Mindy Rocha Barella
Yelm,WA
Summary
Strategic Operations Leader with over 20 years of experience driving operational excellence across multi-site environments. Directed operations for six locations at Dignity Memorial Funeral Homes, leading a team of 80 employees to consistently deliver high-quality service and ensure regulatory compliance. Proven expertise in process improvement, stakeholder engagement, and developing innovative programs that enhance customer satisfaction and elevate service standards. Skilled in navigating complex regulatory landscapes and implementing initiatives that increase market engagement and boost profitability.
Overview
23
23
years of professional experience
Work History
Non-Profit Board Member and Social Media Contributor
Navy League of the United States Bremerton-Olympic Peninsula Council
Bremerton, WA
05.2021 - Current
- Launched and managed Facebook Live broadcasts for monthly luncheons and community events, attracting over 100 participants per session, and increasing member engagement during meetings and briefings.
- Organized and coordinated volunteer teams for membership drives and sponsorship events, increasing participation and visibility at key community and military functions.
- Represented the council at community gatherings and military functions, strengthening organizational visibility and contributing to the recruitment of new members and sponsorships.
- Cultivated local business partnerships by securing in-kind contributions to support the Adopted Unit Program and enhance event planning efforts.
- Transformed the council's digital presence into an award-winning publication, earning the Navy League’s highest national content accolade in 2024 for excellence in communication and outreach.
Area General Manager
Dignity Memorial Funeral Homes
Western Washington, USA
12.2019 - 03.2025
- Directed operations across six locations, managing 80+ employees and 10 managers, resulting in a 20% increase in service satisfaction scores through a hospitality-centered leadership approach.
- Launched and scaled a hospitality and catering program, increasing average event revenue to $1,095 per service, contributing to a 15% growth in overall location profitability.
- Revitalized an underperforming satellite site, boosting monthly call volume from 3 to 12 and achieving operational profitability within 12 months, driven by hospitality-focused client care enhancements.
- Developed and implemented a Veteran Services SOP, standardizing ceremonial care and military protocols—positioning the location as the #1 veteran-preferred funeral provider in Western Washington.
- Trained and onboarded over 50 team members with a strong emphasis on hospitality service delivery, reducing onboarding time by 30% and increasing first-year staff retention by 25%.
- Introduced a comprehensive veteran support program, assisting 100+ families annually with benefit applications and personalized ceremonies, ensuring full access to VA entitlements while maintaining top-tier hospitality standards.
- Executed targeted social media and outreach strategies, growing online engagement by 1,000+ followers and increasing service inquiries by 18%, with a focus on hospitality, family experience, and community presence.
- Oversaw multiple capital improvement projects totaling $5.4M in inventory creation, ensuring hospitality spaces were functional, welcoming, and delivered on-time and under budget by an average of 8%.
- Pioneered a new hospitality service model, generating $150K in net profit in 2024 by expanding catering, event planning, and guest experience offerings—setting a scalable standard across multiple locations.
Funeral Home and Cemetery Manager
Foundation Partners Group
Portland, USA
11.2017 - 11.2019
- Led daily operations across multiple funeral homes and cemeteries, overseeing a 12-member team to deliver consistent, high-quality service while ensuring full compliance with regulatory and organizational standards.
- Optimized workflows for funeral planning, documentation, and facility maintenance, resulting in increased operational efficiency and improved client satisfaction.
- Increased service profitability by implementing a customized cremation service model (+$700 average per service) and launching a preferred vendor program generating an additional $500 in floral sales per service.
- Secured a strategic service agreement with the VA Medical Center, establishing preferred provider status and expanding referral channels for veteran and hospital-related services.
- Directed staff training programs focused on service delivery and customer interaction, while introducing digital memorial services to align with evolving client needs and modernize operations.
Funeral Home and Cemetery Manager
Stonemor Partners
Hillsboro, USA
01.2017 - 11.2017
- Supervised daily operations across multiple funeral homes and cemetery locations, managing a team of six and ensuring full compliance with industry regulations and standards.
- Coordinated end-to-end funeral arrangements as a Licensed Funeral Director, aligning services with family wishes while maintaining strict adherence to legal and ethical guidelines.
- Standardized operational procedures across sites by streamlining documentation workflows and reinforcing regulatory compliance, resulting in improved consistency and efficiency.
- Introduced digital memorial service options to meet evolving client preferences, enhancing service offerings while preserving cultural and traditional values.
- Expanded market presence by developing targeted community engagement strategies, achieving a 40% market share within the local Hispanic community in just eight months.
Funeral Home Manager, Funeral Director/Embalmer
Dignity Memorial Funeral Homes (Alderwoods)
Portland , Oregon
08.2002 - 01.2017
- Managed all aspects of funeral home operations, including staff supervision, scheduling, budget oversight, and vendor coordination, ensuring seamless service delivery and regulatory compliance across multiple locations.
- Directed and performed embalming, preparation, and presentation of decedents with sensitivity and professionalism, maintaining strict adherence to OSHA, FTC, and state licensing regulations.
- Collaborated closely with families to plan and execute personalized funeral and memorial services, providing compassionate guidance while upholding the highest standards of ethical conduct and customer service.
- Represented the funeral home at community events, grief support groups, and civic activities to build trust, strengthen local partnerships, and enhance the organization's visibility and reputation within the community.
Education
Bachelor’s Degree - Business Organizational Management
Purdue Global
West Lafayette, Indiana06-2027
Diversity, Equity and Inclusion Leadership Training -
Dignity University
12-2024
Leading with Dignity - Leadership Development Training -
Dignity University
01.2020
ASIST Certification -
Oregon Army National Guard
04-2013
Associates Degree of Applied Science - Funeral Service
Mt. Hood Community College
Gresham, OregonSkills
- Operational Excellence
- Regulatory Compliance
- Group Presentation
- Process Optimization
- Change Management
- Hiring & Resource Management
- VA Benefits
- Relationship Management
- Leadership
- Public Speaking
- Budgeting & Cost Control
- Program Development
- Training & Mentoring
- Military Culture
- Hospitality Protocols
- Process Improvement
- Client Service Management
- Vendor Negotiation
- Strategic Planning
- Stakeholder Engagement
- SharePoint
- SalesForce
- M365
- Adobe
- Canva
- Google Suite
- Workday
- Zoom/Webex/Teams
Affiliations
- Dignity Memorial Mentor, 01/01/24
- Navy League Board Member, Current
- Kitsap County Halloween Bash Committee Member, Current
- VA Medical Center Mental Health Advisory Board Member, 01/01/13 - 01/01/15
- Mt. Hood Community College Funeral Service Advisory Board Member, 01/01/17 - 01/01/19
- Clackamas County Suicide Prevention Coalition Member, 01/01/18 - 01/01/19
- 2-218th FA Command Appointed Battalion FRG Volunteer, 11/01/12 - 12/01/14
Timeline
Non-Profit Board Member and Social Media Contributor
Navy League of the United States Bremerton-Olympic Peninsula Council
05.2021 - Current
Area General Manager
Dignity Memorial Funeral Homes
12.2019 - 03.2025
Funeral Home and Cemetery Manager
Foundation Partners Group
11.2017 - 11.2019
Funeral Home and Cemetery Manager
Stonemor Partners
01.2017 - 11.2017
Funeral Home Manager, Funeral Director/Embalmer
Dignity Memorial Funeral Homes (Alderwoods)
08.2002 - 01.2017
Bachelor’s Degree - Business Organizational Management
Purdue Global
Diversity, Equity and Inclusion Leadership Training -
Dignity University
Leading with Dignity - Leadership Development Training -
Dignity University
ASIST Certification -
Oregon Army National Guard
Associates Degree of Applied Science - Funeral Service
Mt. Hood Community College
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