Judith H.

Sikora
Las Vegas, NV 89143
Las Vegas Office: (609) 632-0663 Mobile: (702) 767-1124
jsikora8904@gmail.com
Digital Webpage: http://www.visualcv.com/jsikora

Sales, Training and Marketing Executive

Marketing/Communications and Campaign Development: (B2B and B2C)

Known for the creation, implementation and management of modern marketing and PR campaigns for existing
and/or start-up brands in the beauty, medical esthetic, fashion, and medical device industries. Track-record
engineering strategies resulting in accelerated break-even rates, for members of large medical spa network.
Published author of internal and external communications, MarkCom collaterals, e-blast campaigns, social media
blogs and forums, training manuals, advertorials and newsletters supporting national and international clients.
Experienced marketing facilitator, writer and trainer.

Corporate Training Management and Instructional Design

Award winning Training Manager, seminar facilitator and instructional designer. Professionally trained as
platform speaker, with experience conducting live/virtual meetings and conferences. Customized instructional
design and delivery of 100+ curriculums, manuals, POS collaterals, interactive power-point presentations and
leaders’ guides. Accomplished, published author of trade articles, ads, editorials and advertorials; copy writer for
web content, press releases, marketing brochures and information kits. Expert in compelling, animated Power
Point presentations. Author, director and narrator of audio, video and DVD training and marketing programs for
clients and employees. Facilitator of ‘Train the Trainer’ sessions for new and developing trainers/presenters.

Team Leadership and Departmental Administration

Over a decade of experience building and managing high-performance Education, Marketing, Sales and
Operations Teams that function in a healthy, collaborative manner and produce exceptional results. Proven
ability to coach and enhance team performance so that members meet and exceed corporate sales goals.
Stake-holder management philosophy generates collective and individual buy-in on initiatives and projects.
Manage labor costs and engineer seamless personnel changes through proactive budgeting and growth
planning. Equally effective managing 1099’s versus direct employees; international as well as U.S. based direct
reports. Successfully built and managed team of Field Ops Managers to call on large network of Medical Spas
throughout US and Canada from 2006-2008. Developed first place sales team which supported cosmetics
business in medical and day spas, across a 10 state area, in 2008-2009.

Operational Analysis and Performance Enhancement

Provide operational assessment, evaluation and turn-around plans for client-owners of retail spa and/or beauty
businesses that are failing to meet goals and quotas. Assembled and supervised a team of field-based
Operations Managers responsible for providing operational ‘performance analysis and enhancement’, in the
form of turn-around support, to small business owners across North America.

Professional Experience

LUTRONIC, PRINCETON JUNCTION, NJ

Manufacturer of Lasers and Light Devices for the Medical Aesthetics Industry
2010

Senior Director of Marketing & Communications

Challenge: To build market share and grow sales, by increasing visibility and
corporate profile of young North American division of multi-national, medical
esthetic device company.

Solutions:
Developed multi-channel promotional campaigns to support presence at industry shows and
conferences, including the Lutronic L.O.V.E. and BOND campaigns, which collectively
generated 100% increases in show sales over 5- month period. Architect of exclusive strategic
alliance with Medical Spa Group Buying Network, which increased company’s lead pipeline by
120%. Implemented new invoice management protocols for department. Developed e-
 marketing materials to support physician clients’ marketing needs. Introduced first social
media program for healthcare clients. Laid off in September due to company-wide
restructuring.

BEIJO, INC., SANTA CLARITA, CA

2009-2010
Manufacturer of Handbags and Accessories

Vice President of Sales, Marketing and Education

Challenge(s): To develop sales, marketing and training programs for use by

thousands of Independent Sales Consultants throughout North America. To develop
strategy and curriculum for company’s National Sales Conference. To develop
engaging social media presence for company on Facebook and Twitter. To redesign
and relaunch existing Party Program. To help company launch formal MLM business
model and automated, online compensation system. To build brand’s profile and
value on extremely limited resources.

Solutions:
Multi-Category Focus on Education, Marketing and Point- of- Sale Support/ Training:
Developed marketing and sales training programs for national sales force, including;
webinars, classes and conference calls designed to increase recruitment of representatives
and retail consumers. Developed company’s first social media platforms; including Face Book,
Twitter, Linked In and Wordpress Blog. Planned, wrote and hosted 7 of 10 general sessions
and workshops offered at 3 day National Sales Conference in La Jolla, CA. Created series of
Power Point presentations and POS marketing materials to increase network recruitment and
raise average monthly sales. Established first bi-monthly sales reporting program and
leadership accountability standards for team of 35 Independent Sales Directors. Assisted CEO
in the restructure of business model to enhance efficiencies and improve monthly
performance of Sales Directors and Sales Consultants. Wrote and designed content and site
map for new, aspirational web site.

G. S. COSMECEUTICAL, LIVERMORE, CA
2009 to 2009
Contract Manufacturer of Cosmeceuticals and Personal Care Items

Vice President of Global Sales and Marketing (Contract Position)

Challenge(s): To increase the company’s visibility. To develop and execute sales and
marketing strategies intended to increase the number and quality of new client projects.

Solutions:
Design and Development of Customized Marketing Communication Materials: Conducted
thorough analysis of sales and marketing opportunities, then applied insights to the design and launch
of company’s “Discovery Packet” of e-materials. Developed corporate blog site, issued monthly
educational blogs and affiliation with global cosmetic portal. Issued press releases and interfaced with
editors. Offered sales, marketing and branding advice and training to all new corporate clients. Founded
networking group on Linked In: “Beauty Lab M”, dedicated to beauty marketers and manufacturers.

Segmented Marketing and Outreach to High Quality Prospects: Developed and successfully
implemented e-campaigns on Linked In, professional networking site, in pursuit of specific
demographics. Make presentations and conduct meetings with high profile prospects. Attend shows on
behalf of company.

Process Enhancements: Developed successful protocols and new sales tools, resulting in
shorter closing process and increased prospect closing rate.

COLORESCIENCE, DANA POINT, CA

2008-2009
Manufacturer of mineral makeup products for medical and resort markets

Regional Sales Director, Southwest/South Central U.S. (10 state region)

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 Challenge: Repair sales and impose structure (procedures and protocols) in a region where
both were lacking.

Solutions:
People Management: This $3 million dollar territory was down by 40% when I assumed the
position. Immediately set about opening up lines of communication, establishing clear ground rules and
setting new operational protocols to unify the team. Held series of conference calls and rode in the field
with reps each week. Overtime, the region took on a fresh new collective team identity, unifying the
seven blended team members. Action steps included initiation of more structure, discipline, shared
vision, and individualized coaching. Efforts produced increase in sales by 60% over a six month
period, with the team advancing from last place (in July 2008) to first place by the end of
2008

SOLANA MEDSPAS, INC., IRVINE, CA

2005- 2008
Medical spa developer and healthcare consulting company

Vice President of Corporate Marketing and Communications

2007-2008 Vice President of Marketing
2005-2007

Was promoted to senior marketing position, after 2 years with the company.

Challenge(s): To accelerate break-even and profitability rate among a growing network of

high-end, independently owned Medical Spas by providing them with effective, customizable
marketing programs, collaterals, strategies and tactics.

Solutions:
Client Education and Professional Development: Established weekly National Marketing Calls
and Marketing Webinars to share best practices, successes and key learning’s in real time. Developed
‘how to’ marketing manuals, power-point presentations and educational marketing curriculums for
clients. Hosted quarterly Owner’s Trainings on marketing tactics, resulting in a 50% increase in new
spa profitability during spas’ first 6 months open.

Team Building: Built and managed the company’s first field based team of “Regional Managers” to
provide training and operational consulting support to client Medical Spas across all business categories.
As a result, same door sales increased by 60% after eight weeks, and client satisfaction peaked at
an all time high.

Creative Support and Strategic Problem Solving: Moved the company’s graphic support from
Manila, Philippines to the US, so that clients could collaborate and communicate more efficiently with
our graphics team. Expanded client marketing support by 100%, growing the number of
campaigns from 4 to 12, annually. Hired a state-of-the-art online editing service so that all collaterals
could be easily customized by our clients. Designed, wrote and managed proprietary Community
Marketing Program, which resulted in a 50% increase in leads and a 75% reduction in monthly
advertising spend, over 18 months, among spas that executed the program.

Sourcing and Negotiations: Sourced and negotiated exclusive “network alliances and contracts” with
‘best of breed’ marketing vendors. Goal was to introduce invaluable marketing technologies and
services to our clients to help them grow more quickly, while at the same time save them time and an
average of $30,000 annually.

HEALTHWEST INC., BEVERLY HILLS, CA

2004
A privately held corporation; licensor and franchisor of medical spas throughout the United States. Developer of
the Inaara MedSpas™ brand.

Vice President of Marketing and Communications

Managed and directed marketing and advertising campaigns for franchised Medical Spas throughout
the U.S.

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 Challenge: To bring financial stability and growth to new medical spa franchisor and its
franchisees. My tenure was brief as the owner of the company returned to his medical
practice after a brief period of time.

Solutions:
Oral/Written Presentation Skills: Built power-point presentation and co-hosted Days of Discovery
sales presentations for potential franchisees. Closing rate jumped from 50% to 75% after
Discovery Day presentations were rolled out.

Strategic Problem Solving: Coached clients on Business-To-Consumer pre-opening advertising

strategies and Grand Opening events. Developed outreach campaigns, ads and point-of-sale marketing
collaterals for early adopter segments of the population.

NU SKIN ENTERPRISES, PROVO, UT

2003
A 1.0 billion dollar global manufacturer and direct-sell distributor of beauty & personal care products,
supplements and electronic services.

Director of Global Product Education, Nu Skin Division (Personal Care & Beauty Products)

Challenge: To design, write and launch a global product education program that would meet
the needs of Independent Distributors located in 33 markets, world-wide.

Solutions:
Cross Functional Collaboration: Met with global department heads, general managers and executive
team, to garner feedback, concerns and suggested deliverables, prior to drafting program design and
proposal.

Project Management: Designed blue print for multi-dimensional global university which would be
operated via independent e-learning curriculums, webinars and live seminar facilitation. Traveled to the
Asia-Pacific region once or twice a month to represent the Nu Skin Division at international Distributor
Conferences and to meet with the GM’s of each country. Built the company’s first education department
and managed a team of five Training Managers.

AVON PRODUCTS, INC., NEW YORK, NY

1998-2003
A $6.0 billion global manufacturer and distributor of beauty and related products.

Was promoted 4-times over a 5-year period to positions with greater responsibility,
eventually becoming the National Director of Retail Education.

Director of Education, U.S. Retail: “beComing” Brand

2002-2003
Senior National Education Manager, U. S. Retail, “beComing” Brand
2001-2002
National Education Manager, Avon, U. S. Retail
1999-2000
Western Regional Educational Manager (“Complimentary Access”)
1998-1999

Challenge: To help the company launch a new retail division that would offer up a brand with appeal to
the prestige department store cosmetics consumer, without disenfranchising the company’s “core”
Sales Representatives and direct sell customers.

Solution:
Training and Development: Developed innovative training tools and strategies to support the launch
of a new lifestyle cosmetics brand for sale at retail. Key achievements included: A training manual
designed to read like a fashion magazine, training seminars intended to enhance emotional
responsiveness in service professionals, and unique sales strategies to reflect customers’ attitude and
lifestyle fluctuations. Such ‘out of the box’ approaches to training helped the brand meet and exceed
key sales goals and metrics during the post launch period. In November of 2002, I was profiled
as a featured Training Director in Beauty Fashion Magazine.

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 Increase Market Share: The Company’s initial retail launch involved the pursuit of experienced
cosmetic sales professionals from established department store lines, to sell Avon’s existing brands at
kiosks in super-regional malls. I developed recruiting and training programs to attract and retain high
performers from competitive cosmetic brands. As a result, our small division met our operational
goal to successfully open 50 corporate kiosks (Avon Beauty Centers) within a 6 month
period.

Business Model Re-Engineering: The Company decided to license the retail kiosks to Avon
Representatives, but most had no retail operations experience. In response, I produced training and
marketing materials designed to help representatives transition from direct-selling to retail sales.
Materials included a 90-minute instructional video for new licensees, an audio training program for new
hires and a packet of kiosk promotional marketing materials, which was distributed to 6000
representatives at the company’s National Convention. As a result, our division opened 100
licensed kiosks within a 12 month period.

Market Penetration and Consumer Outreach: Collaborated on the planning and roll-out of a
successful series of “Mall Tour” Beauty Events in a dozen states throughout the US, which generated
more than $300,000 in sales during an 8 week period.

Assumed Sales and Training Management positions involving increasing levels of

responsibility, from 1984 through 1998.

National Director of Training, Merle Norman Cosmetic Studios

1998-1998
Market Sales Manager, Calvin Klein Fragrances, New York, NY
1997-1998

National Education Manager, Dayton-Hudson Corporation, Minneapolis, MN

1995-1997
Midwest Regional Trainer, Elizabeth Arden Company, New York, NY
1984-1995
Education

• Masters of Science: Speech Pathology University of

Denver, Denver, CO
• Bachelor of Arts: Speech Pathology & Audiology University of
Colorado, Boulder, CO

Honors

• Distinctive Achievement Award granted by the Office of the CEO, Avon Products, February
2002
• High Performer Manager’s Stock Option Grant, Avon Products, May 2000
• Individual Cash Stipend Award for Sales Building Strategy: February 2000