Laura Daly Email and Phone Number

Lead and support overall sales functions for six communities.

Brightview Senior Living is a vibrant community that offers seniors the lifestyle they deserve, plus experienced assisted living or dementia care if needed. Responsible for marketing Brightview including networking, sales, advertising, PR, and community events. Develop and nurture relationships with rehab facilities, homecare agencies, and care management companies. Build relationships with families and seniors looking to make a move into assisted living or memory care.

Planned, developed, and executed student recruitment strategies to drive application growth, including enrollment events and digital and print communications.• Developed and implemented a strategic and tactical recruiting process that increased 2017 enrollment by 35%, yielding 165 new students for 2017-2018.• Led multi-channel marketing initiatives from conception to completion.• Worked with Head of School, Deans/Directors, and Faculty to advance enrollment objectives. Recruited and led Admissions Advisory Committee and developed parent network to assist with additional outreach. • Evaluated metrics and dashboards to monitor effectiveness of marketing campaigns, admissions events, and service delivery. Implemented continuous improvements to the admissions process to increase applicants and yield, resulting in 50% applicant conversion rate and 97% customer satisfaction rating.

Successfully built two thriving learning centers for children offering math and English enrichment (ages 3-15). Planned and organized business launch and expansion, recruited and trained permanent and temporary staff, and aggressively marketed to prospective customers. Currently manage all aspects of the business: marketing, staffing, customer service, operations, P&L, and accounting.- Increased revenue by 42% from 2013 to 2014 while increasing profit margin. YTD 2016 revenue up 16% over YTD 2015.- Hired, trained, mentored and managed four permanent and up to eight temporary staff.- Cultivated strategic alliances with local businesses, organizations, and schools. Developed new programs and initiatives to grow enrollment.

Led product development and lifecycle management for strategic initiatives including online loan application, private consolidation loan, and new Smart Option Student Loan which changed the student loan standard by encouraging monthly payments in-school to reduce total finance charges and help students graduate with less debt. Developed, managed, and executed project plans. New product line of private student loans achieved 95% adoption by schools.Decreased call volume by 25% and postage expenses by $2 million through multi-channel communication enhancements to support new product launches and new servicing system. Identified and drove process improvements resulting in decrease in private loan delinquency rates from 22% to 6%.

Primary budget contact for Credit & Collections division representing approximately 15 lines of business and an annual budget of $450 million. Work closely with finance team to provide critical business and financial restructuring efforts. Lead weekly performance assessment meetings with department heads and senior management.- Division achieved 20% cost reduction target for 2008 plus additional $20 million in cost savings.

Developed school channel brand strategy for Sallie Mae's five direct/owned brands which repesented approximately 60% of Sallie Mae's origination volume. Shelf-space strategy resulted in 2007 owned brand origination growth of 20% in 2007 and 2008 vs. 7% industry growth.Managed heads of Fifth Third and Regions Bank sales teams as well as Sallie Mae's Hispanic Initiative. Regions and Fifth Third are super-Regional banks who outsource their student loan sales, marketing, and servicing functions to Sallie Mae. Managed $7M budget and generated favorable variance of $1.7 M (24%) for 2007.Spearheaded development of StraightTalk website in response to industry turmoil and need for an objective source of information on evolving regulatory and legislative changes. Website won "Product of the Year" award at 2007 National Sales Conference.

Hired, developed, and managed a national sales force marketing federal and private loans to colleges and universities nationwide. Successfully grew the team from 5 to 26 account executives. Provided strategy, leadership, and direction to sales team.Grew Sallie Mae lender volume by 44% in 2006 (from $3.7 B to $5.4 B) and 37% in 2005, compared to 10-12% industry growth.

Managed a team of 13 employees representing Strategic Sales, Pay-for-Performance Plans, and Sales Planning and Reporting.Developed sales performance reports and projections for Board of Directors meetings and quarterly earnings calls. Scripted CEO quarterly earnings calls.Grew origination volume at custom deal schools by 25-30% annually, compared to 10% at non-custom deal schools.Enhanced sales reporting capabilities by implementing SQL server solution as a more efficient solution than SAS mainframe reporting.

Managed business relationships with strategically critical group of lending institutions/banks within region. Managed staff of 7. Developed strategic and tactical marketing plans for region.Achieved $1.9 B in loan purchases for 1999, exceeding target of $1.7 B.Reduced student loan purchase prices with key lender partners by over 50% as a result of student loan legislation, creating $300,000 in loan premium payment savings.

Assisted in structuring, negotiating, and closing over $95 M in revenue and refunding bonds for educational institutions, generating over $750,000 in revenue. Obtained Series 7 license.

Assisted in providing financing to state student loan organizations, including lines of credit and letters of credit.