Traci Vrana
Rochester Hills,MI
Summary
Experienced, self-motivated, and solutions-oriented Sales Leader with twenty-five years of industry experience in Enterprise sales, SaaS / PaaS solutions, professional services, and advertising monitization. Excels in leading highperforming teams, developing robust sales strategies, and fostering strong customer relationships. Bringing forth a proven track record of working collaboratively with internal and customer teams to achieve goals, increase revenue, and advance the sales cycle successfully. A strong leader with an entrepreneurial mindset and the ability and strategic knowledge to increase sales and develop strategies to grow and retain customer base. Adept in the following sales frameworks: MEDDIC, SPIN, Solutions Selling, and the Challenger Sale.
Overview
23
23
years of professional experience
Work History
Senior Account Director
Brightspot
Detroit, MI
03.2023 - 03.2024
- Managed a team of sales professionals (1 account executive and 2 BDR's) responsible for meeting monthly targets. Full cycle sales including pipeline forecasting, outbound / inbound lead, RFP, demos, negotiations, contract, and launch
- Consistently achieved revenue goals. Individually responsible for a $1.2M annual quota. Q12024 @ 110%.
- Drove a 17% increase in revenue from new logos by developing and implementing targeted sales strategies in the enterprise market..
- Delivered cross-sell/upsell around Brightspot SaaS / PaaS CMS platform, analytics tooling, professional services, and agency partnerships
- Collaborated with cross-functional teams including Solutions Engineering, Professional Services, Marketing, and Customer Success throughout the deal process.
- Leveraged strategic tools to prospect effectively, resulting in a 15% increase in lead generation and a more targeted approach to go-to-market strategies in partnership with marketing
- Cultivated relationships with key decision makers at at Enterprise clients (($500M+) at the CIO, CTO, and CMO levels and their downlines to drive sales initiatives.
Enterprise Sales Director
WordPress VIP
Detroit, MI
11.2020 - 03.2023
- Generated revenue for sale of WPVIP Enterprise SaaS / PaaS CMS platform, Analytics tooling, professional services, and technology and agency partnerships. Responsible for $1.5M annual quota. Consistently exceeded sales targets by 25% or more.
- Implemented innovative strategies to double lead pipeline which resulted in a 30% increase in new logo and growth opportunities with Enterprise clients with $500M + revenue.
- Introduced monthly team product knowledge and learning sessions as well as strategic industry overviews and go-to-market refreshes
- Managed complex RFP cycles, resulted attribution of 15% increase in proposal win rate
- Constructed proposal and product demos for client, partner, and agency base where required.
Sr. Sales Director
DriveTribe / FoodTribe
Detroit, MI
07.2019 - 11.2020
- Managed team of 3 account executives. Lead weekly team meetings focused on goal setting, deal tracking, problem solving, and customer needs.
- Responsible for $1M individual annual quota. Exceed sales target resulting in 30% increased revenue in the US & Canadian markets
- Created and implemented editorial monetization opportunities leading to a 25% increase in sellable bandwidth
- Implemented IAB digital advertising standards leading to a 30% increase in delivery accuracy, enhanced targeting capabilities, and a 25% reduction in contract processing time.
Account Director
Group 9 Media
Detroit, MI
01.2017 - 06.2019
- Identified new business opportunities, resulting in goal achievement of 104% of 2017 goal, 97% of 2018 Q1 goal, 98% of 2019 Q1 goal, and 101% of 2019 Q2 goal against a goal of $12M.
- Provided leadership in developing innovative ideas for custom client programs driving a 30% increase in customer satisfaction and 10% increase in customer retention.
- Was point of contact for resolution on clients' needs, requirements, and capabilities within the organization.
- Reviewed performance data from previous campaigns and projects in order to identify areas requiring improvements, optimizations, or up-sells.
Director of Sales
Zefr
Detroit, MI
02.2016 - 12.2016
- Led successful sales efforts in Michigan and Ohio, exceeding quarterly targets by 15%. Responsible for $10M in annual quota.
- Analyzed customer feedback and metrics to identify areas of improvement in sellable initiatives and services. Sellable opportunities include YouTube and social influencer programs, data enriched targeting capabilities, and programmatic advertising monetization
- Implemented pricing rate card strategies that increase revenue while maintaining customer loyalty.
VP of Midwest Sales
Townsquare Media
Detroit, MI
03.2014 - 02.2016
- Managed a team of 15 professionals, providing guidance and direction to ensure successful execution of projects. Responsible for $15M in annual goal, and exceeded sales targets by 20%
- Created and analyzed data for weekly ELT reports to showcase revenue forecasts, P&L, operational improvements, and trends
- Led cross-functional team in developing initiatives for development of team management including hiring, reviews, training, mentorship, etc
- Developed monthly training and knowledge share across all regions to aid in team growth, collaboration, and accountability.
VP of Central and West Sales
About.com
Detroit, MI
05.2010 - 03.2014
- Managed a team of 12 professionals responsible for $14M in annual goal, and consistently exceeded sales targets by 10% or more.
- Analyzed competitive landscape to develop strategies for maintaining a competitive edge in the industry around search, ad monitization, and custom programs..
- Facilitated all revenue forecasting with self-created reports & dashboards for CEO-level decisions.
Account Executive and Director
AOL
Detroit, MI
09.2001 - 05.2010
- Various roles within the organization, responsible for $25M+ in annual goal. 2008 revenue was $28MM, 2009 was $36MM, and 2010 was $42M.
- Developed relationships with key decision makers through regular client visits and follow-up calls to cross-sell and upsell where appropriate..
Education
Masters of Business Administration -
Oakland University
12.2003
Skills
- Sales strategy development
- Competitive Analysis
- Strategic Planning
- Data-driven decision-making
- Business Development
- Customer Relationship Management
Timeline
Senior Account Director
Brightspot
03.2023 - 03.2024
Enterprise Sales Director
WordPress VIP
11.2020 - 03.2023
Sr. Sales Director
DriveTribe / FoodTribe
07.2019 - 11.2020
Account Director
Group 9 Media
01.2017 - 06.2019
Director of Sales
Zefr
02.2016 - 12.2016
VP of Midwest Sales
Townsquare Media
03.2014 - 02.2016
VP of Central and West Sales
About.com
05.2010 - 03.2014
Account Executive and Director
AOL
09.2001 - 05.2010
Masters of Business Administration -
Oakland University
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