Ivy West (Subsidiary of Educate, Inc.)
Wholly owned subsidiary of Educate, Inc. (e.g. Sylvan Learning Centers) providing 1:1, in-home, premium priced college admissions test preparation to 170,000 up-market California high school juniors.
Recruited to address operational, market and financial issues responsible for a five year decline in revenue and profit. Designed and implemented a comprehensive change initiative to rebuild the product line, upgrade management and improve financial performance in preparation for national expansion. Full P&L oversight for $5.0MM in revenue, a seven member senior leadership team, locations in Northern and Southern California and 350 employees. Reported to President & CEO of Sylvan Learning Centers.
- Built a customer segmentation model to drive product development and marketing efforts; developed and implemented a suite of new programs including the Ivy West On-Line platform and program; developed new ACT curriculum. 18% Y-O-Y improvement in revenue backlog in winter 2008.
- Revised the company website for search engine optimization; added an e-commerce on-line enrollment process and initiated an internet marketing campaign resulting in a new revenue stream of +$1MM.
- Recruited and hired a new Director level management team, created new business processes, published performance metrics and standards; provided direction to new finance, IT, marketing and operations functions. Developed variable compensation incentive programs. Zero voluntary Director turnover in 18 months.
- Prepared the California operations to be closed and consolidate functions back to Sylvan as a result of the 2008 debt crisis. Reduced support service delivery costs by 70% through job re-engineering and process re-design. Negotiated a buy-out of the Northern California office lease saving $150k per annum.