Shirda (Shari) Alli
Ajax,ON
Summary
Dynamic and results-driven sales professional with over 15 years of experience in B2B territory management and account development across both national retailers and independent dealers. Extensive background in the window coverings industry, representing legacy brands such as Bali, Graber, and Alta. Skilled in providing tailored product solutions to diverse clients, driving sales growth, and strengthening market presence through a hands-on, customer-first approach. Proven success in retail and dealer channels with a reputation for trust, service, and consistent results.
Overview
16
16
years of professional experience
Work History
Area Sales Manager
CBG- Custom Brands Group-(Hunter Douglas)- Alta- ES Window Treatments -Special Order Blinds
06.2022 - 10.2024
- Worked under the Hunter Douglas umbrella representing the Alta and ES Blinds and Shades brands, specializing in special-order window coverings for independent dealers and franchise owners.
- Delivered tailored client solutions to address challenges, strengthen relationships, and ensure high customer satisfaction.
- Highlighted program value in client meetings by identifying opportunities for increased sales, operational efficiency, and long-term growth.
- Led dealer education through process training and live product demonstrations, including sessions of up to 100 attendees, effectively driving engagement by showcasing key features, benefits, and product limitations.
- Successfully secured new business partnerships with Benjamin Moore retailers and hardware stores through proactive outreach and relationship-building efforts, driving brand awareness and expanding market presence.
- Focused on developing strategic partnerships with retailers and premium product ensuring that the brand was top of mind for key customers.
- Led product training sessions for large groups (up to 100 attendees) to ensure brand consistency and product knowledge, driving brand loyalty and market share expansion.
- Leveraged Salesforce CRM to analyze interactions, extract insights, and refine sales strategies for optimal results.
- Provided exceptional face-to-face customer service, dedicating up to 75% of daily activities to fostering loyalty and retention.
Field Sales Representative
Springs Window Fashion- Bali-Graber Window Treatments - Special Order Blinds
04.2012 - 06.2022
- Spent 10 successful years with Springs Window Fashions, representing trusted brands such as Bali, Graber, and Signature Series.
- Partnered with major national retailers including Home Depot, Lowe's, and RONA, as well as franchise owners like Budget Blinds and 3D Decorators.
- Played a key role in supporting category growth through merchandising, program rollouts, and territory development.
- Recognized with four consecutive national sales awards for delivering strong year-over-year growth and consistently exceeding performance expectations.
- Drove significant sales by building strong relationships across multiple departments at Lowe's, including securing two large sales totaling $150,000 through the Lowe's Commercial Department.
- Played an integral role in increasing brand visibility and sales through customized product demonstrations and strategic relationship-building initiatives within retail and out-of-home sectors.
- Delivered product training and marketing support, helping clients understand key product features, leading to higher adoption rates and increased revenue.
- Developed a motorization workshop, driving sales from $0 to $100,000 in one year.
- Maintained a high level of client satisfaction by providing exceptional customer service, resulting in strong brand loyalty and repeat business.
- Achieved exceptional sales growth, consistently surpassing sales goals by engaging key clients and strategically targeting high-potential markets.
Sales Specialist & Paint Specialist
Windows & Walls, Lowe's
04.2009 - 04.2012
- Worked in the paint department, specializing in selling premium products such as Para Paints, Valspar, and a variety of stains.
- Consulted with clients to understand their unique needs and projects, providing tailored recommendations.
- Led sales strategies that elevated department performance, securing a top 10 national ranking.
- Maximized brand awareness through product presentations, promotions, and relationship-building activities.
- Implemented planogram-driven merchandising and promotional campaigns, contributing to increased visibility and sales performance.
- Worked with internal teams to optimize product displays, inventory management, and promotional strategies.
Skills
- Revenue Growth & Market Expansion
- Client Relationship Management
- Strategic Partnership
- Customer Focus
- Product Demonstration
- Data-Driven Insights
- Sales Strategy Development
- Brand Equity
- Market Visibility
- Cold Calling
- Team Collaboration
- Target Achievement
- CRM
- Salesforce
- High-Energy Sales
- Microsoft Office Suite
- Data Analysis
- Reporting
- Social Media Strategy
- Content Strategy
- Event Management
- Promotion Tools
- Communication Skills
Personal Information
Title: Key Account Manager
Professional Highlights
- Achieved 4x Sales Growth: Delivered consistent year-over-year revenue increases through strategic account management and exceptional client satisfaction.
- Client-Centric Relationship Management: Fostered brand loyalty and repeat business by building and nurturing key client relationships with tailored solutions and outstanding service.
- Proven Partnership Success: Secured partnerships with major retailers, enhancing brand presence and market reach.
- Brand Equity & Market Expansion: Led initiatives that boosted brand visibility and market share through innovative marketing.
- Energy & Drive: Known for a high-energy sales approach that motivates teams and drives results.
- Travel Experience & Team Collaboration: Extensive travel across multiple provinces, collaborating with teams on projects and training.
- Strong Negotiation Skills: Consistently secured favorable terms and agreements with clients and partners.
- Data-Driven Decision Making: Utilized sales analytics and client feedback to drive strategic decisions.
- Effective Communication: Skilled in presenting complex products and services clearly.
- Results-Oriented: Demonstrated ability to exceed sales targets through strategic planning.
- Proactive Problem Solving: Identified and addressed potential issues before they impacted clients.
- Cross-Functional Collaboration: Worked closely with marketing, product development, and customer service teams.
Timeline
Area Sales Manager
CBG- Custom Brands Group-(Hunter Douglas)- Alta- ES Window Treatments -Special Order Blinds
06.2022 - 10.2024
Field Sales Representative
Springs Window Fashion- Bali-Graber Window Treatments - Special Order Blinds
04.2012 - 06.2022
Sales Specialist & Paint Specialist
Windows & Walls, Lowe's
04.2009 - 04.2012
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