Jelena Kricka
Sales Advisor/B2B Sales/Business Coach
Experience
May 2023 - Aug 2023
4 monthsSales Advisor/B2B Sales/Business Coach
Reverse.Supply
- Exec Coaching: on-the-job coaching for sales teams and Sales Director on B2B outbound activities to boost sales numbers, especially for new client acquisition
- Operational Excellence: set up and ran B2B outbound sales function and sales processes with the CEO, defined KPIs and established KPI tracking for the outbound team
- Improved KPIs, sales materials, pitches, objection handling, new pricing model, etc.
- Process Optimization: set up and refined technical B2B sales process in CRM system (HubSpot)
- Strategic Initiative: rolled out quick strategic measures to win new partnerships and grow revenue (e.g., launch of an acquisition campaign)
Jan 2022 - Apr 2023
4 monthsConsulting and Project Lead in Finance Department
Alteos GmbH – an AXA Company
- Project Management: led company-wide project to create full cost transparency across teams to enable ongoing ROI tracking, focusing on marketing and sales, end-to-end from concept to implementation, and trained new finance lead
Jun 2022 - Dec 2022
7 monthsInterim CMO
Alteos GmbH – an AXA Company
- Interim Leadership: led a marketing team of 5 (3 full-time & 2 freelancers), reported to CEO, part of hiring team for full-time CMO (hired Q4 2022), set up team structure and roles, created 2023 budget plan
- Change Management: restructured the team, aligned roles, ensured smooth handover and stable performance, prepared clear handover for new CMO
- Operational Excellence: developed marketing and communication strategy to support new broker business revenue stream, optimized cross-team processes with sales
Jun 2021 - Dec 2021
7 monthsSales Leadership Consulting, Coaching and Sales Project Management
Alteos GmbH – an AXA Company
- Exec Coaching: defined and built a new B2B/B2C structure and sales processes in CRM, implemented automation along the customer journey with the Sales Director, assessed and supported team performance management
- Job Coaching: on-the-job coaching and workshops for sales teams to boost numbers, especially in new client acquisition
- Operational Excellence: refined KPIs, pricing models, forecasts, sales pitches, ran short- and long-term campaigns to grow affinity business revenue (e.g., reactivation and core derivative campaigns), optimized KPI tracking for outbound team
Sep 2020 - Nov 2020
3 monthsSenior Sales & Product Advisor (Freelance)
UcmAgeny
- Interim Leadership: built a sales team and onboarded staff, launched short-term measures to lift H2 2020 revenue (e.g., reactivation campaign in Salesforce, developed new business areas)
- Job Coaching: on-the-job coaching and workshops for sales teams to boost numbers, especially new client acquisition
- Operational Excellence: set up and ran B2B outbound sales function and processes with CEO, defined KPIs and tracking for outbound team
Jan 2020 - Mar 2020
3 monthsInterim Head of Sales (Freelance)
Travelcircus GmbH
- Interim Leadership: led a 13-person sales team (team lead, hunters, key account manager), reported to CEO, assessed and managed performance, expanded team by leading hires
- Job Coaching: on-the-job coaching and workshops for sales teams to improve KPIs, especially new client acquisition
- Operational Excellence: optimized and aligned sales processes along the customer journey (including automation), improved KPIs, pricing models, forecasts, sales pitches
Jun 2019 - Dec 2020
7 monthsB2B Sales Consultant and Coach (Freelance)
Zenjob GmbH
- Job Coaching: on-the-job coaching for sales and customer success teams (23 people) and leadership training for team leads and heads; set up task forces and training formats to boost performance (handling objections, complaint management, forecasting, documentation, onboarding)
- Interim Leadership: assessed and managed performance of Sales and Account Management teams
- Change Management: led transition of roles from customer support to account management with training and prep for new duties
- Operational Excellence: supported Salesforce CRM integration, set up sales KPIs, developed and ran campaigns, optimized pitches and materials
- Exec Coaching: advised leadership on sales processes, strategies, resource management, automation, and alignment
- Project Outcome: outbound calls up 430%, H2 2021 revenue up 32%
Feb 2019 - May 2019
4 monthsB2B Sales Consultant and Coach (Freelance)
Schulbulli GmbH
- Sales coaching and consulting for co-founder and head of sales on German sales strategy
- Focus on new client acquisition and building relationships with public and private schools
Jan 2018 - Dec 2019
1 year Berlin, Germany
Director Business Development
HeyJobs GmbH
- Enterprise sales and account expansion of large clients with annual framework agreements: grew German market (e.g., Douglas, Allianz, VW, Wisag, Dussmann, DB Schenker, Securitas, Sana Kliniken, Deutsche Bank)
- Recruited and led team members
- Achieved turnover Q1–Q3 over €500,000, Q1 to Q2 growth 95%
Jan 2016 - Oct 2017
10 months Berlin, Germany
Senior Key Account Manager Residential
Scout AG/ImmobilienScout24.de
- Led Berlin key account managers, provided nationwide KAM coaching at CEO’s request
- Collaborated with IT, product, pricing teams to shape department strategies with sales insights
- Presented market insights and strategies to board to guide sales strategy
- 2016 sales responsibility approx. €1.7 million; Q1 2017 target performance: 106%
Jan 2015 - Dec 2016
1 year Berlin, Germany
Key Account Manager Residential
Scout AG/ImmobilienScout24.de
- Managed and expanded key accounts and reactivated clients after sales reorganization
- Won the nationwide “Dreamlist Challenge”
- 2016 sales responsibility €1.5–2 million; average quarterly target performance 105%
Dec 2014 - Dec 2015
1 year 1 monthSenior Account Manager (Cooperations)
Scout AG/ImmobilienScout24.de
- Advised and supported franchise partners and headquarters of major real estate franchises in Germany
- Supported AdSales campaigns for agents, managed relationships and escalations
- 2015 sales responsibility approx. €2 million; average quarterly target performance 105%
Sep 2011 - Jun 2014
2 years 10 months Berlin, Germany
Senior Sales Consultant (specialized in new/digital media and e-commerce)
emagine GmbH (formerly GFT Resource Management GmbH – subsidiary of GFT Technologies AG)
- Managed IT contracting sales
- Acquired customers and managed client portfolios
- 2013 margin achieved approx. €140,000
Mar 2011 - Aug 2011
6 months Hamburg, Germany
New Business Consultant (project-based)
Kontor eins digital GmbH & Co. KG
- Built and established a distribution structure
- Developed and executed sales measures and strategy with founders
Apr 2009 - Nov 2010
1 year 8 months Berlin, Germany
Key Account Manager
BGPM – Berliner Gesellschaft für Personal und Management
- Acquired new clients nationwide across all sectors for HR services, headhunting, and interim management
- Handled pre- and post-sales for experts and executives
- Achieved annual turnover €300,000
Sep 2007 - Mar 2009
1 year 7 months Berlin, Germany
Junior Sales Manager/Project Lead
in mind GmbH (for Daimler AG Mercedes-Benz)
Jul 2004 - Jul 2006
2 years 1 month Berlin, Germany
Working Student Assistant to Management
Daimler AG Mercedes-Benz
Summary
- 18+ years of operational and strategic experience in sales and key account management
- Main focus on B2B sales & sales processes and selling complex services that need detailed explanation
- Industry focus: online marketplaces (real estate, travel), SaaS technology, digital recruitment services, mobility
- Negotiations and consulting at executive level
- Sales coaching and training for sales professionals and leaders
Languages
German
Native
English
Advanced
Croatian
Elementary
Serbian
Elementary
Education
Oct 2002 - Sep 2018
University of Potsdam
B.A. · German and English/American Studies · Potsdam, Germany · 2.0
Sep 1999 - Jun 2001
Albert-Einstein-Gymnasium
Abitur (university entrance qualification) · Berlin, Germany
Certifications & licenses
Train the Trainer
IHK – Chamber of Industry and Commerce Berlin
The Essence of Coaching
act – Advanced Coaching & Training, Berlin
Certificate as a Manager in Communications (DEPAK)
DEPAK – German Press Academy
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