Guinevere Lynn
Loveland,CO
Summary
Seasoned executive with a track record of transformative leadership at Earth Mama Organics, achieving a 67% valuation increase through strategic mergers, acquisitions, and brand strategy. Expert in cross-functional collaboration and high EQ leadership, I excel in driving top-line and bottom-line growth, showcasing a unique blend of technical and interpersonal skills.
Overview
28
28
years of professional experience
Work History
Co-CEO/President
Earth Mama Organics
Clackamas, OR
10.2020 - Current
- Led the company through a transformative period, culminating in a successful exit that resulted in a 67% increase in company valuation.
- Spearheaded initiatives to keep the business thriving, agile, and scalable. Led the company to ongoing double-digit year-over-year growth throughout the pandemic and beyond, despite substantial supply chain issues.
- Directed efforts in capital enhancements ensuring continued business success and strong EBITA.
- Exceptional rate of attrition during the 'great resignation' ZERO turnover with all direct reports, and their teams
- Executed an improved E-commerce and MAP strategy to further increase sales, revenue, and profitability, resulting in a 95% reduction in unauthorized online resellers.
- Designed sales strategies to grow Amazon sales 2X; created double-digit growth across FDM partnerships.
- Developed innovative reporting strategies, boosting profitability metrics, such as a customer profitability report that showed gross/net profit by customer.
- Led change management and business strategy development to reduce losses and increase revenue.
Senior Vice President
Earth Mama Organics
Clackamas, OR
01.2018 - 10.2020
- Drove measurable change throughout the organization, implemented new technological systems (ERP/NetSuite), resulting in double-digit reductions in operating costs yearly.
- Oversaw all activities for Sales, Customer Service, Information Technology, Finance, and Human Resources.
- Executed strategic initiatives and KPI's consistent with the company's vision & purpose
- Sustained organizational growth, revenue and profit generation and EBITA
- Increasing EBITA from 3.5% to 13.5%
- Cultivated and maintained industry relationships and customer partnerships to capitalize on opportunities and maximize business success
- Established and tracked key performance indicators to assess effectiveness of adopted initiatives and redirect efforts
- Revitalized business plans and realigned company objectives to increase overall profits
Vice President of Sales
Earth Mama Organics
Clackamas, OR
02.2017 - 01.2018
- Raised cash position by nearly two million by increasing profitability - swapping low margin sales for higher margin sales
- Conscious reduction of costly accounts; 'shrink to grow' strategy
- Overhauled internal operating budget consisting of sales and marketing expenditures, identifying wasteful spending
- Redefined the brand, and the strategy for relaunch, including all aspects of inventory management
- Designed both short-term and long-term growth plans for Earth Mama (sales and broker team refreshment, channel management, marketing strategies etc.)
Senior Sales Director
GAIA HERBS
Brevard, NC
01.2014 - 02.2017
- Achieved over 75% sales growth (2014-2017) for a well established brand, with sales allowed throughout natural channel only
- Led the team to achieve all company goals resulting in incredible growth despite an unplanned 16-month period with 40% of top sellers 'Out of Stock'
- Executed first ever 'off-shelf' strategy resulting in dramatic increase of brand awareness and sales
- Spearheaded new education programs for both internal and external customers to simplify the unique selling points of the structure function benefit of herbal medicine
- Executed multiple successful employee and customer sales contests and employee engagement activities
- Emphasized excellent customer service internally and externally; streamlined order processing and reduced order entry/ processing errors by 90%
- Lowest rate of attrition company wide = the happiest department(s) at Gaia, despite incredible adversity (High Out of Stocks)
Regional Sales Manager
VEGA
BC, Canada
01.2013 - 01.2014
- Developed and implemented strategic transitional Sales & Marketing plans to reduce broker representation through hiring a team of Account Managers in key metropolitan areas
- Exceeded Sales Quota during transition-achieving 102% of sales quota (62% growth YOY)
- Developed and executed MAP policy along with corresponding SOP's for Online market
- Managed Regional & National Key Accounts (Vitamin Shoppe) averaging triple digit growth
- Mentored and trained staff to define and exceed field sales objectives
- Individually achieved the highest management scores in the company engagement survey
Director
SUN CHLORELLA USA
Torrance, CA
08.1997 - 01.2013
- Led and created all SOP's for daily operations and staff members of two call centers where call volumes exceed 2,300 calls per day and shipping totals exceed 1,000 units daily
- Developed and implemented Unilateral Minimum Advertised Policy (MAP) with strategic plans to create a better brand image across the internet
- Reduced warehouse and call center costs by over $450,000 by identifying, developing, and streamlining new processes that included Automatic Call Distribution phone system configurations, Customer Relations Management, packing and shipping solutions
- Project lead in researching, identifying, negotiating, and purchase of Ecometry system (ERP software and hardware) for two separate facilities resulting in a 30% reduction in labor expense
- Reduced labor and shipping costs, cancellations of customer continuity program by 50%, and increased revenue by $150,000 per month
- Directed Sales strategy through all retail channels; executed and secured key contracts with The Vitamin Shoppe, GNC, Whole Foods Markets, Sprouts, along with all distributors
- Created, developed, and implemented incentive programs that resulted in a 57% increase in revenue and growth while significantly improving attrition rate of call center
Education
MBA - Organizational Leadership
Ashford University
San Diego, CA12.2011
Bachelor of Arts - Organizational Management
Ashford University
San Diego, CA11.2010
Skills
- P&L Responsibility
- High EQ-Strength Based Leader
- Team Development & Coaching/HR
- Go-to-Market Strategy
- Brand Strategy
- DTC and Wholesale Channel Expertise
- FDM/Amazon/Natural Channel Expertise
- Sales Leadership
- S&OP
- MAP/Antitrust/Regulatory/Legal
- Strategic Planning
- Top-Line/Bottom-Line Growth
- Mergers and acquisitions
- Cross-functional collaboration
- Regulatory compliance
Timeline
Co-CEO/President
Earth Mama Organics
10.2020 - Current
Senior Vice President
Earth Mama Organics
01.2018 - 10.2020
Vice President of Sales
Earth Mama Organics
02.2017 - 01.2018
Senior Sales Director
GAIA HERBS
01.2014 - 02.2017
Regional Sales Manager
VEGA
01.2013 - 01.2014
Director
SUN CHLORELLA USA
08.1997 - 01.2013
MBA - Organizational Leadership
Ashford University
Bachelor of Arts - Organizational Management
Ashford University
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