Lacy Martinez
Swansboro
Summary
National Sales Director with 17 years of experience in trade showroom sales. Excels in leadership roles, using empowering motivation and effective incentive programs to drive employee sales performance. Leverages effective sales strategies to increase sales and client retention. Proficient in independent decision-making skills and provide sound judgment to impact company success positively. Dedicated to applying training, monitoring, and morale-building abilities to enhance employee engagement and boost performance.
Overview
17
17
years of professional experience
Work History
Ferguson Category Sales Manager
LIXIL
05.2024 - Current
- Increase category sales by developing and implementing effective marketing and selling strategies.
- Implemente innovative merchandising techniques that contributed to increased store traffic and overall category sales for ceramics and fittings.
- Analyze market trends to identify new growth opportunities for the LIXIL brands.
- Enhance brand visibility through targeted promotional campaigns and product placement initiatives through the counters, showrooms and Build.com
- Deliver recommendations for long-term sales goals to promote brand awareness to key audience.
- Collaborate with sales, marketing, and management teams to develop solutions and accomplish shared objectives.
NATIONAL SHOWROOM SALES DIRECTOR
LIXIL
11.2020 - Current
- Develop and execute business strategies, increasing revenue and effectively targeting new markets.
- Responsible for $130M of showroom trade channel sales
- Establish departmental performance goals and provided feedback for underperforming areas to achieve daily and long-term goals.
- Train and guide team members to maintain high productivity and performance metrics. Initiated a mentoring program to improve areas of weakness.
- Track trends and suggested enhancements to challenge and refine the company's product offerings.
- Interact well with customers to build connections and nurture relationships.
- Lead showroom strategy for decorative buying groups LPG, AD Decorative & DPHA.
- Work closely with organizational leadership and management teams to guide operational strategy.
- Form strategic partnerships and connected with potential clients to drive business development.
- Assist with sales and marketing strategies to foster achievement of revenue goals.
- Leverage professional networks and industry knowledge to strengthen client relationships.
- Create customized playbooks for field team associates based on customer & market strategy.
- Develop pitch decks for field team and customer presentation meetings.
- Create training sales plays & activation guides for consumer-centric focus for internal showroom sales team.
- Lead strategy, creation and delivery of sales training including both technical product details and sales skills.
REGIONAL SHOWROOM MANAGER
LIXIL
11.2016 - 11.2020
- Generated new share of wallet by opening new distributors and showrooms in 2017, 2018, 2019 & 2020 for American Standard, DXV & GROHE brands.
- Surpassed mission sales growth goals FY 18 ($21M), 19 ($23M) & PY sales goals 20 (only RSM to meet sales goals in FY20).
- Accomplished total chinaware displacement and conversions from Mansfield, Toto, and Duravit.
- Exceeded goal of $3M in new product sales for FY20 total of $5.02M.
- Implemented sales and demand creation activities to expand opportunities in the showroom channel to raise brand awareness, while preserving the unique integrity of each brand.
- Relaunched Builder Advantage Program in SE region with focus on showrooms. FY21, the SE region increased from 2 to 25 builders.
- Work closely with LIXIL training teams to create unique customer training opportunities across different platforms.
- Manage and assist customers with marketing plans and execution in the field.
- Fully managed marketing website for SE region for 2017, 2018, and 2019.
- Develop and sustain solid working relationships with key trade partners and showroom stakeholders.
- Implement and execute brand programming, promotional programs (sell-in and sell-through), and showroom displays.
- Associate activities that align with showroom opportunities and customer needs.
- Partner with brand marketing, product development teams to pinpoint trends, market intelligence, and new product opportunities, capacity, and volume.
- Actively identify and explore opportunities to expand showroom businesses and profitable targets.
DIRECTOR OF SHOWROOMS
IHRIE SUPPLY COMPANY
01.2014 - 10.2016
- Boosted company-wide showroom sales & profitability by 18% in 2015.
- Hire, train, supervise and support showroom consultants in 7 locations.
- Liaison between showroom vendors & corporate headquarters.
- Facilitate, assess & synchronize installation of showroom displays.
- Run all showroom marketing, advertising and social media maintenance.
- Coordinate and implement construction of new showroom build.
- Company representative for all matters of LPG Buying Group.
- Formed strategic partnerships and connected with potential clients to drive business development.
- Managed daily operations while overseeing multiple locations to foster increased productivity.
SHOWROOM CONSULTANT
IHRIE SUPPLY COMPANY
09.2007 - 10.2016
- Improved sales continuously over nine years and 70% in the local market.
- Created sales and supplied fixtures for DIY Network 2013 Blog Cabin.
- Generate and accomplish annual sales budgets
- Build lasting customer relationships while generating referrals & leads.
- Serve as contact between showroom and other company departments.
- Create and follow purchase orders.
- Organized client files to ensure excellent customer service.
- Coordinated special events
- Collaborated with contractors and suppliers for the smooth execution of design plans.
- Specified appropriate products and materials to meet project objectives and design schemes.
Education
BBA - Business Management
ST. LEO UNIVERSITY
Skills
- Organizational Development
- Team Leadership
- Customer Relationship Management
- Verbal and Written Communication
- Strategic Planning
- Empathetic Leader
- Problem Solving
- Salesforce
- Microsoft Office
- Google Suites
- Adobe Acrobat
- CEU Certified
Leadership Organizations
- Co-chair of Employee Resource Group, Americas Chapter Better Together
- LIXIL company leader DPHA, LPG & AD Decorative Buying Groups
- Education Committee Chairperson DPHA
- NVHBIA, ASA Women in Industry
Timeline
Ferguson Category Sales Manager
LIXIL
05.2024 - Current
NATIONAL SHOWROOM SALES DIRECTOR
LIXIL
11.2020 - Current
REGIONAL SHOWROOM MANAGER
LIXIL
11.2016 - 11.2020
DIRECTOR OF SHOWROOMS
IHRIE SUPPLY COMPANY
01.2014 - 10.2016
SHOWROOM CONSULTANT
IHRIE SUPPLY COMPANY
09.2007 - 10.2016
BBA - Business Management
ST. LEO UNIVERSITY
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