Sheree Tomasello
Summary
Dynamic leader with a proven track record at Massage Envy DBA PCRK Group, adept in P&L management and team leadership. Excelled in multi-unit management, driving a 319.68% increase in new membership cash, and fostering exceptional customer experiences. Specializes in operational efficiency and profitability optimization, leveraging KPIs and marketing strategy for sustained growth.
Overview
6
6
years of professional experience
1
1
Certification
Work History
Area Director
Massage Envy DBA PCRK Group
Northern Virginia
01.2024 - Current
- Responsible for all aspects of achieving area production targets
- Oversight of Operations, and Sales within the Virginia market
- Manages five Senior General Managers’ performance including performance management and team development while maintaining a positive work environment
- Oversee and manage 6-million-dollar budgets
- Monitored KPIs, financial statements, sales and activity reports to make data-informed decisions, measure productivity and execution of strategy to reach clinic goals
- Implemented the CARE sales framework; and developed policies and procedures, for a member base of over 5,000 to drive increased sales and excellent customer service
Area Manager
Gold’s Gym
DC Metro, Virginia Market
01.2023 - 01.2024
- Responsible for all aspects of achieving area production targets
- Oversight of Operations, Fitness and Sales within the Virginia market
- Manages eight general managers’ performance including performance management and team development while maintaining a positive work environment
- Oversee and manage 4.5-million-dollar budgets
- Analyzes sales statistics to recommend sales strategy and to assist gyms in promoting sales
- Coach and develop team based on performance, engagement and any other variables via coaching verbally or through formal disciplinary action and documented coaching records and Performance Improvement Plans
- Analyzes and controls expenditures of Area to conform to budgetary requirements
- Works with company leadership on Capital Improvement Plans and Budgets as well as P&L Reviews
- Increased revenue in multiple KPIs (New membership cash 319.68% over last year, eft billing 146.49% over last year, coaching revenue 91.98% over last year, front desk revenue 98.69% over last year and total revenue 121.52% over last year) for the entire Virginia Market
- Successfully over saw a presale for a new location that added 400 new EFT memberships prior to opening
- Facilitated new hire orientation and on boarding for all new team members for multiple levels (GM,AGM,FDA,PT, GGX INSTRUCTOR)
- Mentored other Area managers and coached them on how to meet KPI goals
- Over saw all HR complaints for Virginia market
- Conducted B2B sales for corporate partnership opportunities within the community
Multi-Unit Business Manager
Message Envy
Lake Ridge, VA, USA
01.2019 - 01.2023
- Progressive managerial experience with increased leadership responsibilities
- Proven multi-functional business leader and trusted advisor – driving sales and customer experience strategies, organizational effectiveness, results in turning around underperforming locations to drive increased revenue and retention; excellent organizational culture; and exceptional customer experience
- Background spans across several service industries, managing budgets of as much as $100k; and leading the strategy translation and execution of a variety of strategic initiatives
- Monitored KPIs, financial statements, sales and activity reports to make data-informed decisions, measure productivity and execution of strategy to reach clinic goals
- Implemented the CARE sales framework; and developed policies and procedures, for a member base of over 3,000 to drive increased sales and excellent customer service
- Reduced operating expenses by $15,000 per year
Business Manager
Complete Body Wellness LLC D/A Message Envy
Hillsborough, NJ, USA
05.2021 - 05.2022
- 12 months of consecutive membership gains with a result of 10% increase in member base, with an annual 17% attrition rate (the annual national average is 25%)
- Leveraged alumni network to establish a partnership between American Institute and Message Envy, which resulted in establishing a pipeline of massage therapist and front desk associates
- 30% retail sales growth against pre-pandemic baseline by establishing partnerships with Continuing education educators and vendor representatives and establishing CEU training for staff to maintain certification and deeper retail product knowledge
- Special guest for Message Envy’s National Podcast with Message Envy Corporate discussing sales best practices
- Implemented the CARE sales framework; and developed policies and procedures, for all five locations to drive increased sales and excellent customer service
- Monitored KPIs, financial statements, sales and activity reports to make data-informed decisions, measure productivity and execution of strategy to reach clinic goals
Education
Business Administration - Accounting
George Mason University
Fairfax, VA10.2024
Message Therapy -
American Institute
Somerset, NJSkills
- P&L
- KPIs
- Customer Experience
- Branding
- Marketing Strategy
- NPS
- Project management
- Budgeting
- Team Leadership
- Development
- Staff training and development
- Operational efficiency
- Multi-unit management
- Profitability optimization
Value Proposition
Proven success in setting organizations on course for sustainable growth and competitive advantage by developing strategies to increase revenue, reduce expenses, and maximize utilization of staff. Experienced manager in building performance-driven team cultures, and implementing game-changing strategies and programs to optimize operational efficiencies.
Certification
- Green Belt, Lean Six Sigma, 2024
- Massage Therapist License, 2018
Timeline
Area Director
Massage Envy DBA PCRK Group
01.2024 - Current
Area Manager
Gold’s Gym
01.2023 - 01.2024
Business Manager
Complete Body Wellness LLC D/A Message Envy
05.2021 - 05.2022
Multi-Unit Business Manager
Message Envy
01.2019 - 01.2023
- Green Belt, Lean Six Sigma, 2024
- Massage Therapist License, 2018
Business Administration - Accounting
George Mason University
Message Therapy -
American Institute
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