Tony Caldarola
Las Vegas,NV
Summary
Results-driven Sales Director bringing 20+ years of experience in sales, marketing, product development, and optimization. Skilled in developing and maintaining what I call "self sustaining" sales funnels from the ground up. This is a sales funnel that generates it's own leads, manages customer relationships, and utilizes retention strategies/programs to build the churn cycle into the sales cycle. Proficient in developing and applying advanced marketing, prospecting and merchandising strategies to accomplish promotional goals. Seasoned copywriter with a portfolio that demonstrates powerful print & online materials and a proven track record of success.
Overview
15
15
years of professional experience
Work History
Asst Director of Sales/Copywriter
Source Power Company
Remote, NY
09.2020 - 07.2022
- Recruited, trained, managed and evaluated sales staff members according to company standards.
- Conducted market research and reported on competitors.
- Conceptualized and executed innovative strategies to promote products in assigned territory.
- Developed and promoted weekly, monthly and quarterly sales objectives.
- Conducted regular meetings with the sales team to review performance and discuss objectives.
- Collaborated with marketing department personnel to optimize strategic initiatives.
- Resolved escalated customer complaints quickly and effectively.
- Ensured compliance with all relevant laws, regulations, policies, and procedures related to sales operations.
- Media purchasing, both direct and programmatic, through direct negotiation, DSP, SSP, and/or ad exchange depending on campaign specifics and budget
- Weekly reporting and optimization using KPIs to measure campaign strengths and weaknesses
- Meet with managing director monthly to review strategy and budgeting adjustments if necessary
- Sales and customer service agent training
- Prepared and formatted work for publication and submitted to printers or publishers.
- Created compelling and value-added content for blogs and social media properties.
- Translated complex technical information into concise yet compelling copy.
- Created engaging headlines that capture reader attention quickly.
- Developed headline copy for websites to highlight specific sales and promotions.
- Boosted website traffic by creating integrated social media strategies.
- Developed creative concepts for promotional campaigns based on client objectives and target audience.
- Reviewed and edited copy to ensure accuracy, clarity, consistency, and alignment with brand standards.
- Developed quality and individualized content for websites with keyword-rich text and solid call to action statements.
Management Consultant
Major ESCO Consultants llc
Jersey City, NJ
12.2017 - 03.2020
- Worked directly with energy client's executives to identify and resolve issues in the existing sales process or to build and install new systems, including:
- Campaign design
- Writing new or improving original sales scripts
- Managing vendors, including 3rd party sales, printers, TPV, EDI, and CRM
- Digital marketing
- Social Media content management
- Customer retention programs
- Updating customer-facing materials including websites, landing pages, digital & print ads, field materials/visuals
- Identifying regulatory vulnerabilities
- Writing & installing Standard Operating Procedures (SOP)
- Training/retraining sales teams and/or customer service agents
- Advised executives on strategic decisions related to mergers and acquisitions or market expansion efforts.
- Documented research findings and prepared polished reports highlighting results and potential improvement strategies.
- Identified areas of risk within existing operations and devised mitigation strategies.
- Executed online display ads through programmatic buying platforms such as Google Ads Manager or DoubleClick Bid Manager.
- Collaborated with clients to determine marketing objectives, budget parameters, and target audiences.
- Sourced suitable media channels for reaching desired audiences at optimal costs.
- Magnified brand awareness by compiling consumer information and market trends to mold marketing approaches accordingly.
Director of Sales
Browns Fuel Services
Staten Island, NY
01.2014 - 10.2017
- Built and designed marketing campaigns for online, direct and telesales channels, including copywriting, scripting, and agent training
- Responsible for day to day management of sales teams and ensuring regulatory compliance, as well as identifying and/or responding to any compliance issues
- Built and personally ran the customer retention department from the ground up, including writing & installing SoP for both winbacks and customer service response to potential cancellations to minimize churn
- Developed and executed paid social media campaigns, including media purchasing to drive traffic
- Responsible for analyzing campaign performance using KPIs for weekly optimization while managing spend to remain within budget allocation
- Worked directly with vendors Trusted TPV, LED Plus, and any 3rd party sales vendors on the back end to simplify processes for maximum efficiency
- Responsible for daily reporting, including sales totals from all channels, maintaining drop lists, lead data, and scrubbing applications
- Responsible for identifying and addressing any regulatory vulnerabilities and compliance issues and providing detailed reports on actions taken
- Worked inside the EDI to update customer information and active status, as well as ensuring proper pricing based on customer type, the offer they accepted, or if they were a new or returning customer.
- Improved profit margins by effectively managing expenses, budget and overhead, increasing closings and optimizing product turns.
- Utilized CRM systems to track leads, manage accounts and monitor competitor activity.
- Developed and significantly grew assigned territory 42% within first year.
Sales Coordinator
Brooklyn Style Catering
Brooklyn, NY
02.2011 - 11.2012
- Responsible for advertising company services, booking catering jobs/events, hiring & assigning staff for required dates, taking & submitting orders to the proper location, and scheduling + ensuring timely delivery & setup for catering jobs.
- Processed orders received from customers within specified timelines.
- Managed daily operations, client relations and IT.
- Monitored competitors' activities to stay ahead of the competition.
- Cultivated store brand and accomplished strategic business initiatives through close collaboration with district manager.
Director of Sales
Fierce Marketing Group
Bethlehem, PA
03.2007 - 10.2010
- Managed multiple sales teams across 3 states and handled back office operations including payroll and scheduling
- Responsibilities included:
- Finding, furnishing, and establishing a marketing office in each territory
- Securing a central location to serve as HQ and establishing operations
- Recruiting, interviewing, hiring, and training office and sales staff to operate numerous locations
- Built a sales force of over 500 agents producing thousands of sales per week
- Weekly reporting and oversight
- Maintaining regulatory compliance and disciplinary actions for bad agent behavior
- Personally wrote sales scripts for all products and third-party verification scripts for maximum effect while maintaining regulatory compliance
- Day to day management of direct sales teams and vendors
- Improved profit margins by effectively managing expenses, budget and overhead, increasing closings and optimizing product turns.
- Identified, developed and maintained relationships with key customers and partners.
- Utilized CRM systems to track leads, manage accounts and monitor competitor activity.
- Developed and promoted weekly, monthly and quarterly sales objectives.
- Maintained active sales contacts with assigned accounts to keep communication open and capture consistent revenue.
Education
High school diploma -
Holmdel High School
Skills
- Sales (10 years)
- Marketing (10 years)
- Microsoft Office (10 years)
- Office Management
- Project Management (10 years)
- Management Consulting (10 years)
- AI (2 years)
- Copywriting (10 years)
- Scripting (10 years)
- CRM software (8 years)
- Social media management (6 years)
- EDI (10 years)
- Vendor management (10 years)
- Customer retention (10 years)
- Customer acquisition (10 years)
- Digital marketing (10 years)
- Business development (10 years)
- Data mining (10 years)
- Salesforce (8 years)
- Graphic design (10 years)
- Adobe InDesign (6 years)
- Social Media Marketing (7 years)
- Sales Team Training (10 years)
- KPI Analysis (10 years)
- Sales Strategy Development (10 years)
- Marketing Strategy Development (10 years)
- Media Platform Assessments (8 years)
- Excellent Negotiating Tactics
- Sales Forecasting (9 years)
Additional Information
In the time since my last position I have been freelance consulting for energy clients in both deregulated and community solar.
References available upon request
References
References available upon request.
Timeline
Asst Director of Sales/Copywriter
Source Power Company
09.2020 - 07.2022
Management Consultant
Major ESCO Consultants llc
12.2017 - 03.2020
Director of Sales
Browns Fuel Services
01.2014 - 10.2017
Sales Coordinator
Brooklyn Style Catering
02.2011 - 11.2012
Director of Sales
Fierce Marketing Group
03.2007 - 10.2010
High school diploma -
Holmdel High School
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