Luca Ficco

Founding luxury sales hire, scouted nine months pre-opening to lead the consultative membership sales motion for one of Australia's most-watched private wellness clubs - building the revenue base the clubs launched on.

• Personally contributed several hundred high-ticket membership sales across Gurner's St Kilda, Toorak and South Yarra clubs - totalling an estimated $3M+ in foundational annual recurring revenue plus ~$200K+ in upfront onboarding fees. The revenue base both clubs were built on.
• Maintains a client book of 1:1 consulting relationships with executives, fund managers, and prominent C-suite professionals - a direct pipeline of ultra-HNW decision-makers built through trust, discretion and genuine expertise. The relationship depth a luxury sales environment demands.
• Procured strategic pre-launch B2B partnerships across three sectors: a leading Australian property portal, premium Stonnington real estate agencies, and prominent Australian fashion houses - identified, approached, negotiated and signed solo without external BD support.
• Architected and integrated the full commercial stack: HubSpot for pipeline and CRM, Oracle Netsuite for accounting, Mindbody for operations, Square for POS. Connected end-to-end with Looker Studio reporting surfaced to shareholders. Demonstrates the systems discipline that high-performing sales operations require.
• Authored sales playbooks, scripts and SOPs for the membership and coaching departments; onboarded and managed staff; maintained financial reporting and payroll oversight across both departments.
• Worked alongside marketing to drive sales through top-of-funnel strategy including conversion-optimising UX design, and with the member support team to reconcile payments in arrears, collect outstanding debt and ensure healthy P&L across the St Kilda club - in addition to developing preventative reactivation and retention programs that reduced churn and recovered at-risk revenue.

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 outbound closers nationally, averaging 24–33 cases per day and consistently exceeding KPI thresholds.
• Promoted from outbound cold calling to senior account role managing high-spending consumers and B2B accounts on a warm-lead consultative book - then promoted again to Account Manager overseeing the wholesale supply of retail bottle shops across Melbourne's south-eastern suburbs, growing the portfolio to 6+ stores at peak and maintaining those relationships through regular service, stock management and account development.
• 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.

• 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.

• Completed Victorian Certificate of Education (VCE) in 2022. Subjects included Business Management, Economics, and Physical Education.
• Entered industry directly; professional credentials and real-world track record followed immediately.