Open to opportunities

Marla Lacer

@marlalacer

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Director-level sales and marketing leader building loyalty programs, corporate partnerships, and measurable growth.

United States

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What I'm looking for

I’m looking for a role where I can own growth through data-driven loyalty strategy, strategic partnerships, and cross-functional collaboration—building long-term brand affinity while delivering measurable retention, revenue, and client success.

I’m a results-driven sales and strategic account leader with 15+ years in the beauty, wellness, and aesthetics industries. I specialize in managing corporate partnerships, launching loyalty initiatives, and driving customer engagement across multi-location medspas and wellness centers.

In my most recent role as an Area Sales Manager, I managed a 5-state territory and increased retention by 40% while growing consumable purchases by 20% month over month. I owned the full sales cycle from prospecting to post-sales support and onboarding, and I delivered quarterly business reviews using KPIs and analytics to improve usage and client satisfaction.

Earlier, as Director of Operations, I launched a new medspa brand and built end-to-end operational infrastructure across clinic, lab, and pharmacy. I developed loyalty and membership programs that increased retention and revenue by 38%, created targeted SMS/email, social, and digital campaigns, and built SOPs and KPIs by developing providers, technicians, and support staff—exceeding revenue goals in the first year.

Experience

Work history, roles, and key accomplishments

Area Sales Manager

Geneo

May 2024 - Mar 2025 (10 months)

Managed a 5-state territory across medspas and aesthetics clinics, increasing retention by 40% and consumable purchases by 20% month over month. Owned the full sales cycle, co-executed marketing activations, and delivered quarterly KPI reporting to improve usage and client satisfaction.

Territory Sales MedSpa Sales Account Management Customer Retention Sales Enablement KPI Reporting Marketing Activations

Director of Operations

Upward RM

May 2021 - Dec 2023 (2 years 7 months)

Launched a new medspa brand and built end-to-end clinic operations across clinic, lab, and pharmacy. Developed loyalty and membership programs increasing retention and revenue by 38%, and established provider/technician teams with SOPs and KPIs that exceeded first-year revenue goals.

Clinic Operations Loyalty Programs Membership Strategy Team Leadership SOP Development KPI Management Vendor Onboarding

Sales Consultant & Educator

Salon Services & Supplies

Jun 2019 - Apr 2021 (1 year 10 months)

Managed a portfolio of 200+ accounts across two states, increasing revenue by over 60% in the first 6 months. Led education-driven sales with in-person training, product demos, and live events, and coordinated incentive campaigns with brand partners while tracking results.

Key Account Management Education Sales Product Demonstrations Revenue Growth Incentives Client Engagement Sales Training

Training Facilitator & Educator

Wells Fargo + Aveda Institute

Jan 2014 - Jan 2019 (5 years)

Designed training programs for sales and service teams focused on KPIs, retention, and customer experience (Certified Aveda Instructor). Oversaw financial compliance and Title IV funding for 300+ students, allocating $2 million in funds, and built coaching and loyalty-based student incentive plans to drive engagement and referrals.

Training Program Design Sales Enablement Customer Experience Financial Compliance Title IV Funding Oversight Coaching Student Incentive Programs