Sales Manager

RICHARD O. STEELE Voice/Fax: 949-***-****

IRVINE, CALIFORNIA Cell: 714-***-****

Email: ********@***.***

EXECUTIVE SUMMARY

I have 15 years experience from start-up to fortune 500 introducing Solid-

State, Low Voltage lighting products designed to replace traditional light

sources in automotive, architectural, aircraft, military, entertainment,

forensic, first responders, display landscape, street lights, OEM and other

applications. My background includes significant success selecting,

developing, motivating and monitoring direct and indirect sales

organizations.

PROFESSIONAL EXPERIENCE

9/08 - 11/30/09 LEOTEK ELECTRONICS USA CORP., SANTA CLARA, CA

Director, Commercial Solid-State, Lighting Products - Reporting to the

President

. Re-introduce Leotek / LiteOn as a producer of SSL, lighting

devices.

. Introduce refrigeration, canopy down lights, low bay,

parking lot, & street lighting,

. Key customers: Petro Canada, Conoco, SCE, PG&E, & Lamar

Outdoor Adv.

3/07 - 9/08 BLISSLIGHTS, ESCONDIDO, CA

Vice President, Sales - Reporting to the President

Start-Up - Establish world-wide channel of distribution

. Launch unique 3 dimensional, holographic, laser/LED

projector.

. Key customers: Disney, Universal, Planet Hollywood, Sea

World, Wynn Hotel.

. Insufficient Start-up funding.

2006 - 2007 STACO SWITCH, COSTA MESA, CA

Vice President, Global Sales - Reporting to the President - 6

Direct Reports

Mission to integrate LEDs to improve the illumination of

existing core mil-spec switches products.

. Developed aircraft cabin lighting system to compliment

ruggedized keyboards and custom tactile Touch Screens, LED

flares, sportsman lights and forensic lights.

. Key customers: Delta Airlines, Mandalay Bay, Disney, L3,

Miltope, Smith, Embraer, Gulfstream, Boeing, Airbus, plus

various fire and police departments.

. Maguire Oil, the ownership, decided to postpone LED

lighting product development.

2004-2006 TIVOLI LIGHTING, SANTA ANA, CA

Vice President, Global Sales & Marketing - Reporting to the

President (Neo-Neon, China)

6 Direct Reports.

Assigned to develop LED products for signage and architectural

lighting applications.

. Developed and Implemented Marketing Plan & Sales Plan.

. Key customers: Ruby Tuesday, AMC Theatres, Regal

Entertainment, Marriott, Mandalay Bay, Disney, U-Haul,

McDonald's, Home Depot.

. Ownership changed focus from value added to low cost

products.

1999-2004 DURALED LIGHTING TECHNOLOGIES CORPORATION, IRVINE, CA

Vice President, Sales - Start-up - Reporting to the President.

Challenged with the development of energy saving lighting

devices.

. Introduced solid-state, low voltage LED lighting systems

for architectural applications. Exclusive N. American Rep.

for Hewlett Packard / Agilent / LumiLeds.

. Key customers: Home Depot, Doubletree, Marriott, Outback,

McDonald's, Ruby Tuesday, Arby's, Cendant, Best Western,

Hertz, Nissan, Mercedes Benz.

. Suppliers could not consistently deliver reliable products.

1991-1999 PLASTOLITE CORPORATION, LOS ANGELES, CA ( Electric Advertising

Company)

Vice President, Sales and Marketing- Reporting to the President.

- 5 Direct Reports

Developed LED lighting as an alternative for neon and

fluorescent light sources.

. Increased revenue from $5 million to +$25 million in 3

years.

. Key customers: Shell, Chevron, Conoco, Marriott, Hertz, BP,

Arco, Cendant, Mercedes, Home Depot, Enterprise car rental,

Jack-in-the Box, Wendy's, Discount Tire, Porsche, Lowes, U-

Haul.

. Left to begin DuraLed and focus on solid-state, low voltage

lighting.

1990-1991 STRAND LIGHTING, Long Beach, CA (Mfg. dimming/control, TV,

film, theater)

Domestic \ International Director, Sales \ Marketing. -

Reporting to President - 5 Direct Reports

Challenged to develop and monitor the specification sales

organization.

. Increased sales $3.5 million to $22 million

. Key customers: ABC, CBS, NBC, ESPN, FOX, KCOP, &Televisia.

. Strand was purchased by the Rank Organization U.K. /

complete restructure.

1987-1990 GOODALL RUBBER COMPANY, Trenton, NJ (Mfg. Ind. rubber &

protective clothing)

Western Regional VP/GM - Reporting to CEO/President - 11 Direct

Reports

Challenged to stop operating losses of nearly $5 million and

return to planned profitable growth.

? 9 Distribution Centers, 11 state western region - Turn

around assignment.

. Increased operating profit from a loss of $2.5 million to a

$4 million profit.

. Consolidated operations, targeted Food Processing, Chemical

Resistant Clothing and Oil Spill Solutions with custom

industrial rubber products.

. Key customers: Chevron, Arco, Shell, Texaco, Conoco,

Budweiser, Gallo, Hunt Foods, Coors, Kennecott, Intel, US

Navy, Daniels Construction, Million Air Aviation Services.

. Goodall was purchased by Trelleborg AB, Stockholm /

restructured.

Began my career with Black & Decker Manufacturing Company (Power tools

accessories)

Progressing through various sales / sales management & marketing positions

in various geographic regions, territory salesman, sales supervisor,

district manager, national accounts manager at headquarters, leading to

West Coast Sales Manager.

. Consistently in the top 5%.

EDUCATION Bachelor of Arts, Marketing\Management

California State University, Fullerton, California

PERSONAL DEVELOPMENT

Psychology of Selling, Brian Tracy, Los Angeles, CA

Overcoming Objections, Brian Tracy, Anaheim, CA

Karass' Art of Negotiating, Orlando, FL

Harvard extension course, Competitive Advantage, Los

Angeles, CA

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