Cynthia Franich
Snr Business And Sales Leader
Carindale,QLD
Summary
A highly experienced business and sales leader, with a 25-year record of success in state, regional, national and APAC contexts. An expert at identifying revenue streams within mature or developing sales environments and devising strategies to maximise growth potential; additionally specialised in strategic partnerships formation, sale systems/technique improvement and creating an atmosphere conducive for exceptional team performance. My background includes extensive experience in e-commerce, SaaS, b2b, and b2e business development and marketing, as well as excellent financial management skills which has led to continually exceeding budgetary, sales, and business growth goals.
Overview
27
27
years of professional experience
Work History
COUNTRY MANAGER, SaaS Award Winning Edtech
ACADEMYEX.COM.AU
04.2023 - Current
- Initiate research and fulfillment of compliance and regulatory requirements necessary to operate in Australia
- Develop and implement strategies for market growth, including overseeing the rebranding, marketing, and website redevelopment
- Conduct market research to uncover potential Unique Selling Propositions and lead opportunities
- Launch the brand in Australia
- Coordinate and facilitate conferences
- Identify lead opportunities within the government sector
- Foster strategic B2B partnerships to enhance brand awareness, acquire logos, and bolster the ASSA Group's value proposition
- Create, present, and execute APAC quarterly and annual business strategy plans
- Liaise and collaborate with internal/external stakeholders, investors, and owners
- Achievements: Successfully launched academyEX in Australia
- Secured over 55 leads, each valuing between $2 to $5 million
- Transformed the Partner Lounge into the Learning and Development Lab, aligning globally with contextual insights
- Launched an Australia-centric website, enriched with SEO elements, CTAs, and nurturing journeys integrated with HubSpot
- Successfully integrated academyEX into government schemes, paving the way for RTO acceptance
- Spearheaded Australian B2B marketing and formulated the strategies behind it
- Initiated and oversaw the necessary compliance and regulatory procedures for operating in Australia, inclusive of ISO & ANSQA
- Crafted and delivered strategic plans outlining market growth, diversification, and business expansion over 3, 6, month, and 1 year periods
- Coordinated and executed 5 successful HR conferences
- Served as a key advisor in the implementation of HubSpot for Trans-Tasman operations.
- Led the successful launch of new products in local markets, driving revenue growth and brand recognition.
- Implemented process improvements, streamlining workflows and increasing team productivity.
- Aligned marketing campaigns with overall business goals to increase awareness of products/services among target audiences.
- Developed strategic partnerships to expand product offerings and enter new markets.
CHIEF EXECUTIVE OFFICER, Construction SaaS
ASSA GROUP (Sales Focused Role)
11.2018 - 04.2023
- Directly lead, recruit, develop, and train teams in digital sales, marketing, and IT
- Oversee the Compliance, HR, and Admin teams to ensure smooth operations
- Develop and continually refine skills in 'Challenger' and 'SaaS Consultative Sales Techniques' through regular training and retraining sessions
- Devise and implement strategies for market growth, including overseeing rebranding initiatives, marketing campaigns, and website redevelopment
- Coordinate and facilitate sales training seminars to enhance team capabilities
- Spearhead performance improvements by enhancing sales sophistication and techniques
- Secure strategic B2B partnerships to augment brand awareness, acquire new clients, and bolster the ASSA Group's value proposition
- Develop, present, and execute APAC quarterly and annual business strategy plans
- Foster collaboration and engagement with internal and external stakeholders, as well as business owners
- Identify and capitalize on opportunities for development, revenue growth, and procedural enhancements to reduce churn and boost revenue
- Achievements: Successfully recruited and cultivated a high performing sales team, which led to a 47% increase in national revenue
- Amplified year on year revenue by 56%, with an anticipated growth of 61% projected for FY23
- Played a pivotal role in achieving the highest annual sales revenue in the company's history
- Spearheaded the negotiation of lucrative business alliances and partnerships with prominent companies including Catch, Xero, Shell Card, Amazon, Black Dog Institute, and Agnew Employment Law
- Minimized churn rate significantly, bringing it down to just 2%
- Devised and implemented intelligent marketing strategies, substantially enhancing lead generation and brand visibility
- Expanded sales demographics by introducing client HR collateral and providing resources on employment law, reaching a broader audience
- Oversaw the creation and launch of a new website and member platform, as well as the integration of a comprehensive CRM system (HubSpot)
- Recognized with a 20% shareholding in two promising horizontal growth businesses: YourHR and Tradie.com.au, slated for launch in July 2023
- Rapidly ascended from the position of Head of Strategic Partnerships to CEO, with a focus on the Sales and Marketing facets of the business, within a span of just 7 months.
- Cultivated a positive company culture, promoting employee engagement and retention through tailored initiatives.
- Drove continuous improvement by fostering a culture of collaboration, accountability, and open communication across all levels of the organization.
- Increased company revenue by implementing innovative business strategies and expanding product offerings.
- Enhanced sales performance through strategic planning initiatives, targeted training programs, and effective incentive structures for sales teams.
STATE SALES MANAGER, SaaS Utility Connections
AGL ENERGY (Click Energy/On The Move)
07.2016 - 11.2018
- Exceed sales and referral targets by at least 5% annually
- Enhance overall market penetration throughout SE QLD
- Lead performance improvements through enhanced sales sophistication
- Create, present, and implement quarterly and annual business strategy plans for the state
- Oversee all aspects of the sales process, including prospecting, negotiation, proposal writing, campaign structuring, and approvals, as well as managing scheduling and client relationships
- Foster and maintain relationships with existing real estate agencies, engaging with their property management and sales teams to plan approaches and pitches for both existing and potential clients
- Represent OTM at all corporate events in QLD
- Achievements: Recruited and nurtured a high-performance sales team, with all QLD BDMs consistently ranking in the top three nationally
- Amplified profitable application rates across all key accounts, including Coronis QLD, Ray White, Harcourts, and others
- Spearheaded QLD to achieve its highest revenue months in the last decade, securing a growth rate of 815% consecutively over a span of three months
- Transformed QLD from an underperforming state to one exceeding its year-on-year target by 109% through the restructuring of the team and enhancing sales sophistication
- Personally acquired numerous high calibre new accounts, which are ranked in the top 10% of all signed real estate agencies for 'On the Move'
- Formulated a comprehensive QLD business plan that incorporates precise reporting, prospecting techniques, market penetration strategies, and referral schemes, along with implementing an account management strategy to significantly increase the annual state profit rate
- Successfully project managed and showcased 'On the Move's' presence at the AREC 2017 conference from beginning to end.
- Conducted regular performance reviews, identifying strengths and areas for improvement in staff performance.
- Fostered a positive work environment that promoted collaboration, teamwork, creativity, innovation amongst employees.
STATE SALES MANAGER, SaaS Restaurant Booking
QUANDOO (9 Month Contract)
11.2015 - 07.2016
- Initially contracted for 6 months to recruit and train Brisbane & Gold Coast sales team, contract extended by 3 months to help other states with their launch KPI's
- Launched Brisbane & Gold Coast markets onto the Quandoo network within 2 months
- Oversee and participate in sales team's daily activities, create, and deliver KPI's
- Liaise and collaborate with internal stakeholders to ensure the smooth launch of Brisbane and Gold Coast markets
- Create strategy plan to gain market share incorporating geo-targeted algorithms
- Achievements: Launched Brisbane market within 1 month (1 month ahead of schedule)
- Achieved over 300 restaurant partners in 3 months (vs
- NSW and Vic each with only 500 in 8 months)
- Recruited and trained a high-performance sales team using the challenger sales techniques resulting in all QLD BDMs ranked top 5 globally
- Personally ranked in top 5 nationally/globally for revenue/merchant count consistently
- Launched Gold Coast market 2 weeks ahead of schedule.
- Optimized resource allocation by conducting regular performance evaluations and providing personalized coaching for staff development.
STATE MANAGER, E-Commerce Billion Dollar Unicorn
CATCH GROUP/ SCOOPON / TRAVEL
08.2011 - 11.2015
- Reform QLD's sales force and lead cultural change within the state's two offices
- Exceed sales and EBIT budgets (P&L responsibility)
- Increase overall market penetration throughout greater Brisbane and Gold Coast
- Lead performance gains through increased sales sophistication
- Recruit, develop, train, and retrain 'Challenger Sales Techniques' through the QLD Sales Team
- Create, present, and implement state annual business strategy plans
- End to end oversight of prospecting, negotiation, proposal writing, campaign structuring, campaign approvals, scheduling, and client relationships
- Revenue responsibility ~$10 million net
- Manage a team of up to 12 direct reports, including two team leaders
- Achievements: Retrained and rebuilt sales team and established high-performance culture
- Successfully implemented and trained challenger sale techniques to the entire QLD Sales Team
- Developing BDM's to consistently sit in the top 5 nationally for revenue delivering 25-50% over target monthly
- Increased revenues by ~23% with 50% fewer staff and 25% under headcount budget
- Earned #1 market position (up from #3) competing against two huge global brands
- Broke QLD weekly sales record achieving double prior 12-month average revenues
- Increase revenue YOY by ~12%
- Tracking to increase by ~20% fy16 prior to leaving
- Maintained personal revenue whilst leading a large team and ranking top 10 nationally for personal revenue ongoing
- Transformed the Scoopon QLD sales proposition from singular daily deals to fully integrated marketing solutions enabling us to secure longer terms customers, alleviating season fluctuations, increasing margins, and doubling the average order value
- Personally responsible for bringing to market some of QLD's most iconic brands, including but not limited to Australia Zoo, Accor, XXXX, Pancake Manor, Moda, The Wheel of Brisbane, Miss India, Brisbane Racing Club, Gilhooley's, and Ribs and Rumps etc.
DIRECTOR
ETCETERA SERVICES LTD
05.2008 - 06.2010
- Corporate account and business development management
- Fiscal and staff management
- Rebranding and incorporating e-commerce strategies
- Procurement
- Developing new revenue streams
- Achievements: Tripled clientele and improved calibre to the large corporate sector including City Council, Schneider Electrical, EDI Downers Works
- Grew headcount from 4 to 23 employees
- Rebranded and created a new website with SEO
- Incorporated sales strategies and new revenue streams including eco-friendly consumable solutions, monitored and replenished by my staff onsite
- Negotiated with key consumable resellers to gain wholesale rates
- Sold the business for 280% to the original purchase price after 2.2 years.
SALES TEAM LEADER
Central Office Supplies
09.1997 - 02.2008
- Deliver personal b2b revenue of $3.2k p/d, $16k p/w, $69.3k per month, $832k p/a
- Close 2 new business and 9 sales p/d
- Oversee sales team pitching scripting and objection handling
- Create team targets, KPI's and bonuses
- Lead a team of up to 12 direct sales staff
- Achievements: Consistently achieved personal b2b revenue averaging $1.2mil p/a 306% over budget
- Awarded best individual sale $17k (Sept 2007), best individual day $24.6k (Nov 2005), best individual month $132k (Nov 2005) - None of these records have been broken to date.
- Oversaw all aspects of the sales cycle from prospecting to closing deals, ensuring a seamless experience for customers.
- Consistently recognized as a top-performing Sales Team Leader, contributing to the overall success of the company.
Skills
Agile, and flourish in fast paced environmentsChange management - providing strong leadership, vision, support, structure and transparent communication, encouraging my teams to accept and embrace changeDevelopment of a high-performance culture, creating an environment of sales, consultative selling, attitudinal and behavioural excellence by fostering strong team bonds and empowering staff to learn and flourishDifferentiation - driving market share growth within very competitive marketplacesData interpretation and strategic analysis expertiseDecisive and strong fiscal managementStreamlined internal and external stakeholder managementExtensive new business development and client relationship management background
Trend Analysis
Sales management
Marketing
Strategic Planning
Staff Development
E-commerce strategy
Business Development
Complex Problem-Solving
Customer Relationship Management (CRM)
Salesforce Management
References
- Jonathan King, Chief Operating Officer, Propps.com, 0407 056 777
- Jenni Harrison, General Manager, ASSA, 0488 087 151
- Melissa Tudor, National Strategic Account Manager, Airplus International, 0408 726 800
Timeline
COUNTRY MANAGER, SaaS Award Winning Edtech
ACADEMYEX.COM.AU
04.2023 - Current
CHIEF EXECUTIVE OFFICER, Construction SaaS
ASSA GROUP (Sales Focused Role)
11.2018 - 04.2023
STATE SALES MANAGER, SaaS Utility Connections
AGL ENERGY (Click Energy/On The Move)
07.2016 - 11.2018
STATE SALES MANAGER, SaaS Restaurant Booking
QUANDOO (9 Month Contract)
11.2015 - 07.2016
STATE MANAGER, E-Commerce Billion Dollar Unicorn
CATCH GROUP/ SCOOPON / TRAVEL
08.2011 - 11.2015
DIRECTOR
ETCETERA SERVICES LTD
05.2008 - 06.2010
SALES TEAM LEADER
Central Office Supplies
09.1997 - 02.2008