Graham Lonetto
East Burke, VT,VT
Summary
Enterprise sales and resort operations leader with 30+ years of experience driving revenue growth, leading high-performing teams, and executing multi-channel commercial strategies across winter sports, premium retail, and customer-facing resort environments. Proven track record of delivering $18M+ enterprise revenue and $4M+ single-location operations, with full ownership of P&L, forecasting, budgeting, and operational execution. Skilled in scaling retail and service operations within high-volume, seasonal resort environments, aligning guest experience, merchandising, staffing, and e-commerce to drive profitability and brand performance. Recognized for leading through complexity, building high-performance teams, and aligning cross-functional stakeholders—from frontline staff to executive leadership. Deep expertise in guest experience optimization, KPI-driven operations, and multi-channel go-to-market execution (retail, wholesale, DTC).
Overview
23
23
years of professional experience
Work History
General Manager
SkiEssentials
Stowe, VT
08.2025 - Current
- Lead high-volume retail and service operations in a premier ski resort market, overseeing sales, rental/service, merchandising, and staff performance
- Own full P&L for a $4M+ seasonal business, including revenue planning, labor management, and profitability optimization
- Execute seasonal operating plans aligned with resort traffic patterns, weather-driven demand, and guest expectations
- Drive guest experience excellence, ensuring service consistency, product expertise, and high conversion rates
- Oversee workforce planning, hiring, training, and performance management in a seasonal staffing environment
- Direct inventory strategy and merchandising to optimize turn, margin, and in-season availability
- Align retail operations with e-commerce and marketing campaigns to increase omnichannel conversion
- Track and manage KPIs across sales, labor, and inventory to improve operational efficiency and financial outcomes
U.S. Brand Director / National Sales Manager
Brav-Swix USA
Haverhill, MA
08.2015 - 10.2024
- Owned enterprise-wide commercial strategy, delivering $18M+ annual revenue across North America
- Led national sales, business development, and channel strategy across resort retail, specialty retail, wholesale, and DTC environments
- Directed pricing, forecasting, inventory planning, and margin optimization across multi-category product lines
- Built and scaled a key partnership program to $2M+ in annual revenue, strengthening relationships with resort partners and retailers
- Led a distributed organization of 28+ independent sales reps and internal teams, driving performance through coaching and accountability
- Collaborated with marketing and digital teams to improve brand visibility, customer acquisition, and conversion
- Implemented KPI dashboards and analytics tools to improve forecasting accuracy and execution consistency
- Influenced executive stakeholders (U.S. and global) to align commercial priorities and growth strategy
President / Founder
Multi-Brand Winter Sports Companies
Park City, UT
06.2003 - 06.2015
- Built and exited multiple businesses in the winter sports industry, including:
- Edgewise Elite Ski Service – scaled to $1M+ revenue
- ASP (Alpine Shield Protection) – technical performance brand adopted at elite national level
- RACEtch-USA – Official Ski Service Supplier to the U.S. Ski Team
- Operated multi-entity business portfolio, aligning commercial strategy, product development, and operations
- Expanded distribution across resort retail, specialty stores, and national accounts
- Led product innovation and go-to-market strategy in highly technical product categories
- Built long-term partnerships with elite athletes, agents, and industry stakeholders
- Managed full business lifecycle, including sales, operations, marketing, and financial performance
Education
Bachelor of Science - Biology
University of Utah
Salt Lake City, UTSkills
- Resort & Retail Operations Leadership
- P&L Ownership, Forecasting & Budgeting
- Guest Experience & Service Excellence
- Multi-Channel Commerce (Retail, DTC, Wholesale, E-Commerce)
- Inventory Planning, Merchandising & Demand Forecasting
- Workforce Leadership, Staffing & Performance Management
- Revenue Growth & Margin Optimization
- KPI Tracking, Data Analytics & Operational Efficiency
- Key Partnerships & Vendor / Brand Management
- Safety, Compliance & Seasonal Business Operations
- Microsoft Office (Excel, PowerPoint, Outlook)
- SharePoint
- Retail analytics, KPI dashboards, forecasting models
- E-commerce and digital marketing platform collaboration
Timeline
General Manager
SkiEssentials
08.2025 - Current
U.S. Brand Director / National Sales Manager
Brav-Swix USA
08.2015 - 10.2024
President / Founder
Multi-Brand Winter Sports Companies
06.2003 - 06.2015
Bachelor of Science - Biology
University of Utah