HEATHER CADWALLADER MOSGROVE
Sherwood
Summary
Dynamic and results-driven leader with a proven track record in sales, operations, and business development across multiple industries. Spearheads innovative growth strategies with expertise that lies in developing creative recruiting processes, designing effective employee and customer incentive programs, and forging strategic partnerships that enhance retention and satisfaction. With a robust background in sales management and a knack for crafting compelling marketing campaigns, I consistently drive sales performance and foster high-performing teams. Leadership philosophy centers on innovation, collaboration, and an unwavering commitment to exceeding business goals. Core competencies include: Sales Operations | Key Partnership Cultivation | Talent Development | Marketing & Advertising | Hiring & Staffing Strategic Project Planning | Relationship Building | Territory & Account Oversight | Strategic Sales Leadership Business Administration | Client Acquisition | Business Development | Revenue Growth Staff Training & Development | New Product Launches | Regulatory Compliance
Overview
21
21
years of professional experience
Work History
VP of Sales
Thaena, LLC
Vancouver
07.2024 - Current
- Played a pivotal role in driving the company’s growth and expanding its presence within the integrative healthcare community
- Led with a strategic, relationship-focused approach, managing VIP wholesale accounts, forging key partnerships, and developing initiatives that position Thaenabiotic as a trusted, clinically relevant solution for gut health and microbiome restoration
- Exceled at cultivating and maintaining strong, collaborative relationships with healthcare professionals, distributors, and industry leaders
- Her ability to identify opportunities and deliver tailored education ensures healthcare providers are well-equipped to integrate Thaenabiotic into their practices for optimal patient outcomes
- Consistent achievement of ambitious sales targets and new account conversions
- Recruited multiple new, high profile, VIP Accounts and distributors
- High-level customer engagement and retention strategies
- Leadership in executing education-driven sales campaigns, webinars, and product launches
- Strategic collaboration with the CEO, Scientific Advisory Board, and key industry influencer
- A hands-on, proactive approach to customer success, ensuring personalized support and follow-up for wholesale clients
- Heather’s dedication to education, product integrity, and relationship-building has helped establish Thaena as a leader in microbiome therapeutics, advancing the mission to restore health through science-based innovation
Owner CEO
FETCH PET CARE
Willamette Valley & Keizer
07.2022 - 07.2024
- Recruited as a potential buyer for this innovative franchise
- Oregon was uncharted, yet ripe territory for growth, purchased the franchised rights to the Fetch App and other marketing services in June of 2022
- By November of 2023, led franchise in growth among 125 other franchises
- Developed a creative recruiting and employee incentive plan: Used a 50-point network for recruiting ideal candidates
- Created a unique 5-point interview process that discretely qualified candidates for ideal behaviors and personality style
- Created a commission/community affiliate program for enlisting new clients and created a reward program for performance and customer satisfaction
- Average employee longevity with other Fetch franchises is 6 mo
- To date, all my employees have stayed in their role for over a year
- According to regular employee satisfaction surveys are very happy to work with Fetch
- Developed and initiated a partnership program with veterinary technicians
- In response to recent, chronic issues with veterinary technician retainment, I built an affiliate program that enhances vet tech renumeration while leveraging the shared, ideal client base of local veterinarians and Fetch Pet Care
- And, according to survey has increased vet tech job satisfaction and employee retention by offering an alternative income stream while maintaining their technician role
- Developed a customer loyalty incentive plan: Using Starbucks model for increased purchase incentives, created a point program that allows customers to earn free service via repeat/return services
- Created an increased incentive for tipping my staff which has resulted in a 289% increase in tips in the last quarter
- Incorporated an incentive to gift service to pet owners in need which has been utilized by 42% of participants
- Employed an elite, marketable, trackable standard of service: Created a companywide reward program for employees who obtain new business, receive positive reviews from customers, increase the price per service by upselling additional service options and more
- This program played a key role in employee satisfaction according to survey
Director of Sales
SYMPHONY NATURAL HEALTH
Keizer
04.2021 - 04.2022
- Recruited as an integrative medical market specialist and worked closely with the Retail Sales Manager and DTC Sales manager to launch a new branding strategy for the medical market and two other market segments
- Flexible, team player and worked well under extreme pressure and executed a quick pivot and restructure of the sales plan with the loss of several key executive employees while still achieving an increase in sales
- Multi-tasking, organized, creative, great at recruiting and training: led the sales management team in the development and implementation of a new marketing and education strategy designed to publish and promote new research while simultaneously staffing and training a new marketing team
- Designed and delivered a webinar based medical education program
- Sales success: In 9 months, drove sales from a slight loss to 13% increase in sales over last year
Director of Sales/Director of Operations
OREGON DOCTORS DATA/LABRIX CLINICAL SERVICES
Clackamas
01.2015 - 04.2021
- Hired as a neurology product specialist and worked closely with the Vice President to launch a new neurology product category
- Then played a key role in the management of a merger with Labrix Clinical Services
- Soon promoted to National Sales Manager, which lead to the creation and implementation of a modern sales and marketing plan during the merger and then offered the opportunity to serve as the General Manager of the Oregon campus for 8 months while simultaneously accepting a promotion to Director of Sales
- Creative project developer and manager with expertise in behavior design
- Created multiple monthly continuing education webinar series: Created a loyal following of over 200 regular attendees, and 100 to 300 new attendees every month
- Webinar participants sales numbers consistently provided sales growth of over 112% and greater customer loyalty by over 45%
- Sales analysis and sales training expert: Created a sales report education and development program that allowed each individual sales representative to create their own unique, custom sales report and growth plan
- The program delivered on major deliverables: Taught each rep how to analyze their territory for opportunities, vulnerabilities and growth
- Allowed each rep to create an effective activity plan that allowed for optimum sales performance
- Provided crucial information to the executive team and marketing team in real time
- Became a real time coaching and performance evaluation tool and integral part of our performance evaluation and management
- Inspirational and inclusive leader: Created a monthly 'Sales Monitor' for the entire company that enabled all staff to have visibility and ownership of the company's sales success
- Corrected an outdated, incorrect sales tracking system that allowed all departments to be involved in company sales objectives and success
- Exceptional sales trainer and coach: Created a technical training program for sales staff that provided on-going training year-round
- The training program allowed sales staff to learn at their own pace and embrace customized study techniques that catered to their unique needs
- Designed to build confidence, this program resulted in enhanced credibility related to the representative's medical expertise
- Constantly focused on the customer experience and the health of the company: Created an Industry Feedback monitor and tracking system
- The feedback monitor enabled us to track ALL complaints and praise from our customers and leads
- It encouraged all departments to come up with outside of the box, creative solutions for our internal challenges
- This was especially helpful for challenges that could not be met due to recent changes in medical sales incentives
- Unexpected benefit was an increase in employee satisfaction, employee bonding and team development
- This program was utilized by all departments, including finance, shipping, research, sales, customer service and more
- Expert at designing and managing creative sales incentive plans that work: Designed a comprehensive, performance-based incentive plan that complied with new anti-incentive laws while rewarding behavior that proved to increase sales
- Salesforce proficient: Sole Salesforce administrator
- Produced meaningful, customized reports for all departments as needed
National Sales Manager
REAL TIME LABORATORIES
Maple Valley
01.2012 - 01.2015
- Joined this innovative, cutting-edge laboratory as an independent contractor and quickly earned an employed position on the executive team within one year
- Worked closely with the C.E.O and Medical Director to launch their revolutionary product to the integrative market and later to infectious disease specialist, autoimmune specialist, and researchers
- Built a customer base of 'Key-Opinion-Leaders' through savvy strategic networking, public relations, and grit
- Sales Success: Sales Growth 89% in the first 12 months and an additional 61% the following year
- Business Development Expert: Opened 611 new accounts in the last 14 months (approx
- 43 per month)
- Hands on, team player, willing to go the extra mile: Responsible for all sales, calls and new account development for first 2 years
- Hired, trained and managed small regional sales staff in the last year
- Creative, effective, GTM plans on a shoe-string budget: Launched a PR campaign for published research resulting in multiple speaking engagements and webinars at accredited medical forums
- Lecture series produced 336 new accounts (55% of total) with closed sales in the first 6 months of lecture dates
- Campaign included aggressive follow up and partnership techniques
- Excellent public presenter: Responsible for organizing and attending all tradeshows
- Creative solutions to formidable and unforeseen challenges: Created, launched and managed an innovative new position called 'Patient Navigation'
- Hired and trained an RN to fill this revolutionary new role for the company
- The PN department marketed directly to targeted consumers
- We created a 'push-market' program that enabled the consumers to motivate their health care practitioner and/or environmental inspector to open an account with us
- Approximately 41% of all new accounts were a direct result of this effort
- Patients that did not have a dedicated doctor to treat their mold illness were referred to an existing RealTime Lab customer
- The referral program was successfully promoted as a value-add service for our existing customers
- 40% of all patients that were touched by the Patient Navigation Department resulted in a $700 (or more) cash-pay sale
- Patient Navigation was also responsible for social networking and providing valuable industry feedback
- Salesforce proficient as a user and an administrator: Brought Salesforce to this organization
- Designed and customized their suite of Salesforce products to meet the unique needs of their business
- Sole Salesforce administrator
- Produced meaningful, customized reports for all departments as needed
- Implemented customized objects that met the needs of our company objectives customers
Regional Sales Development Manager
NEUROSCIENCE
Maple Valley
01.2004 - 01.2012
- Worked closely with the National Sales Manager and consulted regularly with the President and Founder on strategic marketing and sales plans, as well as business-critical policies that would advance the organization and played an integral role in developing training, incentive programs and performance assessment tools for the entire staff and trained clinical sales representatives to equip them to accurately and succinctly deliver technical sales information to MDs
- Built a model of physician networking to share best practices, as well as to learn new technologies, testing methodologies, and products
- Identified and collaborated with key opinion leaders, MD speakers, and advocates to teach the science and promote Neuroscience's MD practice offerings
- Sales Success: Exceeded growth projections in region consistently every year by leveraging existing HCP relationships, cultivating new ones, and strategically targeting early adopters
- Business Development: More than doubled West Region sales in 24 months
- Sales Analysis Expert: Created detailed performance metric tools used by the entire company to assess success of sales strategies by each individual representative and regional team
- Solely responsible for training entire national staff on the use and understanding of the sales data
- Worked closely with other regional managers to ensure consistency and comfort with their respective team's data
- These tools were an integral part of our regular performance evaluation and management
- Inspirational and inclusive leader: Created a weekly 'Sales Monitor' for the entire company that enabled all staff to have visibility to the company's sales success and challenges
- Committed to the bottom line: Created a performance-based discount program utilized by entire company
- This tool enabled staff to quickly analyze the effectiveness of discounts on growth and profit margin
- Responsible for training entire, national sales staff on strategic discounting program
- Doubled profit margin of participating accounts
- Creative solutions and policies for staff efficiency and team building: Created and implemented an 'Inside Sales Program' that was successfully used by all three sales regions
- Program included an incentive-based partnership between inside service and outside sales that best utilized diverse skill sets for both groups
- Designed and implemented a 'Self-managing' monthly physician training/networking program that resulted in 51% sales growth (compared to a 12% national average)
Education
Certificate - Behavior Design
BJ Fogg Bootcamp
online05.2021
Associate’s - Business Administration
West Chester University
West Chester, PAUndergraduate Studies - Advanced Chemistry
Portland Community College
Portland, OROregon Sales Certificate & Sales Management Certificate -
Sandler Sales Institute
Portland, ORMultiple Certificates - Adobe & Creative Cloud
School of Visual Arts
Seattle, WAFine Art - drawing & painting
Pratt Art Institute
Seattle, WASkills
- Sales Process Management
- Strategic Partnership Development
- Workforce Training
- Marketing Strategy Development
- Talent Acquisition
- Effective Project Planning
- Relationship Building
- Territory Management
- Strategic Sales Leadership
- Business Administration
- Client Acquisition
- Strategic Business Growth
- Revenue Growth
- Staff Training & Development
- Product Launch Management
- Regulatory Standards Knowledge
- Salesforce and Hubspot Expertise
- MS Office Suite
- Adobe
- Adobe Creative Cloud
Affiliations
- I'm an accomplished equestrian, still actively training and competing.
- I was an avid cyclist in my youth and still participate in organized century rides in the summer months.
- I have a dynamic mixed family and spend most of my free time w/ my husband and step children traveling, hiking and enjoying water sports.
Timeline
VP of Sales
Thaena, LLC
07.2024 - Current
Owner CEO
FETCH PET CARE
07.2022 - 07.2024
Director of Sales
SYMPHONY NATURAL HEALTH
04.2021 - 04.2022
Director of Sales/Director of Operations
OREGON DOCTORS DATA/LABRIX CLINICAL SERVICES
01.2015 - 04.2021
National Sales Manager
REAL TIME LABORATORIES
01.2012 - 01.2015
Regional Sales Development Manager
NEUROSCIENCE
01.2004 - 01.2012
Certificate - Behavior Design
BJ Fogg Bootcamp
Associate’s - Business Administration
West Chester University
Undergraduate Studies - Advanced Chemistry
Portland Community College
Oregon Sales Certificate & Sales Management Certificate -
Sandler Sales Institute
Multiple Certificates - Adobe & Creative Cloud
School of Visual Arts
Fine Art - drawing & painting
Pratt Art Institute
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