Summary
Overview
Work History
Education
Skills
Certification
Accomplishments
Timeline
Generic

STORMI HERWAT

Vallejo,CA

Summary

Heartfelt leader and licensed cosmetologist with 9 years of experience in sales growth, client relations, and operational leadership. Known for building strong, lasting relationships with clients and teams, and for coaching and developing others to excel in consultative sales. Creator of customized sales playbooks and brand-specific strategies that empower teams, increase revenue, and strengthen client loyalty. Skilled in account management, performance coaching, and driving repeat business through exceptional service. Adept at translating beauty industry expertise into results across outside sales, brand management, and spa or med spa operations. Thrives in performance-based roles with commission opportunities and a focus on growth.

Overview

7
7
years of professional experience
1
1
Certification

Work History

General Manager

Madison Reed
07.2025 - Current
  • Created and launched a sales coaching playbook that drove a 29% revenue increase and 41% retail sales growth within the first month.
  • Developed location-specific promotions that boosted Google reviews, increased new memberships, and generated measurable revenue growth.
  • Coached and mentored salon professionals to elevate service standards, strengthen customer engagement, and maximize sales opportunities.
  • Directed daily operations with an emphasis on service excellence, efficiency, and performance optimization across all shifts.
  • Oversaw timekeeping and inventory management, ensuring accuracy, compliance, and adequate supply levels.
  • Implemented targeted training programs to enhance staff skills in customer engagement, consultative sales, and product knowledge.
  • Analyzed key performance metrics to identify opportunities, drive improvements, and sustain revenue growth.
  • Set clear performance expectations while fostering a collaborative, motivating, and high-performing work environment.

Distributor Sales Consultant

Beauty Solutions
12.2022 - 08.2025
  • Managed a multi-city territory of 65+ salon accounts, leveraging CRM to track interactions, follow-ups, and sales performance while ensuring consistent account support and growth.
  • Built trusted, long-term relationships with salon owners and stylists; regularly recognized by clients as their best sales consultant due to personalized service and responsiveness.
  • Went above and beyond standard account support by personally assisting with inventory management, placing and delivering emergency orders, and merchandising retail areas to maximize sales impact.
  • Delivered tailored team trainings and customized sales strategies that elevated client performance, boosted retail sales, and strengthened brand loyalty.
  • Designed and promoted in-salon and resource center education events, frequently selling out classes with waitlists and creating new revenue opportunities.
  • Collaborated with brand partners to launch new products, execute merchandising strategies, and align salon growth with brand initiatives.
  • Prospected and developed new business opportunities while cultivating loyalty in existing accounts, expanding territory reach and market presence.

Spa Manager

Spavia
01.2022 - 09.2022
  • Led and managed a team of 10–18 specialists, including recruiting, interviewing, hiring, onboarding, and ongoing scheduling to maximize service coverage and efficiency.
  • Set and achieved sales goals across retail, memberships, and gift card revenue, motivating staff through coaching, contests, and incentives.
  • Provided weekly sales reports, payroll updates, and end-of-month performance tracking, adjusting monthly goals to align with annual business objectives.
  • Trained and coached staff to deliver exceptional guest experiences, educate clients on treatments and products, and increase retail sales.
  • Oversaw spa operations, ensuring treatment rooms and storage areas met state regulations, safety standards, and cleanliness requirements.
  • Directed inventory management to ensure accurate ordering, stocking, and cost control.
  • Supported marketing initiatives through email campaigns, in-house promotions, and social media content to drive new and repeat business.

Center Manager

European Wax Center
05.2021 - 01.2022
  • Led the successful launch and daily operations of a new EWC location, overseeing hiring, onboarding, and training for all front desk associates and wax specialists.
  • Implemented structured sales training and service scripts, increasing membership conversions by 25% within the first quarter.
  • Created and managed monthly contests tied to KPIs and service add-ons, boosting team performance and retail revenue.
  • Directed scheduling, payroll, and inventory management to ensure smooth operations and alignment with company standards.
  • Delivered coaching and ongoing development for staff in consultative selling, client engagement, and service excellence, raising overall guest satisfaction scores.
  • Monitored financial performance and KPIs, making adjustments to drive growth in memberships, retail, and client retention.

Salon Manager

Keter Salon
02.2019 - 09.2021
  • Directed all aspects of salon operations, including appointment book management, team scheduling, payroll, inventory audits, and front desk coordination for a commission-based team.
  • Forecasted and placed weekly product orders across luxury brands including L’Oréal Professionnel, Kérastase, Shu Uemura, Bumble and Bumble, and R+Co, balancing sales trends, service volume, and profit margins.
  • Achieved 25%+ retail growth in June, July, and January—months historically recognized as industry low points—by implementing targeted promotions and prescriptive sales coaching.
  • Developed and executed a year-long calendar of in-salon promotions, boosting seasonal revenue and driving ongoing client engagement.
  • Recruited, trained, and coached assistants and front desk staff, elevating client service standards, enforcing cleanliness protocols, and strengthening team performance.
  • Delivered ongoing product knowledge education following luxury brand trainings, with a focus on prescriptive retail recommendations, treatment upselling, and product launches.
  • Launched team contests and incentive programs, increasing staff morale, raising retail performance, and improving client retention.
  • Contributed to the salon’s ongoing recognition as Best of the East Bay (9+ years) by fostering a guest-focused, results-driven culture.

Education

Cosmetology -

Le Melange Academy
Napa, CA
06.2018

Skills

  • Account & Brand Management
  • Client Retention & Acquisition
  • Performance Metrics & Revenue Growth Analysis
  • Business Development & Strategic Planning
  • B2B Sales & Consultative Selling
  • CRM & Salesforce Expertise
  • Market Positioning & Lead Management
  • Negotiation & Relationship Building
  • Staff Training, Development & Recruitment
  • Scheduling, Operations & Inventory Management
  • Problem Resolution & Multi-Tasking
  • Effective Communication & Customer

Certification

Cosmetology License Present

Accomplishments

  • Alfaparf Milano Presidents Club Sales Award – Selected nationally among the top sales consultants in the U.S. for exceptional performance, client retention, and revenue growth. Recognized for consistently exceeding sales targets and building brand loyalty through education-based selling and strategic account support.
  • Best of the East Bay (9+ Years) – Managed and grew a top-rated salon consistently voted Best of the East Bay, credited to outstanding client experiences, strong team performance, and innovative business leadership.
  • Kérastase Ambassador of the Year – Recognized as the top-performing West Coast ambassador for excellence in education, leadership, and sales execution. Honored for driving major retail growth, elevating in-salon product knowledge, and delivering impactful training aligned with the brand’s vision.

Timeline

General Manager

Madison Reed
07.2025 - Current

Distributor Sales Consultant

Beauty Solutions
12.2022 - 08.2025

Spa Manager

Spavia
01.2022 - 09.2022

Center Manager

European Wax Center
05.2021 - 01.2022

Salon Manager

Keter Salon
02.2019 - 09.2021

Cosmetology -

Le Melange Academy

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STORMI HERWAT