.2003
Bachelor of Science (BS) Marketing, Concentration in Fashion and Related Industries. -
Fashion Institute of Technology
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