Growth and Profit-Focused Sales Executive
History of growing and managing a companys sales revenue and organization to EXPAND MARKET FOOTPRINT and MAXIMIZE SHAREHOLDER VALUE. Measurable track record of achieving sales goals
in diverse business environments and leading team revenues of $1.8B. Particular strength in developing and implementing strategy including Market Development, Target Market Segmentation, Positioning, Product/Service, Pricing, Competitive, Acquisition and Customer Retention.
Distinctive Leadership Approach: Excellent communicator and influencer who develops trust and works as a partner with key decision-makers. Proven ability to affect change and lead an organization through substantial transformation from a "transactional" sales culture to a "relationship/solutions minded" organization. Strong people motivator and builder of energetic team spirit to achieve maximum performance.
Business Value / ROI: Proven ability to (1) Create strategies and plans that enable an organization to increase growth and maximize market penetration, including developing effective ways to sell into highly competitive markets, (2) Engage directly with the C-suite at the client site, cultivating performance based relationships focused on needs identification, execution issues and retention risk, (3) Build, develop and motivate top performing sales teams with a strong commitment to attaining market leadership.
Professional Experience and Performance Milestones
HULCHER SERVICES INC. US Headquarters, Dallas TX 2012 to 2014
$250M, leader of diversified logistical Supply Chain Services for transportation, manufacturing, general industry and governments in the United States, Canada and Mexico.
Vice President Sales
Key driver in shaping the business / sales roadmap, re-engineering infrastructure and processes, and leveraging expertise to navigate the company through organizational change. Pivotal role in transforming sales culture from an outdated unsophisticated under-performing unit to a high-performing customer-focused operation, to accelerate results and maximize ROI. Role required ability to (i.) Think competitively, from a value innovation perspective, create long-term sales plans and strategies that reach beyond existing market demand; (ii.) Attain results through others; garnering the support of the sales force and key stakeholders to ensure that change sticks.
" POSITIONED THE BUSINESS FOR SUSTAINABLE GROWTH: Provided strategic direction, innovative vision, sales leadership and operational management to deliver double digit growth two consecutive years, generating $57M in revenues. Accelerated new business development, market awareness and demand generation by identifying new opportunities, including designing new product revenue channels, to increase market share compete achieved significant growth in two strategic products, 49% and 50% respectively.
" ACTED AS RESULTS-DRIVER: Developed and executed aggressive strategies to revitalize, restructure and re-tool a struggling operation. Key focus on building a disciplined organizational infrastructure and leveraging technology to sustain overall growth and competitiveness, including: (i.) Best-in-class sales leadership training; (ii.) Standardized sales tools and processes; (iii.) Performance management best practices; (iv.) Reward and recognition programs; (v.) Technology applications including CRM and sales data metrics; (vi.) New talent acquisition process (vii.) Redesign of sales job descriptions and expectations, as well as compensation plans.
" BUILT A SUCCESS-ORIENTED SALES TEAM: Recruited 6 top-caliber sales leaders to lead and coach a 50-member national sales team. Applied a multidimensional approach (process, people, strategy) to develop the right sales mindset, focused on service, quality and commitment to corporate vision. Created an empowered, self-directed group that went the extra mile and performed at outstandingly high standards. Reduced attrition by 15% and developed high-impact training models (sales on-boarding, strategic selling, cultivating meaningful relationships) that improved effectiveness, customer experience and satisfaction.
Tracy L. Heiner Page 2
WASTE MANAGEMENT, INC., US Headquarters, Houston, TX 2011 to 2012
$13.5B, North American leading provider of integrated environmental solutions.
Vice President of Sales
Provided leadership critical to the execution and achievement of corporate revenue and profit objectives for $1.8B Recycling Division. Led immediate goal of establishing disciplined sales management practices, creating synergy and value with Waste Managements core business, and accelerating effectiveness of a 60-member highly specialized sales force. Led an inside sales group supporting the mission and vision of Recycling initiatives across the US, and managed multiple sales channels inclusive of B2B and B2C.
" LED TRANSFORMATION OF $1.8B DIVISION: Harnessed core Business resources (1500 sales people) with dedicated Division sales team to create a collaborative environment, providing value-added services across a greater market reach generated 139% of revenue goal and 161% of profit target. In addition, transitioned an inside Customer Support Sales group from a revenue retention orientation to a revenue generating orientation, improving production by 30%. Implemented specific sales channel strategies for Commercial Property market vertical, reducing customer costs by up to 35% and increasing revenues by $7.2M.
BRINKS, INC., US Headquarters, Dallas, TX 2006 to 2011
$770M, 151-year old worldwide leader in secure logistics solutions for retailers, financial institutions, governments, diamantaires and jewelries based in over 50 countries and 6 continents.
Vice President Sales, National Strategic Accounts (2009-2011)
Vice President National Field Sales (2007-2009)
Vice President Sales & Marketing (2006-2007)
Fast track progression through increasingly responsible, highly visible roles. Initially recruited to oversee sales and marketing functions to achieve corporate objectives of sales, growth and profitability. Subsequently, assumed leadership of National Field Sales, and ultimately, National Strategic Accounts. Provided direction and guidance to a team of 10 National Strategic Account Managers with a combined portfolio of $305MM annual revenue, including the top 75 financial institutions in the US. Emphasis on restructuring and revitalizing stalled US sales organization to reflect a more lean, nimble and customer-focused Brinks, while adding new sales channels. Served as Product Champion, developing go-to-market strategies across three distinctive sales channels.
" ORCHESTRATED TURNAROUND OF UNDER-PERFORMING SALES ORGANIZATION: Developed new accountability tools, pipeline management process, and key account retention programs, as well as sales compensation programs to create value for sales resource efforts. Positioned sales group as highest performing national team, while extending long-term agreements with top-tier customers. Achieved retention of net portfolio revenue of $305M and new revenue growth of $18.5M, a 6.1% improvement.
" DROVE GREATER SHAREHOLDER VALUE: Pioneered groundbreaking logistics and supply chain solution that delivered over $2M annual savings for 2nd largest corporate client ranked in the top third of Financial Institutions in the US market. Designed individual Strategic Account Plans for 25 highest impact Banking sector customers with primary focus on understanding client objectives, growth and retention of revenue sources.
" TRANSFORMED SALES METHODOLOGY: Designed and executed industry changing national account sales, account management and customer service framework that improved account retention by 12%, grew new revenues by $90M+ (13% improvement over plan), and led to acquisition of nearly 1,300 new accounts (21% above prior year). Designed and implemented a unique and sophisticated coaching and certification leadership initiative that positioned each of the six sales regions to exceed revenue goals over prior year. Key driver in reducing sales staff turnover by 24%, enhancing succession planning and creating future leaders.
" CONSISTENTLY ACHIEVED / SURPASSED SALES TARGETS: Established three distinct sales channels and built a high performance, customer-oriented sales and marketing organization, focusing on Talent, Culture, Strategy and Best Practices to meet market demands and needs. New design boosted gains in market share, brand awareness, and ROI: 2009-13.5% above plan; 2008-7.9% above plan; 2007-6.5% above plan.
Tracy L. Heiner Page 3
Professional Career Summary and Additional Contributions
LOOMIS FARGO & CO., Houston, TX 1990 to 2006
$560M international leader in the cash handling services industry with 400 + operating locations in the US and Europe.
Western Regional Sales Manager, Salt Lake City, UT (2000-2006)
Northeast Regional Sales Manager, Andover, MA (1998-2000)
Vice President Banking Services, Fredericksburg, VA (1996-1998)
Territory Sales Manager (1990-1996)
Fast track progression through increasingly responsible leadership roles, with initial focus on managing a 4-state territory. Later, promoted to oversee a portfolio of the top 15 national clients in the banking vertical. Ultimately, responsible for 26 Field Sales resources and four National Account Executives for $136M division. Key driver in developing and implementing sales strategies to achieve aggressive growth targets, including structuring benchmark partnerships and agreements, as well as customer satisfaction initiatives that increased sales volume and market share.
Education BS, Consumer & Economic Studies, University of Utah, Salt Lake City, UT (1990)