Carli DeCarlo
Tampa,Fl
Summary
Dynamic leader with a proven track record at Primo Brands, adept in contract negotiation and team building. Spearheaded innovative sales strategies, achieving a 30% revenue increase and significant market penetration. Recognized for excellence with the Spotlight 2X Market Growth Winner 2019, demonstrating exceptional brand management and revenue growth skills.
Overview
11
11
years of professional experience
Work History
National Sales Manager
Primo Brands
Tampa, Fl
01.2019 - Current
- Company Overview: formerly Nestlé Waters and BTB, www.primobrands.com.
- Manages 3rd Party Alternate Sales Channel responsible for delivering data excellence and end-to-end analytic solutions to drive the operations and growth of our business through national footprint
- Stood up residential program, nationally
- Implemented door to door channel to acquire 200K+ acquisitions, $36MM in Revenue, up $5MM, increase of 30% vs PY
- Manage and determine the strategic course of action to increase profitability and consumer engagement through Retail Clubs and programs (Sam’s Club, BJ’s), Navy Exchange, and Easter Seals.
- Sam's Club $49M Revenue (88% Increase vs PY), 173K Adds
- BJ's $18M Revenue (38% Increase vs PY), 66K Adds
- Negotiates agreements with retail partners to maximize profitability and brand exposure
- Own P&L of strategic business unit representing majority of new customer growth; manage broker/3rd party business development from strategic planning to field execution consisting of 450 sales associates
- Develop reporting mechanisms and lead multi-stakeholder executive reviews (Marketing, Product Innovation, Finance, Operations, Sales, and Customer Service) that define growth tactics, align on compelling value proposition, track performance relative to customer acquisition and retention and solve for areas of concern
- Analyze quantitative (marketing ROI, prospect, and sales projections, etc.) and qualitative (competitive strategies and customer relationship management, etc.) measures to inform tactical growth pans and long- term strategy
- Owns campaign relationships with USPS MyMove, Bryant Park, Penn Station, and LinkNYC
- Garner actionable insights and business trends to share cross functionally to drive the business; including bad debt, cancels, skips and rate at inception
- Spotlight 2X Market Growth Winner 2019
Director of Retail Sales
Hotwire Communications
Fort Lauderdale, Fl
01.2014 - 01.2019
- Housed all residential teams under my umbrella to focus on comprehensive customer acquisition strategy and execution
- Created the new construction tele-sales team
- Doubled revenue at $8MM by mid- year against previous
- 147% against Daily Run Rate target, 104% retention and delivered 63% year over year growth in sales
- Analyzes subscriber penetration to determine position and strategy in market
- Noted for driving dramatic increase in positive product awareness by joining Builder’s Associations, participating in Sales Councils, and developing relationships with home builders and developers
- Capitalized on sales opportunities with University of South Florida and Mercedes Benz
- Initiated, secured, and maintained fruitful partnerships with company heads to advance Verizon sales well beyond assigned territory at U-Haul, Beef O’Bradys, Marcos Pizza, Captiveyes and Localadface (Digital Advertising), The Green Can and Free Green Can, Four Green Fields Running Club, Kona Ice, Aveda Salon, Red Bull, Burger 21, and Sam’s Club
- Acting Regional Marketing Manager 2013
- Promoted to drive top-of-mind awareness with single family developers, agents, and builders to gain referral business
- Present FiOS features and benefits focusing on advantage over competitor’s products
Education
M.B.A. -
University of Phoenix
Tampa, FlBachelors - Exercise Science and Human Development
Bowling Green State University
Bowling Green, OhMaster Executive Cert. - Business and Tactical Marketing
University of Florida
Tampa, FlSkills
- Contract Negotiation
- Retail Channel Strategy & Execution
- Budget, Planning & Forecasting
- Brand Management
- Team Building
- Project & Program Management
- Revenue Growth
- Consumer Relations & Engagement
- Time Management
- New Business Acquisition
- Market Penetration
- KPI Tracking
Websites
Accomplishments
- Chosen for Director Mentor Program, 01/01/13
- Chosen for Verizon Women’s Leadership Forum, 01/01/13
- Chair of Entrees Committee
- Best Practices Award, 01/01/12
- Headed Toy Drive for Miami Children’s Hospital and Broward Humane Society
References
References available upon request.
Timeline
National Sales Manager
Primo Brands
01.2019 - Current
Director of Retail Sales
Hotwire Communications
01.2014 - 01.2019
M.B.A. -
University of Phoenix
Bachelors - Exercise Science and Human Development
Bowling Green State University
Master Executive Cert. - Business and Tactical Marketing
University of Florida
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