Katrina Rodriguez
Seattle,WA
Summary
A high performing leader with over 15 years of servant leadership in sales, operations, and marketing. Committed to utilizing versatile strengths and experience to contribute to the growth and success of the team, and organization while seeking professional growth.
Overview
16
16
years of professional experience
1
1
Certification
Work History
REGIONAL PORTFOLIO MANAGER
Axis Residential
03.2022 - Current
- Responsible for overall success of all operations and sales for Pacific Northwest region with highest performing communities’ company wide
- Leae-up record for highest volume of net deposits in shortest window of time
- Current holder of highest performing lease-up
- Appointed as the Regional for the companies first Market Rate Lease-up community
- Appointed first development in a new market of Bend Oregon, with record breaking sales
- Proven success in leadership and mentorship with 7 direct reports promoted within a 12 month period
- Responsible for overseeing all sales and marketing metrics, training, and programs
- Leader in strategic sales and marketing plans defining goals and initiatives to drive external sales, achieve and maintain occupancy goals, developing sales trends and performance indicator reports to optimize sales performance
- Responsible for portfolios profitability, delinquency management, annual budget, and creating and reporting financial and performance reports
- Oversee emergency initiatives, risk management, and property loss claims
- Development of sales and operational policy's and procedures
- Development of sales and operational training programs
- Facilitated portfolio performance review and implemented new strategies.
COMMUNITY DIRECTOR
Affinity at Covington, Axis Residential
07.2020 - 03.2022
- Leader of Daily Operations for 156 Apartment Senior Living Community
- Highest Resident Retention Record
- Highest Occupancy throughout organization
- Highest Reputation management score
- Developed and executed Audits for getting the Community Compliant with all Resident Files, Reports, Financials, Licenses, and Regulations
- Heavy focus on driving census, consistently maintaining over 98% Occupancy, resulting in the highest profiting community in Organization
- Only Community Director appointed to write annual Budget
- Only Community Director responsible for Monthly Prelims
- One of seven company leaders in Corporate Sales and Marketing Advisory Committee Training and Development with Company Wide Leadership team with Senior Living Industry Standards
- Assisted with development of the MyAffinity App
- Assist Regional Operations team with developing and executing Best Practices and coaching other Community Directors
- Interim Maintenance Supervisor for just under one year, and successfully Managed Construction of community rebuild after major flood
DIRECTOR OF SALES
Narrows Glen, Senior Resource Group
03.2020 - 07.2020
- Leader of Sales and Marketing team for IL, AL, and Memory Care on a 15-acre Campus
- Developed and Implemented Monthly/Quarterly Sales and Marketing plans
- Developed and Trained Company Wide Sales and Leadership Team on Virtual Tours
- Developed and Trained Sales and Leadership team on Creative Strategies to Increase Occupancy during a Pandemic
- Developed Onboarding Customer Service Training for all Frontline and Upper Management New Hires
- Developed Competitive Market Analysis and provided Education and Training to Company wide Leadership and Sales Team
- Championed change initiatives within the organization aimed at driving efficiency improvements in the overall sales operation infrastructure.
- Exceeded sales quotas and increased profitability through effective sales strategy and business planning.
- Leveraged data-driven insights to adjust sales strategies in real-time, adapting to shifting market demands and competitive landscapes.
- Enhanced customer satisfaction levels by addressing concerns promptly and providing tailored solutions.
- Launched new products successfully into the market, coordinating marketing initiatives and comprehensive sales campaigns.
SENIOR CARE and HOUSING SPECIALIST
NW SENIOR ADVISORS, INC.
09.2018 - 03.2020
- Remotely coordinated care and housing options in desired market area based on clients specified needs and desires
- Developed brand awareness in new markets including: Thurston, Pierce, and North King County
- Established and maintained strong professional relationships with providers and healthcare professionals throughout market area and stayed current with industry trends and resources
- Worked independently on business development strategies and implemented them while out in the field to continuously build new client referral network.
DIRECTOR OF SALES
Sunrise of Bothell
06.2017 - 08.2018
- Successfully filled and opened an acquisition/ newly developed memory care community
- Developed and executed Quarterly Sales Plan without previous knowledge on the local market and implemented strategies towards external business development efforts
- Completed and executed Quarterly Competitive Market Analysis
- 2017 Horizon Award Winner for Highest Net Growth
- One on One job coached other Sales Directors in the Seattle Market and assisted with CRM training.
- Achieved regional sales targets through effective territory management and relationship building with key clients.
- Established ambitious sales targets, managed deployment strategies, and developed go-to-market plans to capitalize on every revenue opportunity.
- Collaborated cross-functionally to optimize end-to-end sales processes, from prospecting through post-sales support services.
DIRECTOR OF SALES
Sunrise of Palo Alto
11.2015 - 05.2017
- Leader of Sales team for highest profiting community in organization
- Converted leads to move-ins from a census of 72% to 94%
- Approximate monthly average net gain increase of 10%
- 2017 Horizon Award Winner for Highest Year Over Year Growth
- Full cycle recruited, managed, and trained sales team new hires
- Executed Quarterly Sales Plans and implemented strategies
- Developed Quarterly Competitive Market Analysis
- Established strong partnerships with industry influencers to expand brand recognition and drive business growth.
- Launched new products successfully into the market, coordinating marketing initiatives and comprehensive sales campaigns.
- Managed complex negotiations with key accounts resulting in long-term contracts that bolstered annual revenue figures significantly.
CO-FOUNDER
Angel's Touch Home Care
07.2008 - 11.2015
- Responsible for all Business development including: Social media management, networking, marketing, and public relations
- Identified growth and creative development opportunities to increase public presence and business profitability in a very competitive market
- Strategized competitive analysis and customer profiling to increase company client base
- Full cycle recruited, interviewed, hired, and provided orientation and training for new hires
- Secured lucrative partnerships by establishing strong relationships with key industry players.
- Conducted target market research to scope out industry competition and identify advantageous trends.
- Developed marketing materials and campaigns to boost brand awareness and customer engagement.
- Streamlined operational processes for improved efficiency and cost reduction.
- Navigated complex legal requirements to ensure compliance with industry regulations while minimizing risk exposure for the business.
- Oversaw talent acquisition efforts, building a diverse team of skilled professionals who contributed significantly to the company''s success.
- Championed a culture of innovation, encouraging creative problem-solving throughout the organization.
Education
Some College (No Degree) - Communications & Psychology
Deanza College,
HIGH SCHOOL DIPLOMA -
COMMUNITY MIDDLE COLLEGE
Skills
- Lease-ups and acquisitions
- Leader in Sales and Operations
- App Development
- Construction Management
- Google Suite
- Microsoft Suite
- Yardi
- Onsite
- Data Analytics
Certification
CERTIFIED SENIOR ADVISOR, 2012 - 2021
Volunteer Organizations
- Silicon Valley Walk to End Alzheimer’s Committee member 2013-2017
- Silicon Valley Walk to End Alzheimer’s Sub-Chair for Team Recruitment and Retention
- Board member and South Bay representative for the Leaders of Certified Senior Advisors of Northern California 2012-2017
- Health Care Providers Council member March 2019-Present
- South End Senior Care Coalition member 2018-Present
- Millennial Providers Network founding member 2019-Present
Timeline
REGIONAL PORTFOLIO MANAGER
Axis Residential
03.2022 - Current
COMMUNITY DIRECTOR
Affinity at Covington, Axis Residential
07.2020 - 03.2022
DIRECTOR OF SALES
Narrows Glen, Senior Resource Group
03.2020 - 07.2020
SENIOR CARE and HOUSING SPECIALIST
NW SENIOR ADVISORS, INC.
09.2018 - 03.2020
DIRECTOR OF SALES
Sunrise of Bothell
06.2017 - 08.2018
DIRECTOR OF SALES
Sunrise of Palo Alto
11.2015 - 05.2017
CO-FOUNDER
Angel's Touch Home Care
07.2008 - 11.2015
Some College (No Degree) - Communications & Psychology
Deanza College,
HIGH SCHOOL DIPLOMA -
COMMUNITY MIDDLE COLLEGE
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