HALLEY STURMA
Former Executive Zone Business Manager
Plainwell,MI
Summary
Experienced sales leader with a proven track record of driving teams to achieve consistent growth over 20 years. Skilled in multitasking, project management, handling high-pressure sales situations, and meeting tight deadlines. Known for being an energetic and passionate brand ambassador who excels independently and collaboratively. Recognized as a powerful influencer and negotiator, with strong problem-solving abilities. Effective communicator with meticulous attention to detail, proficient in Microsoft Office Suite. A maniacal focus on customer service excellence, adept at talent recruitment, team-building, and training initiatives to drive sales expansion. Obsessed with growing the business!
Skills
DEDICATED TO CUSTOMER SERVICE
SALES LEADERSHIP & TRAINING
INFLUENCE & STRATEGIES
PROCESS IMPROVEMENT
RELATIONSHIP BUILDING
COMMUNICATION & PRESENTATION
PROJECT MANAGEMENT
BUSINESS DEVELOPMENT & PLANNING
PROBLEM SOLVING
TEAM COLLABORATION
IDENTIFY AND EXPAND BUSINESS THROUGH DATA ANALYSIS
FINANCIAL AND OPERATIONAL PLANNING & MAINTAINING
CONTAGIOUSLY OPTIMISTIC
Overview
7
7
years of post-secondary education
20
20
years of professional experience
10
10
Certificate
Quote
Without strategy, execution is aimless. Without execution, strategy is useless.
Morris Chang
Work History
Executive Zone Business Manager
Frito Lay
2025 - 2026
- Responsible for all business planning, earnings, and forecasting of multimillion-dollar zone; encompassing 5 states: Iowa, Minnesota, Nebraska, North Dakota, South Dakota
- Support team of over 375 frontline employees, 25 Sales District Leaders, Associate Zone Business Manager, Key Account Managers
- Continuous collaboration with stakeholders to align on strategies, goals and objectives
- Managed cross-functional teams for successful project completion within budgetary constraints and deadlines.
- Enhanced customer relationships by streamlining communication through the zone, improving response time and end-user satisfaction
- Mentored senior leaders for accelerated career growth within the organization.
- Prepared annual data to determine metrics for operational performance and yearend business growth.
- Utilized business analysis background to identify trends and assess opportunities to improve processes and execution by redesigning processes, systems, and workspaces for increased productivity.
- Lead employee appraisals, promotions and terminations based on performance reviews.
- Implemented cost-saving measures through reevaluation of supply chain management practices.
Sales Innovation Senior Analyst
PepsiCo
2021 - 2025
- Collaborated with cross-functional teams to identify opportunities for process improvement and increased efficiency, engaged with stakeholders, and clearly communicated complex concepts in an influential and impactful way.
- SME (Subject Matter Expert) and Trainer of all Power BI data, Signature Service including: all sales reporting, customer data, contracts, and pricing structures. Service Composite Index, Exclusions, SAS (Service as Scheduled), STS (Service to Standard)
- SCRUM Master for Team Post Limon, utilizing and coaching in Azure.
- Ownership of all selling applications, providing sales support and training for 10,000+ Frito-Lay field sales teams.
- The main liaison between the sales team and other departments including production, logistics, senior level management, and customer service.
- Leveraged big data technologies to report on team performance, customer satisfaction, and market trends to identify growth opportunities, manage large datasets efficiently, while maintaining high levels of performance.
- Trained and partnered with KAMs, NAMs (National Account Manager), DOS (Director of Sales), providing training to improve execution quality, provide visibility to CMA (contracting) details, and ensure efficient account communication with Frontline Sales Leaders through XPC (promotion creating and execution).
Sales District Leader
Frito Lay North America
2019 - 2021
- Lead top district (of 40+ employees) in the zone. Increased sales from $15M to$22.1M within two years.
- Staffing and Safety SME
- Maximized volume with fact-based selling
- Built and maintained strong relationships with key players for each customer.
- Monitored customer buying trends, market conditions and competitor actions to adjust strategies and achieve sales goals.
- Lead the region in conducting both W/Ws (Work With) and OWO's (One with One).
- Utilizing and training all applications regularly.
- Communication liaison between front line, Help Desk, Administrators, IMO, KAMS, ZBMs, upper management, and etc.
- Promoting safe and efficient work environment.
- Raising the bar on talent and diversity.
- Change agent for new processes and applications.
- Celebrated each individual team member's success!
- Military Recruiting Pioneer
- Efficiently managed multiple priorities
Store Manager
The Finish Line / JD Sports
2005 - 2019
- Generated double-digit annual sales growth to drive store from $3.1M to $5.5M in total sales
- Lead diverse team delivering exceptional customer service and driving sales in multiple locations.
- Increased sales by creating mutually beneficial lasting relationships with customers.
- Maintained visual standards by making daily updates to lead new trends
- Provided comprehensive support to first-year managers in growing the business and maintaining efficiency
- Ranked number one in all areas of KPI (key performance indicators) both on store level and personal level.
- Managed all Human Resources functions.
Bartender
Player's Grill
01.2009 - 01.2014
- Developed loyal clientele by consistently delivering outstanding service and engaging in friendly conversation.
- Managed staff of 7-20 people; from hostesses and waitstaff team to chefs.
- Handled simultaneous customer, team, and business needs while avoiding unnecessary delays or errors.
- Contributed to a positive work environment through effective teamwork and communication with colleagues.
- Collected payments from not only patrons, but also collected and verified deposits of entire waitstaff.
- Provided premium customer service and attention.
- Organized and promoted special events.
- Served high customer volumes during special events, nights, and weekends.
- Increased customer satisfaction by providing excellent service and crafting high-quality cocktails.
Direct Support Professional
Western Michigan University
01.2008 - 01.2011
- Provided direct care and support services to persons with disabilities.
- Empowered individuals to achieve independence.
- Monitored and maintained clean, safe, and secure environment.
- Advocated for individual's to help them meet their needs and to facilitate their inclusion into activities.
- Assisted with technology comprehension.
- Facilitated communication and interaction with individuals and community members.
- Kept case files up to date, following all aspects of ADA.
Education
Bachelor of Arts - Communication Studies
Western Michigan University
Kalamazoo, MI 09.2010 - 12.2012
Associate of Arts - Sign Language Interpreting
Lansing Community College
Lansing, MI 06.2007 - 05.2009
Certification
SAFe Certified 6 Agilist