Lori Fernandez
Pompano Beach
Summary
Dynamic Sales Executive with over 15 years of success spearheading business development and territory expansion within the commercial foodservice and global hospitality sectors. Proven track record of managing high-value national accounts (Disney, Royal Caribbean, Delta) and scaling underperforming territories into multi-million dollar regions. Expert in navigating complex, long-cycle capital equipment and tabletop specifications for luxury hotels, cruise lines, and national chains.
Overview
10
10
years of professional experience
Work History
SE Sales Director
BAUSCHER HEPP
01.2023 - Current
- Directs five major territories (6, 7, 8, 14 & 25) overseeing independent rep groups and national account strategy.
- Spearheads high-level relationships for Delta, Disney, Royal Caribbean, and Carnival Cruise Lines; secured a major corporate specification with Venta totaling $1.375M across 5 vessels.
- Launched the Puerto Rico territory from the ground up, generating $200K+ in new revenue within the first 12 months.
- Established new SOPs for the internal team, streamlining order flow and project delivery timelines to enhance client retention.
- Manages and mentors multi-state rep groups to consistently exceed sales quotas through showroom optimization and targeted field training.
S.E. Territory Manufacturer Representative
FINN FOOD SERVICE
01.2020 - 01.2023
- Specialized in commercial foodservice equipment specifications and distributor training for SE Florida.
- Consistently maintained annual sales volume exceeding $5M through aggressive business development and specification-led selling.
- Realized a 30% year-over-year profit increase across all managed brands by optimizing product mix and dealer incentives.
- Successfully specified over $1M in equipment and tabletop for the high-profile 'Queen' opening.
- Served as a technical trainer for premium brands including Rational, Irinox, and Panasonic, educating end-users and distributors on operational ROI.
Senior Business Development Manager
R.W. SMITH TRIMARK
01.2017 - 01.2020
- Tasked with penetrating the South Florida market and establishing a footprint in Broward and Miami.
- Transformed a region with zero footprint into a $1M+ annual territory within three years.
- Maintained a consistent 28% Gross Profit margin in a highly competitive, price-sensitive market.
- Led the design and specification for luxury properties including Little Palm Island ($250K), Lago Mar Hotel ($150K), and Pompano Beach House ($300K).
- Developed the national equipment specification for Improv Comedy Theatres ($250K per opening).
- Awarded 'National Rookie of the Year' and nominated for 'Tabletop of the Year' (2018).
Assistant Event Manager
HILTON CURIO DIPLOMAT HOTEL
01.2016 - 01.2017
- Orchestrated high-tier programs for BMO, Wells Fargo, and Microsoft, managing events exceeding $1M in value.
- Developed the organizational SOP for coordinator management meetings and department presentations.
Education
Master of Science - Hospitality & Beverage Management
Florida International University
Bachelor of Science - Hospitality & Beverage Management
Florida International University
Skills
- Sales expansion techniques
- Territory development
- Financial performance management
- Collaborative group leadership
- Group training facilitation
- SOP design and implementation
- Interdepartmental coordination
- Strategic partnerships with Fortune 500 companies
- Experience with global cruise lines
- Strategic event management
- Kitchen Design/Distribution
- FOH/BOH Operations
- Project Management
Websites
Personal Information
Title: EXECUTIVE SALES LEADER: COMMERCIAL FOODSERVICE & HOSPITALITY
Timeline
SE Sales Director
BAUSCHER HEPP
01.2023 - Current
S.E. Territory Manufacturer Representative
FINN FOOD SERVICE
01.2020 - 01.2023
Senior Business Development Manager
R.W. SMITH TRIMARK
01.2017 - 01.2020
Assistant Event Manager
HILTON CURIO DIPLOMAT HOTEL
01.2016 - 01.2017
Bachelor of Science - Hospitality & Beverage Management
Florida International University
Master of Science - Hospitality & Beverage Management
Florida International University