Summary
Overview
Work History
Education
Skills
Timeline
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Cheryl Twillmann

Cheryl Twillmann

Okatie,South Carolina

Summary

Performance-oriented sales leader offering exceptional record of achievement over 20 year career. Tenacious manager with creative and analytical approach to solving problems, bringing in customers and accomplishing profit targets. Talented in identifying and capitalizing on emerging market trends and revenue opportunities. Sales leader with a focus on mentorship and leading by example. Expert in increasing productivity and customer satisfaction while driving revenues and sales. Understand the importance of cultivating sincere relationships with clients and being involved within the community. Passionate about mentoring others towards their growth, attaining benchmark goals and creating an optimal work environment for the long term development of all members.

Overview

23
23
years of professional experience

Work History

Multi Unit Business Owner/Operator

European Wax Center
01.2013 - 04.2024
  • Oversaw end-to-end business processes to maintain proficiency and profitability.
  • Consulted with customers to assess needs and propose optimal solutions.
  • Served as primary point-of-contact with suppliers and contractors to achieve inventory expectations.
  • Trained and motivated employees to perform daily business functions.
  • Oversaw business budget planning and administration, accounting functions, purchasing, and bi-weekly payroll to handle financial needs.
  • Monitored staff performance, providing final-say assessment over inquiries.
  • Devised and deployed sales and marketing tactics to drive strategic growth and support achievement of revenue goals.
  • Fostered CRM initiatives by promoting environment of interpersonal communication and customer service.
  • Developed and implemented marketing strategies to generate new customers and increase sales and profit margins.
  • Conducted target market research to discover customer needs and analyze competitor trends.
  • Negotiated and purchased advertising space in all mediums and analyzed results of all campaigns.

Principal

Hospitality Sales Solutions, LLC , Consulting
12.2010 - 01.2015
  • Increased sales by fostering relationships with customers, implementing business strategies and suggesting areas for improvement.
  • Met with existing customers and prospects to discuss business needs and recommend optimal solutions.
  • Generated new leads through networking and attending industry events.
  • Developed and implemented marketing plans to increase brand awareness and drive sales.
  • Implemented processes and procedures to improve overall efficiency in operations.
  • Collaborated with clients to target issues and uncover methods that would increase operational efficiency.
  • Identified issues, analyzed information and provided solutions to problems.
  • Reviewed internal systems and organized training plans to address areas in need of improvement.
  • Partnered with senior leadership to establish and develop corporate and HR policies and procedures.
  • Collaborated with managers to identify and address employee relations issues.
  • Planned marketing initiatives and leveraged referral networks to promote business development.
  • Identified appropriate marketing channels and target customers for campaigns.
  • Designed and implemented advertising and public relations activities.
  • Liaised between internal creative teams and agencies for branding ideas, graphic designs and promotional materials.

Regional Director of Sales and Marketing

Millenium Copthorne Hotels And Resorts
11.2009 - 12.2010
  • Managed team of 16 field sales specialists and revenue management team who generated over $95m in revenues.
  • Identified new product opportunities and target customers.
  • Researched customer needs, market trends and competitor activities.
  • Established ambitious sales targets, managed deployment strategies, and developed go-to-market plans to capitalize on every revenue opportunity.
  • Maintained financial controls, planned business operations and control expenses while identifying and pursuing opportunities to grow business operations and boost profits.
  • Coordinated full sales operations within assigned region.
  • Forecasted annual, quarterly and monthly sales goals.
  • Created regional sales plans and quotas.
  • Planned and executed events and marketing programs to increase qualified leads.
  • Conducted market analysis and research to identify trends and opportunities.
  • Created and managed social media campaigns to increase brand engagement.
  • Direct leadership of on-site and remote sales and marketing team towards attainment of goals.
  • Coordinated with creative team to generate dynamic marketing content and communication tools for promotional campaigns.
  • Responsible for all media buys and evaluating ROI for all promotions.

Vice President of Sales

Crystal Springs Resort
11.2007 - 10.2009
  • Crafted overall account sales strategies and coordinated activities of sales executives to achieve revenue goals.
  • Developed short and long-term sales strategies to gain market share, uncover new sales opportunities and increase revenue.
  • Achieved sales goals and service targets by cultivating and securing new customer relationships.
  • Initiated in-depth account assessments with sales and management teams to evaluate sales potential.
  • Performed monthly sales forecasting and competitive analysis to determine product performance levels and need for new product developments.
  • Fostered performance development of staff through ongoing coaching and mentoring on best practices.
  • Executed marketing programs and methodologies to increase customer loyalty.
  • Created and implemented successful sales campaigns to drive leads and increase sales.
  • Analyzed past sales data and team performance to develop realistic sales goals.
  • Negotiated and closed profitable sales contracts with new and existing customers to increase loyalty and retention.
  • Monitored and adjusted pricing based on market trends and customer feedback to meet expectations and increase sales.
  • Developed sales strategy based on research of consumer and business buying trends and market conditions.
  • Boosted marketing, reviewed pricing strategies and expanded distribution channels to increase sales revenue.
  • Collaborated with upper management to implement continuous improvements and exceed team goals.
  • Organized promotional events and interacted with community to increase sales volume.
  • Aligned company goals with customer outcomes and increased satisfaction by automating contact management systems.
  • Created new branding campaign and unique target markets.
  • Collaborated with advertising group to create uniformity between advertising messages and resort branding goals.

Director of Marketing and Business Development

Hilton Times Square
05.2001 - 11.2007
  • Devised marketing plans using digital strategies, print advertising, billboard, radio and word of mouth tactics.
  • Created content and promotional materials to drive engagement and conversions.
  • Built strong relationships with industry professionals and influencers.
  • Developed and implemented successful marketing strategies to increase brand visibility and sales performance.
  • Managed 10 sales specialists, revenue managers and on site reservation team who generated over $45 million sales annually.
  • Achieved sales goals and service targets by cultivating and securing new customer relationships.
  • Monitored and coordinated workflows to optimize resources.
  • Collaborated with upper management to implement continuous improvements and exceed team goals.
  • Identified new product opportunities and target customers.
  • Coordinated all regional marketing efforts and media buys for 6 different Hilton hotels, including the Waldorf Astoria, Hilton New York, Hilton Times Square, Conrad, Doubletree and Embassy Suites brands.

Education

Associate of Arts - Business Management

Ramapo College of New Jersey
Mahwah, NJ

Skills

  • Business Planning and Strategy
  • P&L Responsibility
  • Sales Performance Analysis
  • Sales and Marketing
  • Prospecting Skills
  • Public Relations and Sales
  • Goals and Performance
  • Lead Generation
  • Strategic Oversight
  • Sales Forecasting
  • Sales Expertise
  • Staff Mentorship

Timeline

Multi Unit Business Owner/Operator

European Wax Center
01.2013 - 04.2024

Principal

Hospitality Sales Solutions, LLC , Consulting
12.2010 - 01.2015

Regional Director of Sales and Marketing

Millenium Copthorne Hotels And Resorts
11.2009 - 12.2010

Vice President of Sales

Crystal Springs Resort
11.2007 - 10.2009

Director of Marketing and Business Development

Hilton Times Square
05.2001 - 11.2007

Associate of Arts - Business Management

Ramapo College of New Jersey

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Cheryl Twillmann