CVA
IMELDA CASABUENA CABRERA
Chief Operations Officer
Hanoi
Summary
Talented person accomplished in generating substantial profitability and revitalizing operations with forward-thinking mentality. Successful at cultivating results-driven culture and motivating employees to continuously boost company results. Expertise includes risk management, best practices implementation and company-wide policy development. Bringing 20+ years' expertise in Fitness industry markets, including competitive intelligence, business planning and high-end fitness products and services. Proven leader and builder of dynamic alliances, hyper-performing teams, strategic sales and marketing initiatives and profit-generation. Demonstrated success with elite portfolio of clientele, long-standing company ownership and global network of cultivated relationships with premier industry leaders. Committed to cost-effective management of resources and assets, creating opportunities for business, partners and clients, driving entrepreneurial thought and delivering world-class customer service experience. Demonstrated Chief Operations Officer offering extensive knowledge in business development and strategic planning. Adept at analyzing data and performance metrics to obtain a complete business overview.
Overview
20
20
years of professional experience
3
3
Languages
Work History
Chief Operations Officer
Times Plus Fitness & Yoga
Hanoi
03.2022 - Current
- Design and implement business strategies, plans and procedures
- Set comprehensive goals for performance and growth of the Fitness Clubs
- Establish policies and procedures that promote company culture and vision
- Lead employees to encourage maximum performance and dedication
- Drive Revenue and implement strategies in challenging clubs
- Evaluate performance by analyzing and interpreting data and metrics
- Train and develop people
- Involve in recruitment, events, tie-ups to build member engagement and advocacy
- Maintained productive relationships and communication channels across organization
- Led organizational development changes, enabling organization to better respond and adapt to industry and market changes
- Orchestrated short and long range of strategic plans to direct financial progress of business
- Utilized effective communication and active listening to meet customer service standards
- Optimized sales and reduced overhead costs resulting in increased profitability.
Senior Club Manager
Elite Fitness - BIM Group
Danang
09.2020 - 09.2021
- Managing the club to deliver excellent results and achieving highest operational standards in accordance to company's brand, product and services
- Driving, delivering and monitoring the commercial performance of the business
- Managing controllable budgets to maximize EBITDA and year on year growth
- Cutting down on all excess wastage and unnecessary expenditure
- Leveraging ideas and best practice processes to ensure results are achieved
- Developing business processes and procedures to make them more efficient
- Overseeing the performance of various departments and functions to be in line with achieving the KPIs
- Achieving MOM revenue
- Plan, prepare and execute the crisis management action plan during the pandemic
Regional Sales Director
Elite Fitness -BIM Group
12.2015 - 09.2020
- Responsible for the development and sales performance of all 14 Clubs both in Hanoi, Ho Chi Minh City, Ha Long, Vinh City & Danang
- Provides leadership towards the achievement of maximum profitability and growth in line with company vision and values
- Reduced sales force by 30% and make the sales revenue more profitable in every club
- Establish plans and strategies to expand the customer base in the various areas, and contributes to the development of training and educational programs for Sales Team
- Achieve established Sales Target for the Group
- Work on corporate wellness program catered to companies' needs
- Develop and train middle management to understand the business to make it more profitable
- Handles the club set up / pre-opening
- Designed Company Standard Operating Procedures, and Sales Policies & Procedures
- Worked closely with Marketing and board of directors in setting up targets for the whole club
- Provide Member Engagement Activities to retain members and build advocacy
- Define and direct marketing programs for demand creation, lead generation and interface with sales for lead tracking and management
- Develop and manage the Company's entire sales budget for the year including product mixes
- Coordinated full sales operations within assigned region and manage 80 sales specialists to generate over $10,000 in sales annually
- Analyzed regional market trends to discover new opportunities for growth.
Club General Manager
Fitness First Philippines
08.2004 - 10.2014
- Handling different Fitness First Clubs in the Philippines - ABS CBN/Fairview/Pampanga/Trinoma/North Edsa
- Supervised and trained new and existing staff members to create productive and knowledgeable staff teams
- Improved club marketing strategies and researched ways to connect with community and increase revenue
- Oversaw exceptional customer service program focused on exceeding expectations and maintaining club's reputation
- Engaged guests frequently to understand needs and resolve concerns
- Boosted business with special events and successful marketing strategies
- Completed thorough opening, closing and shift change functions to maintain operational standards each day
- Managed and lead the Pre-sales & Pre-opening of the Fitness Clubs
Education
Bachelor of Science - Restaurant Management
POLYTECHNIC UNIVERSITY OF THE PHILS. (PUP
Skills
Reliable & trustworthyPlanning & organizingGood work ethicCustomer serviceRelationship buildingDecision-MakingFriendly, positive attitude, team playerData, P&L ManagementOrganizational skills
Operations management
Business planning
Accomplishments
- Achieved accurate reports by introducing CMS Software that will lead to data management & analysis on retention, sales, PT, revenues and membership base with MOM & YOY comparisons.
- Grown the portfolio from 4 to 14 Elite Fitness Clubs with full accountability for the sales performance whilst leading the Club Managers through a discipline sales process.
- Achieved Sales Revenue Targets for Operating Clubs in Elite Fitness for December 2015, February 2016, July & August 2017, January 2018, February & May 2019.
- Reduced employment cost by 30% from sales force and delivered maximum profitability of the club.
- 18% YOY Membership Revenue Growth in 2017& 2019.
- Increase Elite Fitness Clubs from 5 clubs in December 2015 to 14 clubs in 2019.
- Created a Sales System in Elite Fitness Vietnam to have a proper sales management system.
- Developed Club Managers and train them to understand the P&L and how increase their club profitability.
Software
CMS
Sales First
Aphelion
Interests
Sports - playing volleyball, badminton, swimming
Organizing Team Building Activities
Travel in different Cities & Countries
Dancing, singing, yoga, running
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Timeline
Chief Operations Officer
Times Plus Fitness & Yoga
03.2022 - Current
Senior Club Manager
Elite Fitness - BIM Group
09.2020 - 09.2021
Regional Sales Director
Elite Fitness -BIM Group
12.2015 - 09.2020
Club General Manager
Fitness First Philippines
08.2004 - 10.2014
Bachelor of Science - Restaurant Management
POLYTECHNIC UNIVERSITY OF THE PHILS. (PUP