Cari A. Waters
Orlando,FL
Summary
Dynamic and results-driven Executive Sales Leader with a proven track record of managing multi-region operations, sales strategy, and high-performing teams spanning large geographically diverse territories. Adept at driving revenue growth, optimizing distribution channels, and executing strategic business plans to exceed corporate objectives. Skilled in leading managers while engaging in succession planning and professional development, placing a strong emphasis on talent retention and team advancement. Possesses expertise in P&L management, incentive compensation structures, and budget oversight to ensure operational efficiency and profitability. Showcases savviness as a strategic thinker with extensive experience in contract negotiation, stakeholder engagement, and cross-functional collaboration at the executive level. Passionate about industry advocacy, safety compliance, and diversity initiatives. Recognized for creating a high-performance culture, driving innovation, and delivering measurable business results.
Overview
24
24
years of professional experience
1
1
Certification
Work History
Regional Manager (Florida & Southeast Regions - Distribution & Contractors)
Rain Bird
01.2022 - Current
- Company Overview: A leading global manufacturer and provider of irrigation products and services.
- Elevated to lead two distinct and completely separate regional teams across Florida (excluding the panhandle west of Tallahassee) and the Southeast, including the Florida panhandle, Louisiana, Arkansas, Tennessee, Georgia, and North and South Carolina. Responsible for developing annual strategic plans for each region and presenting quarterly business reports to senior leadership.
- Recipient of a performance-based promotion that resulted in the expansion of duties encompassing two different regions; increased the team from four direct reports to 10, including two Distribution Managers and eight Contract Account Managers.
- Recruits, interviews, hires, and retains high-performing leadership-level talent resources.
- Conducts mid-year and end-of-year performance reviews, ongoing succession planning, and semi-annual professional development evaluations.
- Manages and approves regional spending and expense reports and submissions.
- Drives merit-based compensation increase and variable incentive compensation (VIC) plans.
- Plans and executes regional trade shows, distribution events, and promotional programs with key partners.
- Administers contractor rebate programs and strategic distribution initiatives.
- Travels extensively across the regions to engage with teams, partners, and industry stakeholders.
- Awarded “Take a Bow” recognition in June 2024 for exhibiting a thoughtful and positive demeanor.
- Participated in the ideation surrounding the launch of the Women at Rain Bird Resource Group; fosters a supportive network for professional growth and inclusion within the organization.
- Appointed to the Water Policy Committee to contribute expertise on industry regulations, sustainability initiatives, and strategic water management policies.
- Selected for the Safety Committee—USA & International to enhance workplace safety standards and compliance across global operations.
- Retained all top performers in both regions from 2023 to 2024 while successfully growing revenue across all product areas.
Sales Director
Castagra Products, Inc.
01.2021 - 01.2022
- Company Overview: A manufacturer of sustainable, eco-friendly fluid-applied roof restoration products that are VOC- and BPA-free.
- Developed sales goals and strategies for a team of remote sales representatives throughout the United States and Canada. Recruited, interviewed, hired, and onboarded sales representatives to expand team to 4 independent representatives and 5 direct sales representatives.
- Created and implemented performance metrics as well as quarterly and yearly goals for sales team to set clear expectations and drive productivity.
- Established expense guidelines to control costs and maximize profitability.
- Served as National Account Manager to develop contracts and agreements with national accounts, set up pricing, coordinate projects, and build relationships with major contractors.
- Partnered with Executive Vice President of Business Development to review sales pipeline, capitalize on new opportunities, and optimize sales performance to support business growth.
- Led weekly sales meetings via Zoom to review goals, track performance, and introduce new initiatives.
- Held monthly one-on-one meetings with each sales representative and conducted field visits to evaluate progress, identify needs, and provide individualized coaching and mentoring.
- Collaborated with Operations and Marketing teams to equip sales representatives with necessary tools and resources to enhance sales presentations and better meet customer needs.
- Negotiated special pricing and promotions to capture new business opportunities and increase customer retention; consulted with inside sales team to secure quotes and ensure accurate purchase orders.
- Advised sales representatives on targeted strategies to build customer relationships, uncover sales opportunities, close deals, and grow revenue.
- Ensured compliance with safety standards; required teams to complete OSHA 10 certification and use CompanyCam to visually document roof observations.
Director of Sales
CaraGreen
01.2015 - 01.2019
- Company Overview: A manufacturer and distributor of healthier alternatives to conventional building materials.
- Grew sales team to 4-6 regional sales managers and expanded market reach into multiple new territories through gaining exclusive rights to major brands. Established clear policies, procedures, and expectations for sales department to drive performance and productivity while controlling costs. Called on architects, designers, fabricators, mill workers, and contractors to achieve national brand standard specifications of products.
- Increased annual sales from $1.5M in 2015 to $14M in 2018 and consistently achieved annual sales quotas and pipeline quotas.
- Coached and mentored sales team to improve sales strategies, prospecting, scheduling, and client relations; conducted hands-on training in the field and provided constructive feedback and analysis.
- Decreased travel expenses by 30% by creating expense standards and consistent expense reporting process.
- Developed and implemented comprehensive onboarding program including sales enablement training.
- Held weekly meetings to review sales performance and identify opportunities for improvement.
- Collaborated with marketing team to facilitate new product launches and increase product knowledge.
- Led engaging sales presentations to secure placement of products in fabricator showrooms and trained staff on benefits and specifications.
- Liaised with manufacturers to obtain exclusive rights to key products in assigned territories.
Architectural Specialist—Southeast
ARDEX Americas
- 01.2014
RFP Specialist, Regional Sales Manager
Agilysys
01.2013 - 01.2014
Sales Consultant – Northern Virginia
DynaVox Technologies
01.2010 - 01.2011
- Increased sales 102% above quota for 2010-2011.
Southeastern Territory Sales Manager
Pittsburgh Corning Corporation
01.2007 - 01.2008
- Drove territory sales through weekly training with PC distributors, contractors, and A&D professionals.
Southeastern Territory Sales Manager
Pittsburgh Corning Corporation
01.2007 - 01.2008
- Drove territory sales through weekly training with PC distributors, contractors, and A&D professionals.
Regional Sales Manager
Architectural Brass
01.2004 - 01.2007
- Grew territory sales from $300k to $1.5M within 3 years.
Architectural Sales Representative
Zumpano Enterprises, Inc.
01.2002 - 01.2004
- Finished 120% above quota for Q3 2003 and 180% above quota for Q4 2003.
Architectural Sales Representative
Zumpano Enterprises, Inc.
01.2002 - 01.2004
- Finished 120% above quota for Q3 2003 and 180% above quota for Q4 2003.
Education
Bachelor of Science - Interior Design
Florida State University
Tallahassee, FloridaSkills
- Sales process optimization
- Key account targeting
- Profitability optimization
- Competitive analysis
- Sales reporting
- Operating procedures and policies
- Sales training and leadership
- Revenue growth
- Decision-making
- Team recruiting and onboarding
Affiliations
National Women in Roofing (NWiR), Membership Committee Member; Member, 2021-01-01, 2023-01-01
Certification
OSHA 10
Timeline
Regional Manager (Florida & Southeast Regions - Distribution & Contractors)
Rain Bird
01.2022 - Current
Sales Director
Castagra Products, Inc.
01.2021 - 01.2022
Director of Sales
CaraGreen
01.2015 - 01.2019
RFP Specialist, Regional Sales Manager
Agilysys
01.2013 - 01.2014
Sales Consultant – Northern Virginia
DynaVox Technologies
01.2010 - 01.2011
Southeastern Territory Sales Manager
Pittsburgh Corning Corporation
01.2007 - 01.2008
Southeastern Territory Sales Manager
Pittsburgh Corning Corporation
01.2007 - 01.2008
Regional Sales Manager
Architectural Brass
01.2004 - 01.2007
Architectural Sales Representative
Zumpano Enterprises, Inc.
01.2002 - 01.2004
Architectural Sales Representative
Zumpano Enterprises, Inc.
01.2002 - 01.2004
Architectural Specialist—Southeast
ARDEX Americas
- 01.2014
Bachelor of Science - Interior Design
Florida State University
Personal Information
Title: Multi-Regional Sales Executive
Take A Bow Award
June 2024 for exhibiting a thoughtful and positive demeanor.
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