1. Continued…
DEBORAH L. ULRICH
1233 North Westfield Road  Madison, WI  608-358-8262  debbie.ulrich919@gmail.com
SALES MANAGEMENT – RETAIL OPERATIONS
A senior manager with over 20 years of sales, retail operations, and business development
experience within major consumer product companies. Strong background in achieving sales
goals and establishing strategic partnerships to gain new business. Leveraged excellent team
leadership, relationship building, and communication skills to achieve results.
Knowledge/Skill Areas: Sales Management; Retail Merchandising; Team Leadership & Mentorship; Hiring & Training
Development; Change Management; Channel Marketing; Systematizing; Written & Verbal Communications; Consumer
Packaged Goods (CPG); Strategic, Big-Picture Outlook; Business Development; Sales Goal Attainment; Contract Negotiation;
Customer Loyalty & Retention; Needs Assessment & Fulfillment; Microsoft Office; Internal Software Systems; Salesforce
PROFESSIONAL EXPERIENCE
WILLIAMS-SONOMA – Madison, WI – 2014-2016
An American publicly traded consumer retail company that sells kitchenware and home furnishing. One of largest e-commerce retailers in
the US and one of the biggest multi-channel specialty retailers in the world.
Acting General Manager (2015-2016) | Associate Manager (2015) | Assistant Manager (2014-2015)
Progressed quickly into increasing responsibilities; hired as an assistant manager, opening and closing the store and
strategically setting up merchandise; effectively motivated and coached team members through a five-step sales process in
order to achieve daily sales goals. As an associate manager, oversaw operations of backroom, shipments, and front-of-store
merchandising, which included store mapping and store resets on a monthly basis. Promoted to acting general manager,
responsible for hiring and training 10 new sales associates and promoting one team sales lead. Oversaw daily store
operations, while ensuring sales staff were aware of weekly goals; scheduled monthly touch-base coaching sessions.
 Made President’s Club by remaining #1 performer with 69.9% email capture and selling $368K to attain gold status.
 Motivated team to achieve 62% email capture by March, from 46% email capture in December.
 Moved business to top five (out of 12) in district for March.
 Achieved President’s Club Bronze Level selling $250,000 from May. 2014-Jan. 2015, which in turn was recognized
as the #2 in sales performance among store personnel.
 Trained all management personnel on audit guidelines (cleanliness of backroom, inventory reports, markdown audit
reports, and safety reports), which resulted in an 80% pass rate—a significant improvement from previous years.
 Achieved no lost-at-work accidents for over one year by initiating the development of a safe workplace;
coordinated efforts to ergonomically handle shipments and promotional merchandise.
 Encouraged a positive work environment; received feedback from customers based on their experiences (staff
were recognized for greeting customers and tending to customers’ needs with a delicate approach).
 Organized and worked bridal show; increased registrants from 10 to 65 in 2014 by working with Pottery Barn to
ensure show was adequately promoted and all participants were greeted.
CPM-US/NATIONAL IN-STORE – Sarasota, FL, Dallas, TX – 2004-2013
Omnicom Company providing Fortune 500 Companies integrated and managed solutions for leading retailers nationwide.
Business Development Manager, District Manager (2007-2013)
Promoted to business development manager role, where responsibilities included managing, training, and coordinating retail
teams. Guided teams through establishing new business (cold calling and writing RFPs), developing retail programs, and
supporting national retailers including; LG, Walgreen's, Redbox, Target, and Symantec. Achieved annual sales quota of $4.2M.
 Established positive relationships with clients; worked closely with store operations to ensure adequate knowledge
of analytical reporting at the end of a program; reported useful information back to the client.
 Grew RedBox business from $25K in year one and $500K by year two as a result of a successful cold call; worked to
cover open kiosks across the country for a 100% compliance weekly rate. Collaborated with management to
develop a training program for market managers.
 Met profit goals and effectively controlled project scope creep through due diligence and determination of
processes, obstacles, and needs (performed time and motion studies) prior to bidding on an account’s job.

2. DEBORAH L. ULRICH, PAGE 2 608-358-8262  debbie.ulrich919@gmail.com
Regional Sales Manager (2004-2006)
Began at CPM-US as a regional sales manager, overseeing sales, business development, and key accounts including Target,
Kmart, Walgreen’s, and Super Value in partnership with leading manufactures. Assigned annual sales quota of $1.4M;
consistently met targets by ensuring positive working relationships with account representatives and sales team members.
 Developed Target store operations training and backroom certification for company representatives.
 Collaborated with store operations to define compliance issues and assess retail needs.
 Provided reporting information to Target, which resulted in an extension of work and additional
merchandise for monthly endcaps.
INFORMATION RESOURCES – Chicago, IL – 1999-2003
Nationwide Service Company providing merchandising, data collection, and research analysis to manufacturers in the CPG industry.
Central Business Development Manager (2002-2003)
Placed in a sales/business development role to work closely with sales personnel in order to develop additional
merchandising opportunities. Developed synergies and managed joint venture relationship with Mosaic Infoforce and
Information Resource Inc. This opportunity provided insight on how market research was gathered and effectively used.
 Maximized retail efforts to increase promotional compliance and product distribution.
 Established corporate selling drives to meet sales quotas for both Mosaic & Information Resources Inc.
Central Regional VP Field Collection (1999-2002)
Managed 450 employees and two data collection centers in Central Region of US, with high-profile accounts including
Pepsi, Frito-Lay, Proctor & Gamble, Quaker, and Anheuser Bush. Created a program to train and audit independent
convenience stores on a monthly basis.
 Developed and implemented National Field Service Representative Orientation Program to ensure consistent
processes across all three regions.
 Initiated and conducted Convenience Store Negotiation Course for 200 field managers resulting in a 95% close ratio.
 Restructured Central Region to maximize efficiencies and cut costs resulting in a savings of $400K.
ADDITIONAL ROLES
Part-Time Sales Leader – PIER ONE IMPORTS – Ft. Worth, TX – 2011-2014
Implemented in-store planograms/sales and adjusted inventories in accordance with the weekly markdowns. Ensured
daily sales goals were attained by motivating and coaching employees on the six-selling standards. Screened/interviewed
prospective job applicants and assisted with onboarding/training process. Trusted with opening and closing store.
Part-Time Clinique Counter Manager – MACY'S – Madison, WI – 2006-2011
Initially began as a full-time employee; stepped back to part-time in 2007. Hired and trained sales associates; promoted
Clinique products through effective marketing promotions. Established and built clientele, while working to attain sales goals
(achieved #2 sales associate status from 2007-2011) and bring in new business.
PRIOR POSITIONS
Worked as a Director of Retail Merchandising for Rayovac Corporation managing 115 employees across the US and
collaborating with retail merchandising agencies through the implementation process of retail programs for national accounts,
including Walmart, Target, Kmart, and WW Grainger; oversaw and allocated funds for an annual budget of $5M.
Additional roles included progressive positions in Bayer Corporation, these opportunities included: National Retail Sales
Administration Manager, Manager Performance Technology & Training, Manager Sales Communication Services /
Administration, Unit Sales Manager, and Key Account Manager. Achieved substantial sales results, including oversight
of $30M in sales and recognition as #1 sales team in the Mid-South region and top region in the country.
EDUCATION
Bachelor of Science, Fashion Merchandising – Interior Design & Marketing
Western Michigan University, Kalamazoo, MI