Experience

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  PMP Management

  • Marina del Rey, California, United States

  • Director of Club and Fitness Services

    • May 2021 - Present
    • Marina del Rey, California, United States

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  Gold's Gym

  • Hollywood, California

  • General Manager

    • Dec 2015 - Dec 2020
    • Hollywood, California

    Served as General Manager for company’s flagship location in Hollywood, CA. After a multimillion-dollar renovation, hired to drive the club to its next stage of profitability and growth. •• Recognized and awarded as “Top General Manager” by Senior Vice President, franchise owners and executive team in both 2018 and 2019.•• Led sales team to grow membership from 8,000 members to 11,500 members in just over 2 years. Achieved this 43% growth by successfully implementing owner's vision, collaborating with marketing on new digital and social media strategies, and leading with a rigorous focus on member acquisition, retention and satisfaction.•• Increased sales and revenue results by coaching each salesperson to hit critical key metrics including number of calls made, referrals obtained, leads generated and closing rate. When one revenue center faced a shortfall, worked with management team to accelerate growth in other revenue centers to make up deficit and hit total revenue goal.•• Became one of the highest Yelp rated fitness facilities in Hollywood by fostering a culture of superior customer service, maintaining a pristine and clean environment, and delivering an unrivaled member experience. •• Launched, iterated and operationalized three digital initiatives to adapt to customers’ changing expectations in the connected age: (1) Utilized social media to increase sales and exposure. (2) Migrated to a more advanced CRM platform to streamline sales operations. (3) Implemented first member rewards platform to increase customer loyalty.•• Skilled in restructuring operating protocols to comply with local, state and county regulations regarding COVID-19. Experience working with state regulators including health inspectors, fire marshals and city officials.

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  Equinox

  • United States
  • Health, Wellness & Fitness
  • 700 & Above Employee

  • General Manager

    • May 2011 - Jul 2015

    Equinox introduced luxury fitness, incorporating full-service spas, cafes, and retail stores at each location. Continually promoted to newer and larger club locations based on success leading teams.•• Utilized precision financial management to overdeliver profit on a 12-million-dollar P&L. In 2014, finished year at 104% of goal in annual profit and 110% of goal in annual sales. Did this by placing relentless focus on operational efficiency, labor & supply costs, and revenue generation.•• Built and led multiple membership sales teams across various locations to produce outstanding results. In 2014 at Equinox Westwood, nominated by COO for "Urban Club of the Year” and "Overall Club of the Year”, based on culture created and financial results. In 2012 at Palos Verdes location, nominated for "Suburban Club of the Year.”•• Managed the development of 150 employees in sales, spa, café, retail shop, kid’s club, and fitness departments. Used employee evaluations, secret shoppers and member feedback to ensure each employee’s performance met company standards. Successfully developed Assistant GMs into General Managers needed to run new clubs in the growing region.•• Spearheaded business outreach to secure new corporate partnerships to increase sales and revenue. Secured new partnerships with William Morris Endeavor, UCLA, Hurley, and Wilhelmina Models. Established connections with community groups and business owners through the Chamber of Commerce.•• Created major member appreciation parties to fuel new member referrals and retention. Sourced local businesses to stage events and barter services with, while ensuring collaborations and experience met brand standards.•• Increased lead generation and closing rate by mentoring sales staff, leading daily sales meetings, reviewing pipelines, listening to recorded calls, role playing objections, and analyzing reports to make data driven change.

  • Assistant General Manager

    • Dec 2008 - May 2011

    •• Mastered all aspects of business logistics and operations, including staff & facility management, payroll, staff scheduling, client booking, supply ordering, inventory control, vendor relations, permits & licensing, and cash reconciliation.•• To guarantee success in delivering brand promise, developed frontline staff to ensure standard operating procedures were in place in all departments. Improved results with employee performance evaluations, individual development plans, and side-by-side coaching.•• To achieve 5-star standards for fitness and spa facilities, led housekeeping and maintenance teams using club walkthroughs, facility reviews, member feedback reports, and team collaboration to address shortfalls. Practiced hands-on property management to ensure facility met brand standard.•• Conceptualized and implemented location’s first in-house food and beverage offering. Managed café products to carry, operating hours to meet customer demand, and budgets for staffing and inventory. •• Demonstrated strong crisis management skills when addressing serious situations including medical emergencies, major theft, club lawsuits, and other critical events that called for decisive action and finding solutions on the fly.•• Worked in partnership with Century Plaza Hotel to function as destination spa for their guests with 20 treatment rooms generating $100,000 in revenue per month. Improved estheticians’ and therapists’ individual sales by analyzing productivity, role playing sales objections, and creating incentives for top producers. •• In the unexpected absence of General Manager, was sent to Palos Verdes as acting General Manager to oversee end-of-year sales closeout. Led to promotion to General Manager.

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  The Sports Club/LA

  • Beverly Hills, California, United States

  • Group Fitness Manager

    • Jun 2004 - Nov 2008
    • Beverly Hills, California, United States

    The Sports Club LA pioneered the concept of white-glove service in the fitness industry. Managed operations to hotel-level service standards. Created innovative fitness programming for the most demanding clientele in Los Angeles. •• Created an innovative group fitness program by following industry trends and creating new fitness concepts. Featured as industry insider in Variety magazine and quoted regarding the changing face of group fitness.•• Conceptualized and launched never-before-seen group fitness classes that gained national television exposure on NBC’s Access Hollywood, E! Network’s Daily 10 and Shape magazine. •• When company faced a serious financial downturn, reorganized group fitness department and class offerings to meet customer needs within constraints of a drastically reduced budget.•• Elevated all aspects of business operations to brand standard for 5-star service. Ensured facility was maintained to pass white-glove test by conducting daily facility reviews, inspecting fine-touch details, and leading with hands-on property management.•• Recognized by CFO for adhering to company’s standard operating procedures and for identifying opportunities for improvement. As a result, was tasked with assisting to update company handbook with improved protocols. Worked with senior management to approve and implement new procedures.

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  Bunim Murray Productions

  • Bunim Murray Productions

  • Casting Associate for MTV's "The Real World"

    • Jun 2000 - Dec 2002
    • Bunim Murray Productions

    Served as casting associate for Bunim/Murray productions, creators of MTV’s “The Real World” and E’s “Keeping up with the Kardashians.”•• Coordinated massive casting calls at venues such as “The Rainbow Room” in Hollywood requiring serious logistical work and coordination of hundreds of people. Promoted these casting calls through local television and radio stations.•• Established new contacts with local television and radio stations to arrange for promotion of open casting calls to public. Negotiated with top venue owners across country to offer free national television exposure in exchange for use of their facilities to hold casting calls. •• Managed entire tape inventory and distribution process to ensure Casting Directors had most current interview footage available.•• Managed final candidates during last stage of casting. Served as liaison coordinating travel arrangements, casting interviews, and production needs.•• Selected by Casting Director for next project at company's new MTV reality show "Tough Enough.”

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  MGM

  • Santa Monica, CA

  • Publicity Assistant Internship

    • 2000 - 2000
    • Santa Monica, CA

    Worked for Director of Special Projects who was responsible for executing all movie premieres and for submitting films to be considered for the Academy Awards.•• Assisted MGM's Publicity Department, working for Director of Special Projects to execute movie premieres and after-parties for “Legally Blonde” and “Original Sin.”•• Organized logistics with vendors, talent agencies, and media to ensure flawless execution of event operations.•• Coordinated guest lists, seating arrangements, and RSVPs for events.•• Supported launch of first ever “National Blonde Day” to promote summer blockbuster movie, “Legally Blonde.” Partnered with Vidal Sassoon’s national chain of salons to offer free hair bleaching to American public in order to promote “National Blonde Day.”•• To win film nominations for Golden Globe Awards, helped coordinate film screenings, press junkets, and campaigns for the Hollywood Foreign Press.

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  Public Broadcasting Service

  • KUAT - Tucson affiliate

  • Promotions Assistant

    • 1997 - 1999
    • KUAT - Tucson affiliate

    KUAT (now “Arizona Public Media”) is the PBS affiliate in Tucson, Arizona reaching over 20,000 viewers. As a public broadcasting affiliate, used a grassroots approach to promote with very limited funding. Only one University of Arizona student was awarded this position.•• Strengthened community ties and brand awareness with presence at local community events. Created concepts that would attract attention and connect with attendees.•• Increased viewership by creating station’s print advertising for special programming. Advertising placed in local publications such as TV Guide and statewide newspapers. •• Wrote press releases, monthly newsletters, and TV Guide descriptions to promote upcoming programs. Wrote voice-over scripts that were read by voice talent and played after prime-time shows. •• Nurtured donor relationships by serving as head of communication between station and donors which strengthened station ties and brand loyalty.