Rachael Lake

• Directed end-to-end sales operations across the U.S., Canada, and Mexico, with a focus on key account management, field sales execution, and trade marketing initiatives to drive regional growth and brand equity. • Built and led high-performing field sales teams, delivering best-in-class in-store execution, retail training, and promotional compliance across major accounts and independent retailers. • Developed and executed customized promotional strategies and trade marketing programs for top-tier retail partners, resulting in expanded distribution, increased sell-through, and improved ROI on in-store activations. • Strengthened key account relationships through strategic joint business planning, quarterly reviews, and tailored merchandising strategies, leading to long-term partnerships and incremental revenue. • Forecasted SKU-level performance to optimize inventory management and maximize fill rates, enhancing supply chain efficiency and on-shelf availability. • Managed full P&L ownership, aligning sales planning with financial targets, and consistently delivering top-line growth while maintaining profitability and operational efficiency.

• Managed key accounts for independent pet, grocery, and nationwide chains, ensuring optimal service and support. • Led a field sales team, fostering collaboration and driving performance to expand market reach. • Worked closely with distribution partners to enhance SmallBatch Pets' footprint and product availability.

• Supported the VP of Sales in strategic planning for exclusive brand launches at ULTA. • Managed a nationwide sales field team of 345 independent contractors, driving significant sales growth. • Developed educational materials and standardized training programs to enhance team performance. • Established a consultative partnership with ULTA to optimize product positioning and promotional strategies.

Spearheaded ULTA exclusive launch strategy, building field and education teams from the ground up. Worked closely with Ulta buyers and planners to create a high turn SKU assortment. Recruited and managed Nationwide freelance team. Created promotional in-store events and spearheaded events in a box initiative. Developed side-by-side selling programs, seasonal event calendars, and visual merchandising support. Created branded training content for ULTA store staff and freelance educators, increasing sell-through speed.

• Managed the sell-thru business for Isle of Paradise and Tan-Luxe product lines, enhancing client engagement. • Recruited and trained a nationwide sales team, including partnerships with Sephora, ULTA, and Nordstrom. • Designed and implemented educational materials and a standardized sales training program to elevate performance expectations.

Recruited and managed sales field for Central USA and Canada. Working with both Sephora and ULTA accounts.

I was instrumental in launching BECCA into ULTA nationwide, developing the event strategy, and providing complete management of sell-thru business for the United States and Canada. I directly managed the sales and store teams, including 6 Regionals, 22 Account Executives, and 100+ independent contractors. I hired, trained, and mentored a nationwide sales field comprised of full-time and part-time representatives, ensuring strong independent contractor’s ROI. I collaborated with crucial personnel in product development and trade marketing to design educational material for all platforms and then held high-level training Nationwide and throughout Canada. I tracked team performance weekly to make necessary and timely strategy or performance adjustments to ensure goal achievement. KEY ACCOMPLISHMENTS >> Established the highest producing one bay gondola at ULTA, exceeding sales goal by $5M, despite the smallest operating budget. Capitalized on winning formula by quickly launching in all ULTA doors and doubling gondola space. >> Developed strategy that drove foundation product sales from 8% of total business to 26%. >> Grew ULTA business to +$65M annually.

Recruited and managed a robust field team, including RMs, AEs, ACs, and freelance educators. Created educational materials for Sephora and Ulta before the Education team was created. Led national education efforts and promotional execution across prestige beauty retailers.

Account Executive for IL, MN, IN, WI, IO, NE, KS, and MO. Responsible for the training and development of 190+ doors, freelance staff of 8 and a full time Account Coordinator. Plan and execute trainings, events, and sales goals.