jimena ballina leathers

identified target audiences and ideal client profiles in the MICE and leisure tour operator sectors in the US market.

launched a new database of prospective clients, conducting client outreach to secure new partnerships.

created branding, value proposition, and messaging for the US market and corresponding operations, sales, and marketing tools.

established the onboarding operational processes with cross-departmental collaboration to overcome challenges specific to the US market and support new partnerships.

mapped the B2B distribution strategy for the Miki team to follow through EOY.

contracted new veterinary clinics in 13 states across the East Coast, becoming the #1 salesperson on a team of 10 salespeople nationwide and generating over $1 million in gross profit for Evette in 2024.

managed relationships with corporate regional managers, such as VCA, and signed a national agreement with the ASPCA.

coached employees on sales tactics and objection handling, mentoring individuals on the sales and scheduling teams to help improve their cold calls and emails, conversion rates, and problem-solve issues in their territories.

performed sales enablement functions by creating new processes to improve workflow for the sales team, such as the implementation of Yesware, and trained the team on best practices for its use.

assisted in veterinarian recruiting strategy by identifying the best markets to hire new talent based on demand and current coverage.

previous roles

senior manager -  global trade sales | january 2019 - december 2019

manager - global trade sales | march 2015 - december 2018

scope of work

managed key accounts generating 90% of the department's revenue, such as Costco, Groupon, Expedia, EBG, Hotelbeds, GetYourGuide, and more.

responsible for a quota of $100+ million, compared to original quota of $545,000 as a global trade sales manager.

analyzed and interpreted data such as gross profit per product, market trends, individual partner website's unique visitors and conversion rates to select marketing investments, develop growth strategies, and plan country-specific market penetration.

developed and executed strategies to grow accounts and exceed sales targets, with a focus on contribution margin rather than top-line revenue.

created market penetration strategy for Brazil and Mexico, hiring an in-market team to generate brand awareness, contract new partnerships, and grow business via existing wholesale partnerships, which generated a 230% ROI in the first full year and served as the model for the global in-market representation strategy.

secured exclusivity deals with select top partners such as the largest online travel agency in Mexico, guaranteeing Go City attraction passes would be the only type of attraction pass sold via these channels.

led API integrations with major e-commerce sites, coordinating with tech teams to optimize product delivery and user experience.

previous roles

business listings, telesales executive – latin america | april 2013 - august 2014

SeatGuru (TripAdvisor) | content coordinator | march 2012 - september 2012

scope of work

ranked #1 telesales executive for the year in 2014 prompting promotion to sales executive and #1 sales executive in the latam region each month.

overcame objections using data such as conversion rates, unique visitor's to hotels' TripAdvisor listings, and created ROI projections.

mentored telesales and sales executives, assisting in creating strategies to reach their monthly quotas.

designed, implemented and analyzed the performance of online campaigns such as email blasts to promote content and events and drip campaigns to nurture leads.

maintained website content, tracking the performance with particular focus on SEO/SEM techniques and web analytics.

hosted events such as webinars and occasional in-person conferences.

managed media relations and leveraged social channels to engage with clients and trade journalists.

wrote and edited content such as announcements, webpages, and blog posts.