Yale University

University of Michigan - Stephen M. Ross School of Business

Chief Executive Officer  -  Chief Operating Officer  -  Delivering Exceptional Customer Experiences in Service Industries

Denver, Colorado, United States

PASCO (Personal Assistance Services Of Colorado)

Chief Executive Officer

PASCO provides home health and long-term supports in the community, including skilled nursing, CNA, In-Home Support Services (IHSS), and services for individuals with intellectual and/or developmental disabilities. PASCO advocates for clients to remain independent in their home, supported by a caregiver of their choosing to enjoy a quality life. For more information about PASCO’s services in Colorado, visit <a href="http://www.pascohh.com">www.pascohh.com</a>.

Chief Operating Officer

I served as a strategic partner to the CEO responsible for identifying and leading broad strategic initiatives for corporate growth.
-  Developed company’s 3-year strategy in partnership with CEO including detailed financial, revenue, staffing and operational plans.
-  Led goal setting and metric definition in collaboration with executive team. Oversaw development and automation of centralized dashboard.
-  Key liaison with Board of Directors involved in new member onboarding, presentation of key initiatives and active collaboration.
-  Recognized thought leader tapped to communicate on behalf of the brand in major sales efforts and conferences. Provided daily, one-on-one support to franchise and unit owners, diffusing challenges and providing issue resolution.
-  Modeled profitability of nine brands and a new service line. Oversaw cost and revenue adjustments to meet goals and customer expectations.
-  Improved unit growth through implementation of market and customer analytics, performance metrics and training improvements.

RLH Corporation

Chief Strategy Officer (CSO), Chief Innovation Officer (CIO)

I served as a key contributor on the executive leadership team and a trusted advisor with full accountability managing the largest company P&L = $11M and cross-functional team comprised of 32 associates across seven functions.
- Drove strategic planning, revenue, retention, long-term growth objectives and operational excellence. Focused on implementing programs and process improvements that exceed sales, profitability and business goals.
- Supervised associates across marketing functions: Digital, Customer Loyalty, Distribution/Call Center, Guest Relations, Social Media/Press Relations, Email Marketing, Revenue Strategy. Retain 100% of team from voluntary terminations.
- Led and mentored high-performing teams, building a culture that inspires success, encourages ideas, and positive morale.
- Aligned corporate mission and available resources to build a successful company. Spearheaded development, communication and implementation of effective growth strategies and processes.
- Constantly assessed data/trends/metrics to evaluate effectiveness and alignment of processes and programs with overall company strategy; provided complex analytical reporting to stakeholders and Board of Directors.
- Developed and managed department budgets and KPI’s. Oversaw financials, planning, systems and controls.
- Supported franchisees and owners, diffused challenges and provided issue resolution.

- Grew overall P&L profitability 20% in first 12 months through improved service offerings, process simplification, staff realignment and contract renegotiations.
- Led evolution of the guest loyalty program based on customer segmentation and profile analyses; Increased program adoption by 248% by introducing a new digital currency; reduced program operating cost by ~$800K YOY.

Senior Vice President—Digital, Loyalty, & Partnerships

In my first role with RLH, I played an integral role in developing organizational mission and vision. I partnered with CEO and implemented plans for operational infrastructure of systems, processes, and personnel strongly focused on achieving rapid growth objectives.
- Conceptualized, developed, and implemented initiatives to foster customer experience excellence.
- Drove innovative strategies based on complex data analytics, customer knowledge, and industry trends.
- Established pricing/profitability for nine brands; performed competitive analysis, recommended new offerings, and gained executive buy-in.
- Conducted thorough financial and commercial analysis of TicketsWest/WestCoast Entertainment business unit. Provided expert information to CEO/Board of Directors which ultimately led to a decision to sell business unit.
- Pioneered new business model - Franchiseasy, to expand product offerings. Conducted financial modeling, competitive analysis, service offering, brand/website development and marketing.  <a href="http://Franchiseasy.com">Franchiseasy.com</a> won 2018 American Web Design Award.
- Championed design and development of an automated commission reconciliation program used by hotels to reconcile their reservation commission invoices. New revenue stream delivered $600K in profits in 2018.
- Instrumental in growing RLH to 10th largest hotel franchiser in U.S.. Conducted commercial due diligence and advised on price valuation for acquisition of Vantage Hospitality. Oversaw successful integration of systems, talent and process standardization.

Vice President—Innovation Strategy

I was recognized by senior executives for exceptional leadership and talent development capabilities and as a result was rapidly promoted to develop cutting-edge sales technologies that increased global seller productivity and revenue.
- Led five direct reports on operational tasks and key initiatives.
- Performed in-depth data analysis on what influences customer buying decisions and what actions signal that a customer is actively shopping.
- Directed design, development and on-going data strategy for two technologies.
- Monetized global sales database by designing computing algorithms that automatically present customized content to customers based on their individual profile and real-time actions taken.
- Further leveraged the investment in backend data computing by creating a streamlined data-mining interface to improve seller lead generation and quality assessment.

- New computing algorithms generated >$250M in revenue in the first 12 months.
- New interface generated $45M in incremental revenue in first 12 months.

Starwood Hotels & Resorts Worldwide, Inc.

Director—Global Sales Strategy

I increased customer and seller satisfaction by continuously improving best practices, driving adoption and measuring results.
- Analyzed and implemented operational best practices to improve sales processes and deployment.
- Conducted assessment of underperforming sales teams; identified weak performance characteristics and source.

- Transformed sales processes in largest markets eliminating ~1 hour of unproductive work per seller/day.
- Partnered with sales leaders to implement reorganizations, tools and process changes to improve revenue generation; changes scored 4.4/5.0 in overall effectiveness by impacted associates.

Associate Director—Global Sales Strategy & Operations

I built positive relationships with a variety of clients by providing consulting expertise across 15+ client engagements.
- Developed business strategy, performed competitive and trend analysis, commercial due diligence and business plan assessments across multiple mergers & acquisitions.
- Resolved customer issues, managed and negotiated contract financials and ensured adherence to SLAs.
- Defined engagement scope, financials, timeline and resourcing. Led final deliverable execution, provided expert recommendations.
- Drove key strategic initiatives to integrate sales, call center and billing functions of two enterprise security organizations; streamlined processes and devised training on new procedures.

Engagement Manager

- Instrumental in securing $10M+venture capital for business and successful launch.

Leslee Torres