Summary
Overview
Work History
Education
Skills
Accomplishments
Timeline
Receptionist
DEANNA PERKINS

DEANNA PERKINS

Summary

Self-motivated professional successful in seizing viable opportunities for expansion and innovation in business. Background in increasing profits, reducing costs and transforming customer service standards. Experienced in recruiting to include talent acquisition, training and professional development. Accomplished Small Business Owner and Spa Manager, bringing 25+ years with innovative leadership style and expertise in brand positioning strategies. Strategic-thinking Manager with history of transforming inefficient, underperforming operations into successful enterprises. Ability to draw upon successful inside sales, outside sales and customer service experience to develop marketing strategies, direct new sales initiatives and lead growth to meet and exceed sales targets. Great influencing and communication strengths.

Overview

8
8
years of professional experience

Work History

Owner

Serenity Holdings, LLC
01.2021 - Current
  • Managed day-to-day business operations.
  • Recruited, hired and trained initial personnel, working to establish key internal functions and outline scope of positions for newly founded company.
  • Created and developed protocols for unique Spa environment
  • Created and monitored promotional approaches to increase sales and profit levels.
  • Reconciled daily sales, returns and financial reports in QuickBooks.
  • Remained up-to-date on current trends and attended industry trade shows and markets to view and order inventory.
  • Monitored market conditions to set accurate product pricing and take advantage of emerging trends.
  • Assessed supplier quality to maintain tight cost controls and maximize business operational performance.
  • Developed key operational initiatives to drive and maintain substantial business growth.
  • Devised processes to boost long-term business success and increase profit levels.
  • Used print strategies such as newspaper ads, business catalogs and marketing brochures to bring in and capture new customer business.
  • Promoted business via social media to generate leads and maximize brand identity.

Spa Manager

MySpa Fairmont Chicago
10.2018 - 05.2020
  • Maximized efficiency through time management and staff supervision to boost productivity
  • Worked closely with Sales team to form relationships and encourage group sales in a primarily business traveler hotel resulting in a 50% increase in group sales for spa
  • Focused on maintaining revenues in a down cycle in a cost conscious environment resulting in a 1.8% increase in revenue year over year
  • Oversaw operations by managing activities related to staff training, treatment protocols, budget maintenance, inventory management and marketing
  • Utilized promotions, print and digital marketing to attract new clients
  • Increased average service revenue by 14% year over year
  • Sustained operational efficiency, employee performance levels and customer service standards resulting in TripAdvisor ratings increase
  • Promoted products and services on social media platforms to increase reach, engage with potential clients and showcase service portfolio

Spa Manager

Elements By The Sea - Hallmark Resort And Spa
02.2017 - 01.2018
  • Provided expert oversight to all daily spa operations, which included managing budget, purchasing, formulating inventory statistics, and executing retail sales while ensuring compliance with hotel management requirements
  • Consistently hit and exceeded sales goals by 20%
  • Oversaw guest services and experience of the spa facility
  • Completed market research on new product line to replace outgoing product, created protocols utilizing new product, coordinated staff training and managed rollout of new line
  • Directly oversaw a team of 10 staff, including hiring and performance management
  • Engaged with resort staff and resort management daily to build team environment
  • Responsible for creating and implementing all spa marketing plans
  • Created and maintained seasonal, strategic and targeted offers to enhance visibility both locally and nationally as well as generate revenue
  • Built strong client relationships and provided high value-adding services, resulting in a 15% market share increase
  • Successfully redesigned the spa menu, which resulted in streamlining offered services, creating new spa services and protocols

Spa Coordinator

Cannon Beach Spa
05.2016 - 02.2017
  • Managed the flow of communication by answering phones, mail, and e-mail
  • Responsible for booking appointments, greeting guests, and performing guest intake
  • Promoted and marketed products and services while responding to inquiries
  • Interacted with vendors to procure and maintain retail products
  • Used sound judgment and worked independently


Education

Spa And Wellness Management Certification - Spa And Wellness Management Certificate

University of California, Irvine
Irvine, CA
06.2020

Skills

  • Entrepreneur
  • Strategic marketing
  • Demonstrated Leadership and Team Building
  • Customer Service Expert
  • Accomplished Manager
  • Proficient in various Spa software ~ Square Appointments; Book4Time; MindBody
  • Strong work ethic
  • Creative problem solver
  • Exceptional communication and interpersonal skills
  • Self-motivated
  • Computer literate ~ Microsoft Office Suite proficiency

Accomplishments

  • Successfully created a brick and mortar store from inception, performed all day-to-day operations, established relationships with vendors and curated products to be sold in store
  • Expanded business model to include an off-site Spa, designed Spa space, created Spa menu, wrote treatment protocols, hired and trained Spa staff
  • Boosted sales revenue by 104% through modifying spa's business model, as well as consistently exceeded monthly Sales quotas by more than 20%
  • Increased Spa's TripAdvisor Standing to #1 position among competing area Spas within 8 months
  • Successfully conducted market research, created protocols, coordinated staff training and executed launch of a new product line

Timeline

Owner

Serenity Holdings, LLC
01.2021 - Current

Spa Manager

MySpa Fairmont Chicago
10.2018 - 05.2020

Spa Manager

Elements By The Sea - Hallmark Resort And Spa
02.2017 - 01.2018

Spa Coordinator

Cannon Beach Spa
05.2016 - 02.2017

Spa And Wellness Management Certification - Spa And Wellness Management Certificate

University of California, Irvine

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DEANNA PERKINS