DAVID FITZGERALD-CROSBY
Resume
Brand Developer / Sales and Marketing Director
Experiential Retailer / Team Development & Leadership / Turnaround / Customer Experience / Merchandising
Market Analysis / Event Planning & Production / Budgetary Controls / Training / Advisory / Store Layouts
Start-Up & Multi-Unit Director / Concept & Brand Guidelines / Problem Resolution / Public Speaking
Strategic Leadership / Demand Creation / Market, Brand Positioning & Strategy / Performance Improvement
Accomplished sales, marketing, and logistical strategist looking for a strong small team needing a creative perspective in their sales teams, marketing efforts, or online visibility. With a strong track record of founding and developing brands to profitability, my renaissance skills toward market share success can be an invaluable addition when negotiating the fundamental changes in business transparency today.
My passion for effecting turnarounds, building and developing winning teams, and expanding footprints in highly competitive markets drives innovative business strategy, and my entrepreneurial spirit, and dedication to building successful customer partnerships, increase both profitability and market share growth.
SELECTED ACCOMPLISHMENTS
Grew Market share in a saturated retail environment. Cerritos bicycle store needed to stand out from competition in a crowded market. Redesigned store with dynamic traffic flows, created compelling visual appeal with full-color lighting, introduced movement with video walls, added educational signage and utilized more engaging merchandise placement. Created experiential and interactive displays to encourage engagement, and instituted service clinics and rides. The store quickly became the ‘Go To’ shop with double digit comp sales growth.
Provided effective management training, improved staff morale and productivity. Jamba Juice store suffered lackluster team performance and defeated culture. Observed and identified communication gaps; managers delivered unclear expectations, then expressed dissatisfaction with work results. Devised delegation templates for projects with clear expectations and comprehensive checklists. More efficient and accurate workflow enabled more complete work and positive feedback enhanced corporate culture.
Boosted online reputation and customer engagement over 300% by implementing online review capture platform. IHT experienced static online reviews. Established review importance and goals, identified and adopted review management software with a text push affording higher engagement and lead capture. Google ratings rose from 4.7 to over 4.9 with an average increase of ten 5 star reviews per week.
Increased digital visibility with engaging content production, reduced bounce rates 12% within two months. International Hot Tubs needed to update web design yet maintain embedded dealer interaction capabilities. Created graphically superior Learning Center subdomain allowing side door entry to current website. Learning Center became second highest landing page.
Led rebranding effort; increased comp sales and improved corporate culture. TWTA lacked unified vision, confusing and diluting customer interactions. Led creation of customer-centric mission statement and instituted consultative sales procedures through periodic Sales Trainings. Adjusted printed materials and staff uniforms to reflect new customer-centric message, unifying company voice and resulting in greater fulfillment of brand promise.
Salvaged signature recipe popularity by performing market research. Watermelon Gazpacho did not sell at two locations. Anecdotal market research determined soup name, ‘Gazpacho’ was not appealing to customers based on previous experience. Renamed product to ‘Baja Watermelon’ highlighting its fresh jalapeno ingredient and sales doubled almost immediately.
Increased segment lead engagement from 30% to 85%. International Hot Tubs relied on emails for digital lead capture; open rates and engagement were declining. Adopted webchat to text platform enabling real-time text conversations and lead relationship building. Consultative sales methods employed on prospect’s terms resulted in more productive conversations and higher lead conversion.
Blueberry's Restaurant Group
2005 - 2019
Concept Developer, Store Director
Produced and developed highly branded concept restaurants with short ROI’s and high comp sales growth. Created store design, managed projects to opening, and was point on all creative. Led up to 35 employees with 8 direct reports. Provided company management of all operational functions and $250K P&L budget.
Jamba Juice
2003 - 2005
General Manager, Training Manager
Managed Operations and personnel of corporate stores. Reviewed business practices, determined customer and staff needs, and identified performance opportunities. Developed and presented Store Management training program that resulted in increasing sales growth by 7% within the district.
Organized and presented Management Training workshops for operational managers. Setting clear expectations, delivering effective critical feedback, building a great team and motivating them for success were key insights.
Identified and addressed trends and issues in store performance and productivity metrics through coaching and counseling.
Berkowitz/Fitzgerald Restaurant Group
1995 - 2001
CoFounder, Store Director
Produced concept restaurants in the Ski Resorts of Colorado. Grew the organization from one small coffee shop to 5 horizontally linked organizations. Sales grew from $376,000 to over $1.5 million in just 5 years. Two of the original concepts are still in business in Breckenridge.
Repurposed and redesigned a wholesale cookie store on Main Street Breckenridge into the most popular Bakery/Cafe in Summit County. This Concept is virtually unchanged and still in business nearly 25 years later.
Created and developed another Main Street Cafe that within it’s first year netted $90,000 and sold for $90,000 soon after. A 1 year turnaround from ideation to sale of $180,000. It is still in business.
Purchased our bagel supplier, sales went from $36,000 to $91,000 in just 14 months. A nearly 300% increase in revenue.
EARLY CAREER
Los Angeles, California
NORDIC TRACK
Area Manager, Retail Sales & Marketing
Managed 5 stores and 6 kiosks in Southern California upscale malls. My area was a consistent national sales leader in non-seasonal markets.
Los Angeles & Orange County 2 years
PROBIKE /BICI
Marketing & Sales Director
Lead Sales team and managed marketing efforts for 4 of the largest cycling stores in the Los Angeles basin.
Los Angeles Metro 3 years
TWO WHEEL TRANSIT AUTHORITY
Sales Manager
Huntington Beach 2 years