Summary

Overview

Work History

Education

Skills

Timeline

Emily Sturm

Denver

Summary

Director of Merchandise and Non-Ticketed Revenue Operations with extensive experience in live events, multi-unit operations, and revenue-driven systems. Proven expertise in merchandising, event management, and operational leadership, with a strong ability to guide projects from concept through execution. Strategic and solutions-oriented, with a problem-solving mindset that addresses challenges in real time while proactively identifying and strengthening operational weak points before they escalate. Detail-oriented leader experienced in interviewing, hiring, and training high-performing operations and sales teams. Known for an optimistic, enthusiastic leadership style that motivates teams, inspires collaboration, and drives results.

Overview

years of professional experience

Work History

Director: Non-Ticketed Revenue

Thirteenth Floor Entertainment Group

08.2021 - Current

Lead the planning, execution, and optimization of all non-ticketed revenue streams—including photo programs, food and beverage operations, and retail merchandise—across 20 live entertainment locations.
Develop, manage, and forecast detailed budgets for each revenue stream at every location, ensuring profitability while aligning with overall company financial goals.
Drive revenue growth by implementing strategic pricing models, promotional offers, and discount strategies designed to maximize per-cap spend and overall margins.
Analyze sales performance, guest behavior, and trend data to identify opportunities, adjust strategies in real time, and quickly pivot operations to changing market conditions.
Increase operational efficiency by standardizing processes, improving vendor relationships, and streamlining on-site execution across multiple venues.
Collaborate cross-functionally with operations, marketing, and leadership teams to ensure seamless execution and consistent guest experience and branding for all non-ticketed offerings across all locations.

General Manager (Multi-Unit)

YogaSix

09.2020 - 11.2021

Oversaw daily operations for multiple YogaSix franchise locations, including revenue performance, staff scheduling, payroll oversight, retail sales, and membership sales.
Led and developed studio teams to ensure operational consistency, exceptional member experience, and achievement of sales and retention goals across all locations.
Partnered closely with new studio owners to create and execute strategic recovery plans following Covid-19, focusing on membership growth, pricing strategy, and operational alignment.
Implemented targeted membership sales initiatives, community outreach efforts, and retail optimization strategies to rebuild demand and engagement.
Successfully restored membership levels and retail sales to pre-Covid performance within one year of leadership.

Studio Manager (Multi-Unit)

Orangetheory Fitness

11.2017 - 11.2020

Managed day-to-day operations across multiple Orangetheory Fitness studios, monitoring daily, weekly, and monthly KPIs to consistently achieve 100% of monthly revenue targets.
Led membership sales strategy and performance tracking to drive sustained growth across all locations.
Sourced, purchased, and facilitated all retail merchandise, negotiating contracts and pricing with external vendors to maximize margins and on-site revenue.
Recruited, onboarded, and trained sales associates and studio managers, building high-performing teams and strong leadership pipelines.
Drove significant membership growth, increasing OTF Hoover membership by 20% between January–June 2019 and OTF Inverness membership by 25% between June–December 2020.
Implemented COVID-19 operational procedures and safety systems at OTF Littleton, successfully reactivating 15% of previously frozen memberships and stabilizing revenue during reopening.

Event Planner

SoHo Social & SoHo Standard

07.2019 - 07.2020

Provided full-service event planning and coordination for private and corporate events in partnership with two of Birmingham’s premier restaurants.
Collaborated closely with clients to define event vision, aesthetic direction, and overall experience, meeting on-site to ensure seamless execution and alignment with expectations.
Served as the primary liaison between clients, guests, and restaurant teams, coordinating menu selections, timelines, and event logistics.
Managed multiple events simultaneously while maintaining high standards for service, communication, and guest experience.

Landscape Architect

Environmental Design Studio

08.2016 - 01.2017

Collaborated with internal design teams to plan and design aesthetically compelling, functional outdoor environments for both small-scale residential projects and large-scale public parks and recreational spaces.
Contributed to concept development, layout planning, and design execution to meet client needs, site constraints, and project goals.
Managed social media platforms and client communications, supporting brand presence, project visibility, and ongoing client engagement.
Served as a point of contact for clients throughout the design process, ensuring clear communication and alignment on project vision.

Landscape Architect Project Coordinator

Phil Graham Landscape Architecture

07.2013 - 07.2016

Organized and facilitated client meetings while managing daily office workflows to support efficient operations and project delivery.
Coordinated educational and professional development opportunities for the firm, maintaining and managing the company-wide calendar.
Assisted with on-site supervision during construction and implementation phases to ensure projects aligned with design intent and timelines.
Created and managed company social media assets and websites, supporting brand visibility, client engagement, and marketing initiatives.