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Candice Hall

@candicehall

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MBA-trained finance executive driving strategic growth in SaaS.

United States

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What I'm looking for

I am seeking a role that fosters strategic growth, encourages data-driven decision-making, and values cross-functional collaboration.

I am an MBA-trained finance and revenue operations executive with a proven track record of scaling go-to-market (GTM) performance and driving strategic growth across SaaS, consumer packaged goods (CPG), and direct-to-consumer (DTC) models. Trusted by executive teams, I guide sales and marketing alignment, forecast accurately, design incentive structures, and identify performance levers across high-growth organizations. My ability to turn data into strategic action has consistently improved pipeline velocity, territory planning, and sales productivity in fast-scaling environments.

Throughout my career, I have achieved significant milestones, including driving $140 million in annual recurring revenue (ARR) at SpotOn by aligning GTM execution with sales optimization strategies. I have developed reliable forecasting models that preserved 95% of targets during inflationary periods and created incentive plans that foster accountability and a culture of data-driven decision-making. My leadership experience includes managing and mentoring teams, ensuring professional growth, and achieving internal promotions, all while maintaining a focus on operational efficiency and performance management.

Experience

Work history, roles, and key accomplishments

Head of Revenue Strategy & Operations

SpotOn

Apr 2023 - Feb 2025 (1 year 10 months)

Directed revenue operations for a 400-person national sales team during rapid SaaS growth, serving as a strategic advisor to executive leadership. Drove $140M in Year 1 ARR and shifted 75% of Year 2 deals to high-value restaurant clients through strategic customer segmentation and sales focus realignment.

Revenue Operations SaaS Sales Management Forecasting Salesforce Strategic Planning Data Analysis Pipeline Management Team Leadership

Division CFO, Securitas Products

Securitas Technology

Jul 2021 - Nov 2022 (1 year 4 months)

Oversaw all financial operations for Securitas Products during acute supply chain disruption and inflationary pressure. Turned division profitability within 4 months, improving gross margin from -2% to 4% through strategic pricing adjustments and finance team accountability.

Financial Operations Supply Chain Management Pricing Strategy Financial Planning Data Driven Decision Making Compliance Team Leadership

Vice President, Strategic Operations

Stanley Black & Decker

Oct 2019 - Jul 2021 (1 year 9 months)

Built and led the company’s first sales operation function, driving GTM strategy, revenue growth, and operational scalability during SaaS expansion. Increased SaaS attachment rate by 10% and expanded margins by 100 bps through sales strategy alignment and performance optimization.

Sales Operations GTM Strategy Sales Growth SaaS ERP Implementation Salesforce Strategic Partnerships

Commercial Finance Director

Stanley Black & Decker

Aug 2018 - Oct 2019 (1 year 2 months)

Led financial planning and strategic insight for GTM teams across sales, product, and marketing. Developed integrated financial models to improve forecast accuracy and budget alignment across commercial functions.

Financial Planning GTM Strategy Sales Analytics Marketing Analytics Financial Modeling Budget Management Customer Retention Sales Growth

Commercial Finance Leader

Stanley Black & Decker

Apr 2017 - Aug 2018 (1 year 4 months)

Directed core finance functions for sales operations, pricing strategy, and revenue planning. Improved revenue predictability and pipeline accuracy through refined forecasting models and in-depth sales analytics.

Sales Operations Pricing Strategy Revenue Planning Financial Forecasting Sales Analytics Deal Desk Financial Reporting Internal Controls

Director, Sales Finance

Angie’s List

Aug 2015 - Mar 2017 (1 year 7 months)

Owned end-to-end sales finance operations during organizational transformation, partnering with executive leadership to align financial planning with evolving sales strategy. Elevated sales productivity and forecasting accuracy by managing budgeting, incentive planning, and performance analytics across the sales organization.

Sales Finance Financial Planning Sales Strategy Budgeting Strategic Incentives Performance Analytics Sales Productivity Forecasting Compensation Structures

Trade Finance Manager

General Mills

Jun 2003 - Aug 2015 (12 years 2 months)

Progressively advanced through multiple finance roles, including FP&A, treasury, trade finance, logistics, and M&A, supporting growth, risk management, and financial governance across key business units. Delivered insight and oversight across planning, investment modeling, cash flow, and performance management.

FP&A Treasury Logistics M&A Risk Management Investment Models Cash Flow Management Performance Management

Education

Degrees, certifications, and relevant coursework

University of Chicago, Booth School of Business

Master of Business Administration, Strategy, Marketing, & Finance

Focused on Strategy, Marketing, and Finance, gaining expertise in business operations and financial management. Developed strong analytical and leadership skills applicable to various business challenges.

Purdue University

Bachelor of Science, Accounting, Minor in Finance

Studied Accounting with a minor in Finance, building a strong foundation in financial principles and practices. Developed skills in financial reporting, analysis, and strategic financial planning.