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Work Background
Santa Rosa GrowlersManaging Director, Director of Operational Growth
Jul. 2022The Santa Rosa Growlers is a Full Contact Senior Hockey team, located in Sonoma County, California.
Oversee all business operations for a semi-professional sports organization, managing sponsorships, marketing, media, and community engagement.
• Designed and executed sponsorship programs with regional partners that significantly expanded revenue streams.
• Lead brand strategy, merchandising, event operations, and public relations for 18+ annual home games averaging 700+ fans.
• Created youth development and community programs that strengthened local engagement and elevated the Growlers brand.
• Manage budgets, corporate outreach, and long-term facility development planning.
Lora DiCarloGlobal Wholesale Director
Jul. 2020 - Dec. 2021United States, Bend• Developed and executed a comprehensive global wholesale strategy supporting growth, profitability, and brand vision across key markets (North America, EMEA, APAC).
• Drove sustainable sales growth through new account acquisition, international market expansion, and optimization of existing luxury and specialty partners.
• Negotiated and managed relationships with leading global retailers and distributors, securing partnerships with Nordstrom, Saks, Goop, Sephora, Best Buy, and Anthropologie.
• Used forecasting, analytics, and market data to identify trends, manage inventory flow, and optimize margins and sell-through performance.
• Partnered cross-functionally to maintain brand integrity and consistent storytelling across all wholesale touchpoints.
• Built, mentored, and led a high-performing international sales team focused on accountability, innovation, and collaboration.
• Represented the brand at luxury trade shows, wellness summits, and international retail events — strengthening visibility and cultivating new partnerships.
Bassett Salon SolutionsDavines Brand Manager
Jan. 2018 - Mar. 2020• Developed and executed annual business plans to drive Davines growth across all Bassett territories.
• Aligned sales, marketing, and education initiatives with both Davines’ global vision and Bassett’s strategic goals.
• Maintained brand integrity across all communication, training, and promotional activities.
• Collaborated closely with Regional Sales Managers and Salon Business Consultants to support territory growth and account development.
• Provided ongoing training and resources to help the field team effectively communicate the Davines story and value proposition.
• Analyzed sales performance, market trends, and distribution opportunities to identify areas of growth.
• Partnered with Davines educators and the Bassett Education team to plan, execute, and evaluate brand education programs.
• Ensured consistent delivery of product knowledge, brand storytelling, and sustainability education across all events and classes.
• Coordinated brand campaigns, seasonal promotions, and launch events in collaboration with marketing and sales teams.
• Oversaw regional brand visibility through digital marketing, social media, and in-salon experiences.
• Was the key liaison between Davines North America and Bassett Salon Solutions, maintaining clear communication on goals, initiatives, and reporting.
• Supported key account partnerships and elevate the overall Davines experience across the region.
Bassett Salon SolutionsRegional Sales Manager
Oct. 2011 - Jan. 2018• Lead, trained, and mentored a team of Salon Business Consultants within the assigned region.
• Supported daily sales activities, setting clear goals and providing regular feedback and field coaching.
• Fostered a positive, collaborative culture built on accountability, integrity, and teamwork.
• Developed and executed regional sales plans to meet or exceed monthly and annual revenue targets.
• Analyzed territory performance, identified growth opportunities, and implemented targeted strategies to drive business results.
• Managed key accounts and built strong partnerships with top salons and industry leaders.
• Partnered closely with education, marketing, and brand teams to ensure seamless execution of classes, events, and promotions.
• Represented Bassett’s partner brands with professionalism and enthusiasm, ensuring brand standards are upheld at every level.
• Built and nurtured strong relationships with salon owners, stylists, educators, and brand partners.
• Identified new opportunities for market expansion and supported salon growth through business planning and education initiatives.
• Managed budgets, regional forecasts, and reporting for assigned territory.
• Ensured effective communication between corporate, field teams, and brand partners
Bassett Salon SolutionsBusiness Consultant
Aug. 2008 - May. 2012Grew regional sales by over 100% within the first nine months and consistently surpassed sales and new-door targets.
• Delivered an average 30% YoY growth for the Pureology brand.
• Recognized as a top sales performer nationwide
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