Canduce Wiley
Redding,CA
Summary
Versatile and goal-driven executive leader with over 15 years of success in both operations and marketing leadership. Expert at optimizing business performance, streamlining workflows, and leading high-impact marketing strategies. Demonstrated ability to align operational efficiency with brand positioning to drive revenue growth, customer engagement, and market share. Equipped with a deep understanding of cross-functional management, financial oversight, and integrated marketing campaigns. Known for energizing teams, elevating brand presence, and executing scalable systems that fuel long-term business success.
Overview
21
21
years of professional experience
Work History
Chief Financial Officer
Norcal Forest Resouces, Inc
Burney, CA
01.2024 - 12.2024
- Lead strategic financial planning and budgeting initiatives to support long-term business growth.
- Implement corrective actions on operational inefficiencies to maximize profitability.
- Oversaw external audits and implemented audit recommendations for improved compliance.
- Maintained fiscal accountability through P&L management and financial reporting.
Account Executive | Payroll Accounts Officer
West Coast Trucking
Redding, CA
02.2013 - 12.2022
- Developed client relationships and executed sales strategies to drive new business.
- Managed payroll processing, employee records, W-2s/1099s, and tax filings with full confidentiality.
- Conducted financial reconciliations and ensured regulatory compliance.
Chief Operating Officer
West Coast Trucking
Redding, CA
02.2012 - 12.2022
- Directed daily operations and high-level strategy for company performance and growth.
- Negotiated contracts, optimized financial performance, and led cross-departmental teams.
- Spearheaded organizational restructuring and introduced cost-saving measures.
- Represented the organization at conferences, vendor negotiations, and strategic partnership
Office Manager
RE/MAX
Fortuna, CA
03.2010 - 10.2012
- Managed administrative operations, scheduling, inventory, and customer relations.
- Created streamlined office systems and maintained compliance with regulatory standards.
- Developed detailed project plans and supported budgeting efforts.
Director of Patient Services
Hospice Of Humboldt
Eureka, CA
03.2009 - 06.2011
- Managed multidisciplinary healthcare teams and led regulatory accreditation processes.
- Built strong community partnerships and ensured HIPAA compliance.
- Implemented quality assurance initiatives to improve patient outcomes.
Social Worker
Hospice Of Humboldt
Eureka, CA
08.2008 - 03.2009
- Provided case management and crisis intervention for patients and families.
- Connected clients to community resources and facilitated referrals.
- Advocated for patient rights and maintained accurate documentation.
Director of Sales and Marketing
Hyatt
Sacramento, CA
02.2004 - 07.2008
- Designed and executed marketing campaigns that increased market share.
- Represented company at trade shows and built long-term client relationships.
- Analyzed customer feedback and led successful cross-functional collaboration.
Education
Bachelor Of Business Administration (BBA) - Business Administration (BBA), | Marketing
California State University Sacramento
Sacramento, CA06.2007
Skills
Core Skills
- Leadership & Strategy:
- - Organizational Change Management
- - Cross-Functional Team Leadership
- - Business Process Optimization
- - Strategic Planning & Execution
- - Performance Metrics & KPI Oversight
-
- Operations & Finance:
- - P&L Accountability
- - Budget Development & Forecasting
- - Workflow Automation
- - Financial Reporting
- - Audit & Risk Compliance
-
- Marketing & Growth:
- - Integrated Marketing Strategy
- - Brand Development
- - Digital & Print Advertising
- - Campaign Management
- - Customer Engagement & Retention
-
- Sales & CRM:
- - Sales Funnel Optimization
- - Lead Generation & Conversion
- - Customer Relationship Management (CRM)
- - Contract Negotiation
- - Client Retention Strategies
-
- Technical & Analytical:
- - QuickBooks, ADP, MS Excel (Advanced)
- - Data Analytics & Dashboards
- - Process Improvement Systems
- - CRM Tools: Salesforce, HubSpot
- - Database & Workflow Management
Timeline
Chief Financial Officer
Norcal Forest Resouces, Inc
01.2024 - 12.2024
Account Executive | Payroll Accounts Officer
West Coast Trucking
02.2013 - 12.2022
Chief Operating Officer
West Coast Trucking
02.2012 - 12.2022
Office Manager
RE/MAX
03.2010 - 10.2012
Director of Patient Services
Hospice Of Humboldt
03.2009 - 06.2011
Social Worker
Hospice Of Humboldt
08.2008 - 03.2009
Director of Sales and Marketing
Hyatt
02.2004 - 07.2008
Bachelor Of Business Administration (BBA) - Business Administration (BBA), | Marketing
California State University Sacramento