Cheryl Latvala
Marlton,NJ
Summary
Performance-oriented sales leader offering exceptional record of achievement over 15-year career. Tenacious director with strategic and analytical approach to solving problems, bringing in influencers and accomplishing profit targets. Talented in identifying and capitalizing on emerging market trends and revenue opportunities dedicated to senior living and its evolving culture.
Overview
12
12
years of professional experience
Work History
District Sales Director
Brookdale Assisted Living
09.2020 - Current
- Direct all business development and marketing activities in assigned communities to develop and Implement programs focused on growth of clinical care revenue, patient census, and partnering opportunities.
- Drive performance of all aspects of business development and marketing efforts for assigned region, and supports our mission by overseeing revenue, referrals, admissions, patient census, and growth strategies
- Established district revenue generating strategies for assigned communities to include (IL/AL/MC) focused on driving census growth.
- Directed and motivated internal and external sales team to increase revenue from 52% to 96.40% for four Brookdale Senior Communities.
- Maintaining strong, positive working relationships with key clinical team members and consultants to effectively position all clinical assessments, programs, and services to increase growth and revenue opportunities
- Established ambitious sales targets, deployment of selling strategies, and developed quarterly marketing plans to capitalize all revenue opportunities.
- Identify and Solicit prospective resident prospects through trade shows, cold calling, local-area networking events and intentional outreach (Medical/Non-Medical) and paid referrals.
- Collaborated with district marketing teams to execute sales campaigns reach target audiences and increase community BSR and ADI.
- Supportive team direction to identify potential dormant business sources within our area that could effectively increase selling funnel referrals.
- Preparation of monthly forecasting reports, Sales goals, Interact directly influential decision makers to develop trust and compassionate close.
- Maintained required operating procedures used to service residents and families ensuring seamless and successful move-in transition.
- Vast experience within Healthcare guidelines, state reportable's and community compliance.
- Outstanding internal and external reputation with clinical team to ensure all departments work cohesively during assessments.
- Accompanies region's Operations Directors, Clinical Managers/Directors, and/or Business Development staff in customer calls, program/project implementations, and service recovery.
- Established pricing strategies to maintain competitive pricing and maximize profit BSR upselling.
- Managed team of sales representatives, providing guidance, coaching, counseling and support.
- Exceeded sales quotas and increased profitability through effective sales strategy and business planning.
- Established, achieved KPI 'S for district team and individual performance through teamwork and focus on customers.
- Held one-on-one meetings with sales team members to identify selling hurdles and offered insight into best closing remedy.
- Recruited, interviewed and hired sales employees and implemented mentoring program to promote positive feedback, engagement and retention.
- Foster external business development relationships between referral sources to include, APFM, Caring.com, Oasis, and CarePatrol.
Director of Sales and Marketing
Pyramid Hotel Group
02.2016 - 01.2020
- Achieved record breaking catering and group sales goals for 350 unit and 75,000 square feet of function space.
- Identifies and facilitates implementation of marketing-related events for assigned Region, both internal and external, such as events and other hospitality events on a regular basis to foster positive community relations and to provide service to the geriatric community
- Developing and executing effective sales strategies to maximize hotel and catering sales revenue.
- Establishes and promotes performance expectations for direct reports to understand and demonstrate excellence through high quality and consistent performance
- Continually analyzes accounts and markets to determine changing sales potential, ensuring Business Development Teams are adapting to meet the needs of these changes.
- Managed sales promotions and marketing strategies on major social media sites.
- Cultivated and maintained strategic alliances with key partners and vendors.
- Achieved sales goals and service targets by cultivating and securing new customer relationships.
- Analyzed sales and marketing data for improved strategies.
- Track and analyzes market and performance trends of the Business Development Teams to identify and proactively capitalize areas of opportunity.
- Promotes relationship building, sales, and marketing efforts through public speaking engagements.
Director of Sales and Catering
Remington Hotels
01.2013 - 01.2016
- Managed sales promotions and marketing strategies on major social media sites.
- Cultivated and maintained strategic alliances with key partners and vendors.
- Achieved sales goals and service targets by cultivating and securing new customer relationships.
- Analyzed sales and marketing data for improved strategies.
- Demonstrated products to show potential customers benefits and advantages and encourage purchases.
- Engaged in product training, demonstrations, consumer awareness, branding, and acquisition initiatives to raise awareness and revenues.
- Communicated product quality and market comparisons by creating sales presentations.
- Compiled and analyzed data to determine approaches to improve sales and performance over 38% of increased revenue.
- Boosted marketing, reviewed pricing strategies and expanded distribution channels to increase sales revenue.
- Organized promotional events and interacted with community to increase sales volume.
- Liaised with sales, marketing, and management teams to develop solutions and accomplish shared objectives.
- Enhanced profitability by developing pipelines utilizing marketing and sales strategies.
- Increased profit margins by effectively controlling budget and overhead and optimizing product turns.
- Increased sales volume and expanded product line to new vendors and referrals.
- Held one-on-one meetings with sales team members to identify selling hurdles and offered insight into best remedy.
- Exceeded sales quotas and increased profitability through effective sales strategy and business planning.
- Built relationships with customers and community to establish long-term business growth.
Education
Associate of Applied Science - Hospitality Administration And Management
Johnson & Wales University
Providence, RIBachelor of Arts - Business Communication
Cornell University
Ithaca, NY05.2008
Skills
- Resident Census Growth
- Objection and Solution handling
- Brand-building strategies
- Sales funnel management and territory growth
- Sales analytics
- Customer Acquisition and Retention
- Market intelligence and Competitive Intelligence
- Fast Pace Adaptability
Accomplishments
- 2021/2022/2023/2024 Rick Wigginton Presidents Club and Chairman's Club by exceeding community revenue goals and NOI.
- 2024 Best Senior Living Sales Director (Philadelphia Magazine)
- 2023 - 2024 Best Senior Living Community (Philadelphia Style Magazine)
- 6 time Millionaire Revenue Achievement Award via Pyramid Hospitality Group under the
- Achieved and maintained over 95% from 2021 through 2024 (Current)
- Top 10 finalist Fab over 40 Women Achievement in Business.
Affiliations
- Camden County Network Connections
- HCANJ-Health Care Association of New Jersey
- Burlington County Network Business Connection
- Alzheimer's Association
Timeline
District Sales Director
Brookdale Assisted Living
09.2020 - Current
Director of Sales and Marketing
Pyramid Hotel Group
02.2016 - 01.2020
Director of Sales and Catering
Remington Hotels
01.2013 - 01.2016
Associate of Applied Science - Hospitality Administration And Management
Johnson & Wales University
Bachelor of Arts - Business Communication
Cornell University
Similar Profiles
Sheri WileySheri Wiley
Licensed Practical Nurse at Brookdale Assisted LivingLicensed Practical Nurse at Brookdale Assisted Living
Aubrey PriceAubrey Price
Caregiver at Brookdale Assisted LivingCaregiver at Brookdale Assisted Living
Cheri Maria-RodriguezCheri Maria-Rodriguez
Resident Engagement Manager at Brookdale Assisted LivingResident Engagement Manager at Brookdale Assisted Living