Ashley White
St. Catharines
Summary
Results-driven leader with 9+ years of experience in strategic business management, revenue growth, program development, and customer experience leadership. Demonstrated expertise in leading cross-functional teams, optimizing operational workflows, and driving membership-based sales programs. Proven track record of delivering business results through data-driven planning, process innovation, and a steadfast commitment to high standards of service.
Overview
20
20
years of professional experience
1
1
Certification
Work History
Comfort Cart Volunteer
Marotta Family Hospital (formerly St. Catharines General Hospital)
02.2024 - Current
- Support patient hospitality efforts by delivering comfort items and enhancing patient experiences across hospital wards
Food Services & Administrative Support
Gillian’s Place
02.2024 - Current
- Assist with food services and administrative tasks to support operational needs at a non-profit serving the local community
Direct to Consumer Manager
Andrew Peller Limited
06.2015 - 10.2024
- Managed a $5M+ revenue channel focused on ecommerce and membership programs
- Recruited, trained, and coached a team of 10+ direct reports to exceed performance targets
- Oversaw full departmental business planning, budgeting, P&L, and operational strategy
- Led initiatives that improved membership acquisition rates and reduced attrition
- Implemented new systems to enhance revenue tracking, consumer engagement, and operational efficiency
Wine Specialist, Direct to Consumer
Andrew Peller Limited
09.2009 - 06.2015
- Built and maintained strong relationships as the first point of contact for customers
- Identified and executed new sales opportunities for wine products and membership programs
- Maintained customer and membership account data to support strategic planning and sales analytics
- Delivered consistent, high-quality customer service that helped exceed annual sales goals
Guest Relations Representative & Team Lead
Andrew Peller Limited
09.2005 - 09.2009
- Led and supported retail team members to drive wine sales and elevate guest experiences
- Provided customized concierge services for estate visitors, enhancing customer satisfaction
- Acted as a key information resource on local businesses, accommodations, and attractions
Education
Niagara-on-the-Lake Culinary Institute
Niagara-on-the-Lake, ON01.2002
General Arts & Science - undefined
Niagara College
Welland, ON01.2002
Skills
- Effective team leadership
- Staff Development
- Business Planning
- Financial budget oversight
- Revenue Growth
- Membership Programs
- Process Improvement
- Systems Implementation
- Customer Experience Optimization
- Data analysis
- Strategic Planning
Certification
- WSET Level 2, Wine & Spirit Education Trust, 01/01/24
- Dance Educators of America — Level 1 Certification, 01/01/02
Languages
English
Native or Bilingual
Timeline
Comfort Cart Volunteer
Marotta Family Hospital (formerly St. Catharines General Hospital)
02.2024 - Current
Food Services & Administrative Support
Gillian’s Place
02.2024 - Current
Direct to Consumer Manager
Andrew Peller Limited
06.2015 - 10.2024
Wine Specialist, Direct to Consumer
Andrew Peller Limited
09.2009 - 06.2015
Guest Relations Representative & Team Lead
Andrew Peller Limited
09.2005 - 09.2009
General Arts & Science - undefined
Niagara College
Niagara-on-the-Lake Culinary Institute
Similar Profiles
Yutao LiuYutao Liu
Student Nurse Internship at St. Catharines General Hospital, Respiratory UnitStudent Nurse Internship at St. Catharines General Hospital, Respiratory Unit
Shericka GraceShericka Grace
Environmental Services Housekeeper at Tampa General Hospital, St. Joseph's HospitalEnvironmental Services Housekeeper at Tampa General Hospital, St. Joseph's Hospital
Dimitri MartinezDimitri Martinez
Patient Access Specialist at Tampa General Hospital, St. Joseph's HospitalPatient Access Specialist at Tampa General Hospital, St. Joseph's Hospital