Benjamin Parra
Kansas City,MO
Summary
Results-driven Enterprise Sales and Operations Executive with 15 years of leadership in the lighting industry. Demonstrated success in driving top-line growth across multi-channel distribution, managing full P&L, and scaling operations from startup to $10M+. Focused on fostering manufacturer partnerships and executing customer-centered strategies to enhance business performance.
Overview
15
15
years of professional experience
Work History
President
Rensen House of Lights
Kansas City, MO
08.2024 - Current
- Full executive leadership of $8M lighting distribution business with 25 employees.
- Delivered 17% revenue growth in first year while maintaining strong gross margins.
- Own complete P&L performance including forecasting, pricing strategy, purchasing, and inventory optimization.
- Led integrated sales structure across outside sales, inside sales, marketing, customer experience to improve collaboration and effectiveness.
- Negotiated vendor agreements that secured growth incentives and enhanced strategic positioning in the market.
- Directed multi-channel marketing initiatives that increased brand visibility and showroom traffic.
- Strengthened builder channel relationships through participation in Home Builders Association (HBA).
- Expanded designer engagement through active involvement with American Society of Interior Designers (ASID).
- Foster culture of accountability, collaboration, and customer-focused execution.
General Manager
Lights Fantastic
04.2013 - 08.2024
- Launched and scaled flagship showroom operation from inception to $10M+ annual revenue within 36 months.
- Built business from zero to eight-figure revenue through disciplined sales strategy and aggressive market penetration.
- Managed full P&L accountability, overseeing staffing, vendor partnerships, pricing, and marketing strategies.
- Designed high-performance sales culture with structured accountability and measurable performance standards.
- Developed dominant builder and interior designer pipeline driving sustained referral and repeat revenue.
- Enhanced manufacturer partnerships through collaborative growth planning and successful promotional execution.
- Achieved industry and regional awards for showroom innovation and excellence in customer experience.
Regional Manager / Western Builder Sales Manager
Lee Lighting / Progressive Lighting
Frisco, TX
11.2010 - 03.2013
- Led 50+ employees in sales and operations across western territory, driving team alignment and performance.
- Increased territory revenue from $7.5M to nearly $9.5M in just over two years.
- Implemented structured training and performance systems to elevate sales productivity.
- Identified and developed new revenue streams, enhancing growth across builder channels.
- Oversaw key national accounts west of the Mississippi, collaborating with independent manufacturer rep agencies to strengthen and expand relationships.
Education
Bachelor of Arts - Business
University of Kansas
Lawrence, KS01.1999
Skills
- Financial forecasting
- P&L management
- Business development
- Contract negotiation
- Brand management
- Customer relationship management
Core Executive Competencies
- Enterprise Sales Strategy
- Multi-Channel Go-to-Market Leadership
- P&L Ownership & EBITDA Focus
- Revenue Growth Acceleration
- Independent Rep Agency Collaboration
- National Account Development
- Pricing Strategy & Vendor Negotiation
- Forecasting & Sales Analytics
- Customer Experience & Retention
- Builder & Designer Channel Expansion
- Marketing Integration & Brand Positioning
- Team Development & Performance Culture
Timeline
President
Rensen House of Lights
08.2024 - Current
General Manager
Lights Fantastic
04.2013 - 08.2024
Regional Manager / Western Builder Sales Manager
Lee Lighting / Progressive Lighting
11.2010 - 03.2013
Bachelor of Arts - Business
University of Kansas