MICHELLE PETERSEN
Hollister,California
Summary
Market manager with a proven track record in developing operational systems that maximize efficiency, decrease labor cost, and increase sales, while strengthening customer retention and maintaining the highest standards of quality and service.
Overview
1
1
Certification
8
8
years of professional experience
Work History
Market Manager
Tonascia Farms Inc.
Hollister, California
01.2026 - Current
- Renegotiated vendor contracts to maximize profit margins on 8 product categories generating a profit increase of $8,834 YTD.
- Proven sales track record generating an overall net increase of 19% from previous year increasing the gross profit by $65,795 YTD.
- Currently exceeding forecasted sales increase of 25% from previous year.
- Increased sales in 12 categories of products in excess of 500% with an increase of over 2,100% in 4 categories.
- Increased returning order rates by 148% with a total sales increase of $95,524 YTD.
- Consistently increasing monthly sales from new customers with an overall increase of $11,956 or 22.4% since this time last year including serving 213 more customers this year.
- Cultivated relationships with top customers and prospects, creating a sales pipeline for bulk orders.
- Developed marketing plans to enhance brand awareness, uphold brand integrity, and foster customer loyalty.
- Developed tactics to support a returning customer rate increase of 43%.
- Cut expenses by developing systems for inventory control, managing orders and resource allocation.
- Review marketing data to identify trends and guide target marketing strategy for customer segments.
- Research custom preferences, and buying behaviors using Shopify analytics to use target marketing on specific segments.
- Resolved customer concerns and supported smooth checkout flow with newly implemented Shopify system.
- Built customer confidence by listening to concerns and executing timely changes to inadequate processes, quality control and customer service.
- Plan and execute seasonal events to promote business awareness and product categories.
- Develop all digital marketing tactics, execute digital newsletters, promotional email blasts and work with professional photographers to create social media content.
- Developed and implemented inventory processes and trained staff on stock handling, labeling, Prop. 65 requirements, cycle count routines and FIFO system.
- Prepared inventory reports on levels, trends, costs, and deliveries for upper management review.
- Developed, implemented and maintained an inventory ordering system for 819 products including 1,546 product variants.
- Schedule multi-departmental labor coverage for market, deliveries, and vendor arrivals.
- Conduct interviews, make hiring decisions, match skill level to roles, and evaluate team performance using KPI.
- Process HR forms and maintain Servsafe training requirements for all staff.
- Review operating statements to identify business trends, expense control opportunities, and shrink.
- Decreased discounts and returns by 39% YTD from previous year.
- Monitored compliance with food safety policies, OSHA safety policies and company lock out tag out procedures.
- Built partnerships with multi-industry influencers to expand campaign reach through social media channels.
- Monitored compliance with food safety policies, OSHA safety policies and company lock out tag out procedures.
Agricultural Technician
California Department of Food and Agriculture, Equine Medication Monitoring Program
Sacramento, California
08.2018 - Current
- Supported random sample selection for drug testing at major horse shows across California.
- Worked directly with exhibitors, trainers, and veterinarians to maintain compliance.
- Resolved conflicts and fostered cooperation among community members to enhance collaboration.
- Supported state litigators with declarations and provided witness testimony during appeals.
- Supported legal processes by providing accurate witness statements and documentation.
- Prepared sample kits and testing supplies for field monitoring assignments to ensure readiness.
Community Education Specialist III
University of California Agriculture and Natural Resources, Santa Clara County
San Martin, California
08.2024 - 02.2025
- Developed bilingual outreach and delivered training for small-scale farmers on soil health, water efficiency, and budget management, enhancing their capacity for climate-smart agriculture projects.
- Coordinated disaster-related resources from grant-funded projects, increasing outreach effectiveness to affected farming communities.
- Provided technical assistance for disaster relief paperwork and eligibility support, enabling Spanish-speaking and limited English-speaking farmers to access necessary resources.
- Supported grant applications for state and federal disaster funding under tight deadlines.
- Conducted farm visits to assess project implementation and ensure compliance. for project implementation and verification.
- Maintained paperwork systems for regulatory compliance.
- Worked with advisors to organize educational events for diverse farming communities.
- Managed databases for financial activity tracking and project evaluation.
Program Analyst
United States Department of Agriculture, Farm Service Agency
Hollister, California
11.2023 - 06.2024
- Coordinated disaster relief efforts across five counties during floods, droughts, and other crises to enhance community resilience.
- Evaluated program policies and disaster relief applications to ensure timely eligibility decisions under tight deadlines.
- Facilitated Spanish-language support for growers accessing federal disaster grants and loans, entering data into USDA software for accurate record-keeping.
- Handled high-volume phone, email, and in-person communication with property owners.
- Assisted Spanish-speaking growers in understanding federal programs.
Education
Bachelor of Science - Business Administration, Marketing Management
California Polytechnic State University
San Luis Obispo, CA12-2011
Training Certified - GAP (Good Agricultural Practices)
Cornell University
Grower Training Certified -
Produce Safety Alliance
Certified Trainer - English/Spanish
Produce Safety Alliance
Skills
- Food Safety Management
- Regulatory compliance
- Vendor management
- Project management
- Stakeholder communication
- Sales Support
- Community engagement
- Conflict resolution
- Adaptability
Personal Information
Title: Market Manager
Certification
- ServSafe Manager Certification
Timeline
Market Manager
Tonascia Farms Inc.
01.2026 - Current
Community Education Specialist III
University of California Agriculture and Natural Resources, Santa Clara County
08.2024 - 02.2025
Program Analyst
United States Department of Agriculture, Farm Service Agency
11.2023 - 06.2024
Agricultural Technician
California Department of Food and Agriculture, Equine Medication Monitoring Program
08.2018 - Current
Bachelor of Science - Business Administration, Marketing Management
California Polytechnic State University
Training Certified - GAP (Good Agricultural Practices)
Cornell University
Grower Training Certified -
Produce Safety Alliance
Certified Trainer - English/Spanish
Produce Safety Alliance