Steffen Cherry Resume
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TEFFEN HERRY
1200 West Avenue Miami, FL 33139 305-788-0491 (cell) steffen.cherry@gmail.com
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Excellent Sales, Marketing & Management skills with a track record of successfully streamlining operations and
increasing sales. Exceptionally strong negotiating and deal-making qualifications. A resourceful decision-maker
that combines strong leadership and organizational skills with the ability to direct high-level business affairs.
Excel in the establishment of strong business alliances, joint ventures and licensing agreements with an emphasis
on growing profit margins and gaining market share. Additional strengths include:
Business Process & Strategy Development Strategic & Operational Planning
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Forecasting, Budgeting & Cost Control Operations Management & Engineering
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Quality & Productivity Improvement Market Analysis, Penetration & Expansion
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Pricing Strategies & Product Introduction Restructuring & Revitalizing Sales Departments
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Major Account Development & Management Creating & Launching Brand Awareness Programs
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PE
ROFESSIONAL XPERIENCE
THENOWMALL.com, Indianapolis, IN
(2005 – present)
(Formerly known as 30MinuteMALL.com)
Senior VP Operations
Promoted to direct and provide executive guidance for operations, sales, marketing, finance, human resources
and IT for the purpose of reversing 9 months of operating losses. Accountabilities include forecasting, capital and
operating budgeting, cash management, internal controls, payroll, HR, and general administration. Responsible
for identifying and mitigating business and operational risks. Manage 6 direct reports and 27 multi-level support
staff. Report to the Chief Executive Officer.
Key Results:
Co-founded an online personal shopping service which integrates a network of consumers,
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CyberValet Personal Shoppers and local or national retailers using wireless technology, a fleet of
local vehicles and the Internet.
Jumpstarted stagnant sales and managed 35% monthly growth rate.
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Grew member database from 900 customers to over 10,900 in a 5 month period.
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Launched an aggressive restructuring campaign to transition existing Personal Shoppers (known
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as CyberValets) from employee status to independent contractors. Went from 6 paid employees
to 22 independently contracted CyberValets in 120 days.
Launched a new sales program to increase client base quickly to reach breakeven.
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Overcame previous management marketing failures to penetrate the consumer market by
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eliminating all frivolous marketing programs that did not give quantifiable results then focused
on the programs that delivered measurable results.
Completed a successful re-branding effort to change the image of the company from a Personal
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Shopping service to an online media business.
Rolling out phase one of the TheNOWMALL business system expansion into 4-5 markets,
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Indiana, South Carolina, Pennsylvania and Florida.
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TEFFEN HERRY
Corporate Communications Group, Miami, FL
(2004-2005)
Director of Sales & Authorized Partner Operations
Recruited to spearhead the development of a call center, from scratch to finish, handling sales calls for BellSouth as an
Authorized Partner. Managed 2 direct reports and 10 multi-level support staff. Reported to the Owner.
Key Results:
Authored the operations/training manual for in-house and outside sales staff.
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Assisted with expansion into international markets for off-shore call handling.
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Willow CSN Incorporated, Miami, FL
(1998-2002)
Director of Learning & Development
Joined senior management team to introduce the Willow concept into the South Florida market. Overcame initial
obstacles associated with pioneering a new business method using an innovative technology infrastructure. Managed
the delicate balance between number of CyberAgents and number of clients. Integrating 15 major national call centers
in a 12 month period. Lead the charge to locate ample training facilities to house the number of CyberAgents required.
Key Results:
Contributed to the acquisition of 15 major national call centers in a 12 month period. Examples are
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GE Financial, Staples, AAA, 1800 Flowers.com, HSN, Alamo Rent-A-Car.
Located, negotiated and implemented the Willow CyberAgent Training Program in Miami-Dade
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Community College, Broward Community College and CompuServe.
Coordinated the training of 2,500 CyberAgents to the customer service protocols of over 25 major
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call centers.
Managed 7 direct reports and 21 Curriculum Development Specialists and Instructors.
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Played a key role in the development of Willow’s Distance Training Program.
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Developed the recruiting/screening program used to identify quality CyberAgent candidates.
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Instrumental in developing the scheduling software used to coordinate and create efficiencies
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between the CyberAgents and their respective clients (StarMatic).
Developed Willow from a start up to a $41 million dollars company in 5 years.
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The Willow Corporation, Toronto, ON
(1991-1998)
Manager of Field Operations
Co-founded Willow Corporation out of a need to hire remote call center agents. Pioneered technology and equipment
that allowed call takers to remain at home while performing their duties. Increased customer service efficiency,
productivity, retention and recruiting ability. Managed a turn-key home delivery program for McDonald’s Restaurants
of Canada.
Key Results:
Pioneered an untapped industry.
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Overcame all barriers to entry for an unfamiliar and unproven business system.
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Signed 7 major Canadian call centers in first 2 years of operation.
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Convinced McDonald’s to allow our company to handle their call center operations and home
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delivery of their food.
Generated $1.3 million dollars in revenue for first 3 restaurants in 1 year equaling drive thru sales.
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Managed operations for 24 restaurants located in Kingston, London, Windsor, Brockville and
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Napanee, Ontario.