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II SS AA DD .. JJ OO HH NN SS OO NN lisadaniellajohnson@gmail.com * 714-595-2187

VICE PRESIDENT OF SALES OPERATIONSSENIOR DIRECTOR OF SALES Retention Loyalty & Engagement Strategic Business Planning New Business Development

Established, goal-driven, and strategic Senior Director determined to leverage an unmatched career managing and driving all aspects of the sales process in contributing to the bottom line for a growth-oriented company. Recognized for driving $300M+ in revenue by delivering a consistent 9.36% annual profit growth from 2005 to 2017.

Develop and oversee a goal-focused sales strategy including variable and dynamic cost modeling. Manage revenue streams and lead teams in driving business growth. Expand LTV of customers, build loyalty, grow market share, and generate repeat sales. Leveraged new technologies to design special ticket programs with sponsorship. Increased customer loyalty/engagement by executing cross-channel campaigns. Establish productive relationships with professionals;; maintain a solid client base.

CORE COMPETENCIES:

Sales Programs & System Consumer Products Sales & StrategyBusiness RetentionRevenue Strategies & Stream

Staff Development & SupervisionSales ManagementCross-Channel PromotionsProgram Development

Marketing & PromotionMarket Share ExpansionClient Relationship ManagementCustomer Service

Time ManagementWritten & Verbal Communication SkillsTeam Building & Leadership

MAJOR CAREER ACCOMPLISHMENTS

Instrumental in achieving an annual 6% to 8% pricing increase since 2012 and maintaining a 90% renewal rate from 2012 to 2017 by developing annual pricing and scaling models.

Delivered a regular 9.36% annual profit expansion from 2005 to 2017 that generated over $300M in revenue.

Spearheaded 3-party broker consolidation, successfully driving $4.25M in season sales, $1.7M in premium sales, $4M in group sales for the bottom-line budget, in addition to a 50%+ reduction in online marketplace postings per game (daily); achieved a +15% increase in the average listing price.

Leader of team exceeding aggressive annual sales objective by 9.6% in revenue for 9 out of 11 years.

Developed annual new business and retention plans for the company to reward key behaviors and/or new products. Created and launched new Stadium Rentals department to sell special event programs that drove new revenue for the team.

Introduced C-level with opportunity to participate in JD Powers Fan Experience Survey; Anaheim Ducks ultimately gained status as the "Highest Ranked Fan Experience" team in the greater Southern California area.

Implemented department-wide sales training for management and account executives in cooperation with Steve Johnson of Next Level Consulting; this resulted in significant productivity improvement combined with a long-term goal setting meeting structure managers currently utilize with sales reps.

Led team in developing and implementing a web-based Season Ticket Holder Loyalty program resulting in a 13%+ participation increase over prior year while maintaining flat redemption costs (+-.01%).

PROFESSIONAL SUMMARY

ANAHEIM DUCKS HOCKEY CLUB, Anaheim, CA, 2005–Present

The Anaheim Ducks are a professional ice hockey team based in Anaheim, California. They are members of the Pacific Division of the Western Conference of the National Hockey League.

Increased customer loyalty by creating cross-channel campaigns.

DIRECTOR OF TICKET SALES OPERATIONS: ENGAGEMENT (2016-Present) DIRECTOR OF TICKET SALES AND SERVICE (2005-2016)

Director of Ticket Operations & Engagement:

Direct all aspects of ticket operations for roughly 50 events. Maintain outstanding customer service. Generate and

implement annual pricing, scaling, and forecasting business planning analysis to adopt annual pricing and sales increases for fiscal

budget. Mange client relationships.

LL

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LL II SS AA DD .. JJ OO HH NN SS OO NN ;; lisadaniellajohnson@gmail.com 714-595-2187

Professional Experience (Anaheim Ducks Hockey Club) Continued

Create long-term/near-term customer engagement and advocacy strategies. Develop strategies for account retention and frequency-building efforts.

Retain and grow employer-sponsored (client) accounts. Develop strategic campaigns. Collaborate with internal ticket sale. Principal liaison with primary/secondary ticketing providers.

Identify and implement process improvement opportunities for ticket buyers. Evaluate and create new customer service products and programs for season ticket holders.

Director of Ticket Sales and Service:

Managed all non-premium ticket-related revenue functions; season tickets, packages, groups, individual tickets, and foundation programs. Continued to exceed challenging annual FSE and single game ticket sales objectives.

Supervised the daily activities of staff; four managers, seven season sales reps, four retention reps, four group sales reps, four inside sales/telemarketing reps, and four ticket operations employees.

Developed and maintained new business and retention departments with the objective to maximize revenue and service of season ticket holders; resulted in an 89.5% renewal base since 2012.

Developed, tested, implemented, & measured cross-channel campaigns with success improving customer loyalty.

Sourced and implemented various new technologies including loyalty programs, dynamic pricing modeling, lead prospecting, and seat upgrades, successfully achieving a return on investment for each product.

Established both annual variable and dynamic pricing initiatives from 2012 to 2017.

Developed and launched a retention division focusing entirely on renewal business and relationships.

Implemented a goal-attaining group sales program resulting in consistent annual group sales growth.

Cultivated vertical sales by accomplishing a compensation structure to reward sales reps to upsell to other departments.

Developed an inside sales and group sales program to partake in family show, theater concert, and special event sporting shows; program has reached all targeted goals on an annual basis.

Exceeded ticket sales revenue budgets following two long-term player strikes by implementing multiple tactics including preferential pricing for clients and STH events to maintain client engagement.

Implemented and championed Microsoft CRM for utilization by sales and marketing.

Generated eight largest gates in Ducks’ history during the 2013 to 2014 and 2016 to 2017 seasons.

CHIVAS USA, Los Angeles, CA, 2004–2005

Club Deportivo Chivas USA was an American professional soccer club that was located in the Los Angeles suburb of Carson, California while competing in Major League Soccer. It was originally a subsidiary of the Mexican club C.D. Guadalajara.

Achieved $1.3+M in new business during inaugural year by generating 5,000+ FSEs.

VICE PRESIDENT OF TICKET SALES

Member of start-up team accountable for all ticket-related revenue growth tasks; season tickets, packages, groups, individual tickets, and foundation programs. Performed product development, marketing, and launch sales functions.

Hired, trained, and supervised six full-time outside sales reps, two inside sales reps, and six telemarketers. Directed installation of the Ticketmaster and Archtics system. Developed and managed all box office personnel and policies.

Established unique program with community relations specializing in training organizations to fundraise versus donate tickets. Designed and instigated Hispanic marketing/sales programs and related collateral materials.

Developed and implemented all ticket sales and ticket marketing-related plans, packages, pricing, strategies, and reports for a start-up sports franchise during a four-month period.

Launched Chivas USA’s ticketing activities requiring product development, pricing, scaling, marketing, and launch programs; sold 5,000 season tickets during inaugural season within only five months.

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LL II SS AA DD .. JJ OO HH NN SS OO NN ;; lisadaniellajohnson@gmail.com 714-595-2187

Professional Experience Continued

LOS ANGELES DODGERS, Los Angeles, CA, 1998–2004

The Los Angeles Dodgers are an American professional baseball team based in Los Angeles, California. The Dodgers compete in Major League Baseball as a member club of the National League West division.

Delivered a 20% increase in group ticket sales over previous year.

DIRECTOR: EVENT, GROUP, AND SEASON SALES (2002-2004) SENIOR MANAGER OF EVENT, GROUP, AND SEASON SALES (2000-2002) MANAGER OF GROUP AND SEASON SALES (1998-2000)

Director: Event, Group, and Season Sales: Directed event/group/season sales. Oversaw the stadium rental departments; estimated revenue of $6+M. Established new business and improved existing business. Implemented new sales programs and systems.

Senior Manager of Event, Group, and Season Sales: Oversaw season and group sales. Led daily operations of stadium rentals departments and single game suites.

Manager of Group and Season Sales: Managed all activities related to group and season ticket sales. Supervised four full-time group sales reps and seven full-time season sales reps.

Produced non-profit fundraising programs for community partners to generate dollars and ticket sales; earned $500K+ for the community and similar revenues to the Dodgers in 2001; revenues increased to roughly $1M for 2003 and 2004.

Developed and maintained single game suite rental department which produced revenues of $750K+ in first year and $1M in second year.

Created special ticket programs with sponsorship utilizing new technologies; improved value to sponsor programs and increased ticket revenues.

Built and implemented new Stadium Rentals department to sell special event programs and generate new revenue for the team.

Maintained season ticket revenue and sales figures regardless of team performance.

Designed a “non-avid” buyer database with over 10,000 names.

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Additional Related Experience Includes:

Director: Ticket Sales and Community Relations, Long Beach Ice Dogs

Director: New Media, Skagit Valley Publishing Company

Director: Marketing, Tacoma Rockets Hockey Club

Manager: Sponsorship Client Services, Seattle Mariners Baseball Club

EDUCATION & CREDENTIALS

BACHELOR OF ARTS DEGREE: California State University, Long Beach, CA

GRADUATE OF FULL CURRICULUM FOR SELF-DEVELOPMENT AND LEADERSHIP Landmark Education, Los Angeles, CA