Summary
Overview
Work History
Education
Skills
Timeline
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Selena Rattray

Hamilton,ON

Summary

HIGH PERFORMING SALES MANAGER Sales professional with over 13 year’s people management experience. Successfully managed and lead a sales team to meet and exceed objectives year after year Top ranked district for 3 new product launches within various existing categories for 2 year in a row- sales increased in the total category sales by 75%, 73% and 76% EXPERTISE People Management Tracking/Measuring work effort Managing Sales Budgets Coaching and Training Sales Analysis & Strategies Planning & Forecasting New Business Development Presentations and Proposals Key Account Management Operations Management Health and Safety/WHMIS Loss prevention

Overview

22
22
years of professional experience

Work History

Director of Sales

CONNECT HEARING CANADA
01.2020 - Current
  • Oversaw all sales and operations for 19 hearing clinics across Southwestern Ontario
  • Managed a team of 3 Regional Clinical Managers, 23 Audiologists/Hearing Instrument Specialist and over 20 support staff
  • Primary focus was sales coaching, team motivation, capacity management, sales conversion and creating market demand
  • District Sales exceeded month over month by building and executing a solid sales plan, leading and coaching the sales team, setting and achieving quotas, and monitoring sales opportunities
  • District Sales exceeded month over month by building and executing a solid sales plan, leading and coaching the sales team, setting and achieving quotas, and monitoring sales opportunities
  • Conducted in depth sales analysis, monthly/weekly/daily sales tracking, and set individual/clinic targets
  • District Sales Conversion was 114% to target for fiscal 2015
  • Clinic generated demand for prospective clients was 103% to target for fiscal 2015
  • Planned and executed local area marketing events such as trade shows, health fairs, lunch and learns and educational seminars for local health care professionals (Physicians, chiropractors, physiotherapists, PSW’s and other various health care providers)
  • Planned and piloted several marketing programs to optimize lead generation that were so successful it led to a company wide launch
  • Multiple leadership awards

Regional Sales Director

CONNECT HEARING CANADA
01.2015 - 01.2020
  • Oversaw all sales and operations for 19 hearing clinics across Southwestern Ontario
  • Managed a team of 3 Regional Clinical Managers, 23 Audiologists/Hearing Instrument Specialist and over 20 support staff
  • Primary focus was sales coaching, team motivation, capacity management, sales conversion and creating market demand
  • District Sales exceeded month over month by building and executing a solid sales plan, leading and coaching the sales team, setting and achieving quotas, and monitoring sales opportunities
  • District Sales exceeded month over month by building and executing a solid sales plan, leading and coaching the sales team, setting and achieving quotas, and monitoring sales opportunities
  • Conducted in depth sales analysis, monthly/weekly/daily sales tracking, and set individual/clinic targets
  • District Sales Conversion was 114% to target for fiscal 2015
  • Clinic generated demand for prospective clients was 103% to target for fiscal 2015
  • Planned and executed local area marketing events such as trade shows, health fairs, lunch and learns and educational seminars for local health care professionals (Physicians, chiropractors, physiotherapists, PSW’s and other various health care providers)
  • Planned and piloted several marketing programs to optimize lead generation that were so successful it led to a company wide launch
  • Multiple leadership awards

District Sales Manager

CASA CUBANA/SPIKE MARKS INC
01.2010 - 01.2015
  • Promoted to lead a team of 10 Sales Representatives covering all of Western Ontario with multi-million dollar sales increasing every year
  • Primary focus was to coach and motivate team on proper sales techniques, grow distribution, increase sales, monitor performance, and manage the day to day responsibilities of leading a sales team
  • District Sales, for a brand new product launch, increased 51% over last year through building a sales plan, leading a sales team, setting and achieving quotas, and monitoring sales opportunities
  • Salvaged product line by identifying trends and opportunities which resulted in implementing a special projects manager and a 73% increase over last year
  • Key Account role - Increased corporate account sales through building and maintaining rapport with major corporate chains, regional chains and wholesalers
  • (I.e
  • Big Bee, Hasty Market, Little Short Stop, Lumsden Brother’s, Wallace and Carey, Costco, Loblaw’s, Sobeys and Metro)
  • Conducted in depth sales analysis, monthly/weekly sales tracking, and reporting on activities
  • This information was used as a tool with other District Sales Managers
  • Responsible for an operating budget and was able to consistently find efficiencies that reduced operating costs by over 2% annually
  • Exceeded all department objectives, in spite of challenges faced with limited staff and large territories
  • Accountable for all hiring, training, performance evaluations, and termination.

General Manager, Operations Manager

Sport Chek/Coast Mountain Sports
01.2001 - 01.2010
  • Advanced through numerous promotions, including, , to oversee an A volume big box location
  • 4.5 million, 40,000 square ft
  • Location with direct reports including: Operations Manager, Assistant Manager, 3 Department Managers, Merchandising Coordinator and responsible for over 40 sales staff
  • Increased sales in the first year by over 10% through; careful staff recruiting, ongoing training and development, impactful merchandising, exceptional ad execution and high attention to loss prevention
  • Planned and executed all aspects of visual merchandising within various departments resulting in one of the biggest Boxing Day comps ever with over 120% increase in sales
  • Asked to lead a special projects team that was responsible for planning all operational tactics as well as provide training to the new managers and employees in all new store openings
  • Ensure compliance of policies and procedures including: loss prevention, payroll, sales budgets, merchandising standards and store visual standards
  • Weekly, monthly product knowledge seminars with staff and management and provided on going floor management

Education

Associate of Arts Degree - Undergrad – Psychology

Washington State University, Hood Community College
Vancouver, WA

Skills

  • BBI interviewing training March 2007
  • Excellent with Microsoft Applications, Smartsheet, Internet and E-mail
  • Selena Rattray Page 2

Timeline

Director of Sales

CONNECT HEARING CANADA
01.2020 - Current

Regional Sales Director

CONNECT HEARING CANADA
01.2015 - 01.2020

District Sales Manager

CASA CUBANA/SPIKE MARKS INC
01.2010 - 01.2015

General Manager, Operations Manager

Sport Chek/Coast Mountain Sports
01.2001 - 01.2010

Associate of Arts Degree - Undergrad – Psychology

Washington State University, Hood Community College

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Selena Rattray