Summary
Overview
Work History
Education
Skills
Timeline
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Crystal Bornmann

Santa Cruz

Summary

Experienced with leading sales teams to achieve significant revenue growth and customer acquisition. Utilizes strategic planning and effective communication to guide teams and meet targets. Track record of fostering strong client relationships and adapting to dynamic market conditions for sustained success.

Overview

16
16
years of professional experience

Work History

Sales Manager

Berryvale Natural Foods
02.2018 - 03.2025
  • Quick decision making at any time when given a challenge that must be resolved within minutes.
  • Maximized sales and minimized shrinkage through excellent customer service and adherence to standard practices.
  • Coached sales associates in product specifications, sales incentives and selling techniques, significantly increasing customer satisfaction ratings.
  • Set and assisted in product selection based on the standards of the store with consistent evaluation.
  • Handled customer relations issues, enabling quick resolution, and client satisfaction.
  • Increased sales revenue by developing and implementing effective sales strategies.
  • Organized regular sales meetings to review progress, share best practices, and set achievable targets for continued success.
  • Managed key accounts with strategic planning and relationship building, resulting in increased customer loyalty and repeat business.
  • Provided ongoing training and mentorship for junior sales staff, fostering professional development and career growth.
  • Analyzed market trends to identify new business opportunities, leading to expansion into profitable territories.
  • Conducted comprehensive market research to identify new opportunities and trends.

Organic Produce Manager/Buyer

Berryvale Natural Foods
06.2011 - 01.2018
  • Strengthened profits by reducing waste, controlling shrinkage and increasing team efficiency with optimized workflows.
  • Coached and mentored new team members.
  • Planned attractive produce displays, using color and texture to enhance.
  • Maintained produce display, and prep and storage areas in clean and orderly condition.
  • Organized efficient merchandise replenishment strategies to keep shelves stocked and well-organized for customers.
  • Priced produce to achieve margin and sales goals.
  • Assessed supplier quality to maintain tight cost controls and maximize business operational performance.
  • Orchestrated performance-oriented environment by closely supporting team members.
  • Negotiated with suppliers for favorable prices, terms, quality, and delivery.
  • Devised processes to boost long-term business success and increase profit level.

Organic Produce Stock Clerk

Berryvale Natural Foods
05.2009 - 01.2011
  • Pleasantly greeted customers and provided prompt and courteous service.
  • Assisted customers with price checking of fruits and vegetables and finding requested items in the department.
  • Inspected floor displays, noted missing items and immediately replenished merchandise.
  • Received and unloaded new items upon delivery and checked products for damage and order accuracy.

Education

BA - Environmental Studies

University of California, Santa Cruz
06.2004

AA - Liberal Arts

Cabrillo College
01.2002

Skills

  • Excellent Communication
  • Project Management
  • Database Management
  • Performance Monitoring and Evaluation
  • Leadership and Leadership Development
  • Microsoft Office Suite Expertise
  • Extensive Experience with PowerPoint
  • Relationship building
  • Sales team training

Timeline

Sales Manager

Berryvale Natural Foods
02.2018 - 03.2025

Organic Produce Manager/Buyer

Berryvale Natural Foods
06.2011 - 01.2018

Organic Produce Stock Clerk

Berryvale Natural Foods
05.2009 - 01.2011

AA - Liberal Arts

Cabrillo College

BA - Environmental Studies

University of California, Santa Cruz

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Crystal Bornmann