Luca Ficco

Founding-team commercial hire scouted nine months pre-opening for one of Australia's most prominent luxury wellness launches. Owns both the consultative sales motion at the top of the membership pipeline and the technical infrastructure that supports it.

• Personally contributed several 100s of high-ticket memberships sales to each of Gurner's St Kilda, Toorak and South Yarra clubs - totalling over an estimated $3M+ in foundational annual recurring revenue plus ~$200K+ in upfront onboarding fees. The revenue base both clubs were built on.
• Procured strategic pre-launch B2B partnerships across three high-value sectors: a leading Australian property portal, premium Stonnington-based real estate agencies, and prominent homegrown Australian fashion houses - sourced, negotiated and signed solo.
• Architected, intergated and refined the GTM and analytics stack: HubSpot as the single source of truth for CRM and CAC/LTV tracking, Mindbody for staff/member operations, Square for retail and F&B POS, personally connected via Zapier and N8N, with Looker Studio surfacing ASX-ready reporting to shareholders. Rare build for a boutique wellness operator.
• Authored the operational SOPs, sales playbooks & scripts and reporting infrastructure for the performance coaching and group fitness departments; onboarded staff; managed contracts and balance sheets in addition to oversight on the payroll system.
• Maintains a 30+ client book of 1:1 performance coaching for executives, private equity fund managers, prominent financiers C-suite executiveswhile continuing to sell premium coaching packs on top of ongoing membership sales. Demonstrates the consultative polish required in front of ultra-HNW decision-makers.

• Built the end-to-end brand system, design standards, assets and consistent creative pipelines across web and social.
• Developed and maintained the website with custom HTML/CSS, lead-capture workflows, conversion-first UX iterations and designed the SEO architecture.
• Coordinated the synchronisation of technical SEO to drive organic lead-gen and decrease CAC alongside Meta + Google Ads diagnostics.
• Built a social media presence and brand identity unlike any other brand on the market.
• Ran instrumentation and performance measurement, tracking governance (UTMs / pixels / events), Search Console diagnosis etc.
• Led national team operations including recruitment, onboarding, SOPs, automated roster workflows, quality control and compliance.
• Financial management, pricing strategy, unit economics (CAC, gross margin), forecasting, payroll and receipt governance.

Direct-to-consumer e-commerce and wholesale wine business operating one of Australia's largest sales floors at approximately 300 representatives at peak.

• Ranked among the top closers nationally, averaging 24–33 cases per day and consistently exceeding KPI thresholds.
• Promoted to senior account role managing high-spending consumers and B2B accounts, transitioning from outbound cold calling to a warm-lead consultative book.
• Mentored 15 junior sales associates alongside personal portfolio responsibilities - early formal sales-leadership reps.

Retail supplement and nutrition store inside a major Melbourne shopping centre, individual-store gross revenue $700–$2,500/day (~$180K–$600K annualised store-level volume).

• Consistent top-tier sales performance through deep product knowledge and relationship-based selling - specialised in translating complex performance and nutrition concepts into customer-focused recommendations.
• Built and maintained wholesaler relationships with Welltech Nutrition, Optimum Nutrition and Fibre Boost - optimising margins and championing Australian brands on the shop floor.

• Completed Victorian Certificate of Education (VCE) in 2022 with an ATAR of 58.
• Developed foundational knowledge in business, economics, and quantitative reasoning through senior secondary studies.