Sales Customer Service

WILLIAM J. SUNDHEIMER

** ********, ****** ******, ** 92677 . Cell: 949-***-**** . Home:

949-***-**** . email: **************@***.***

SENIOR EXECUTIVE MANAGEMENT

Seasoned business leader with extensive experience in all aspects of

corporate operations, P&L, marketing and sales, new product innovation,

development, and launch, M&A, and IP portfolio management. Strong emphasis

on sales, marketing and customer service coordination. Highlighted career

achievements include:

. Company turnaround - from flat sales, negative cash flow, and losses

to profitable 19.8% sales growth and positive cash flow within first

full year and continuing double digit growth average thereafter.

. Successfully planned and executed major global launches of highly

profitable capital equipment, software, and consumable product

innovations - digital tooth shade determination, local area network

based and wireless patient monitoring systems, advanced cardiac risk

assessment capabilities, batch Ambulatory (Holter) ECG analysis with

unique "triage" capability.

. Repeatedly attracted top talent and built effective, cohesive

multidisciplinary teams.

. Key litigation team member securing an eight figure unfair competition

damages settlement.

. Extensive involvement in M&A activities and IP license negotiations

that resulted in sustainable strategic advantages and dominant market

share of key products, outselling the nearest competitor by 3:1.

. Identified and implemented cost reduction and optimization initiatives

throughout the company that dramatically improved operating efficiency

and resulted in 12.6% reduction in annual operating costs.

. Led successful company-wide efforts to achieve and maintain rigorous

ISO 9000 and 13485 Quality Standards certifications.

. Managed business operations in compliance with FDA and international

medical device regulatory requirements.

CORE COMPETENCIES

. Strategic Vision / Planning

. Business Development

. Market Analysis

. Leadership / Motivation

. Budgets / Forecasting

. Problem Solving

. Complex Negotiations

. Brand Development

. Team Building

PROFESSIONAL EXPERIENCE

Vident, Brea, CA 1997 - April, 2010

President & Chief Operating Officer 2005 - 2010

Vice President & General Manager 2003 - 2005

Vice President, Sales & Marketing 1997 - 2003

Responsible for P&L and day-to-day company operations of a privately-

held, market leading developer / importer / distributor of medical

devices and materials for dentistry, including sales, marketing,

customer service, technical support, production / distribution,

product development, finance, and human resources.

. Created and implemented sales and marketing strategies during

first year at Vident that reversed prior three years of flat

sales, negative cash flow, and losses and produced profitable

double digit revenue growth over remaining tenure - double the

intrinsic market growth rate.

. Established relationships and negotiated distribution agreements

with leading dental dealers that drove significant new sales to

dentists with two such dealers who became the company's largest

customers.

. Worked closely with CEO to negotiate and successfully integrate

two major acquisitions and performed opportunity assessments for

several others.

. Negotiated in and out licenses for key technology that enhanced

the company's competitiveness and established new cross-selling

opportunities.

. Led company-wide efforts to identify and realize cost reduction

opportunities through resource reallocation and streamlining of

processes.

. Led corporate and department level planning and implementation

of properly documented policies, procedures, and work

instructions to achieve and maintain ISO 9000 and 13485 Quality

Standards certifications.

Medical Data Electronics, Arleta, CA 1994 -

1997

Director, Marketing & Business Development

Led global product management, marketing communications, clinical

applications, sales training, order entry, and sales support staff for

this privately held manufacturer of technologically innovative compact

physiological monitors and advanced wireless communication for

hospital transport, Emergency Department, and surgical monitoring

applications.

. Developed comprehensive new hire and continuing sales education

training programs, sales tools, and communication on product and

competitive strategy information to support significant sales

force expansion and dramatic sales growth that followed.

. Established in-house marketing communications department that

increased responsiveness in creation of new campaigns and sales

tools and allowed outside agency support costs to be diverted to

more frequent media placements.

. Created and implemented a system for demonstration / loaner

equipment tracking and accountability that substantially reduced

lost and damaged assets.

. Transition team member for MDE's sale to Thermo Electron

Corporation.

Del Mar Avionics, Irvine, CA 1988 - 1994

Director, National Sales, Medical Products 1991 -

1994

Director, Marketing, Medical Products 1988 -

1991

Responsible for global marketing and, subsequently, domestic sales of

medical diagnostic products for this privately held pioneering

developer and market leader in non-invasive ambulatory cardiac

monitoring and diagnostic testing technology.

. Directed marketing staff of 18 and sales staff of 25.

. Established data base of over 5000 accounts and integrated

telemarketing to augment field sales coverage - increased sales

productivity 23% while reducing expenses 14%.

. Negotiated the largest order in company history for a multi-site

Holter Analysis Network and oversaw successful development and

implementation.

. Established relationships and negotiated national account and

preferred partner agreements with Humana, Amerinet, and other

national hospital chains and buying groups.

Previously, held progressively responsible sales and marketing positions

for leading manufacturers of patient monitoring, diagnostic imaging, and

cardiac/pulmonary diagnostic systems and consumables.

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EDUCATION

MBA - Marketing Emphasis, University of Wisconsin

BS, Cum Laude - Electrical Engineering, Michigan State University

Management Action Program (MAP) - Newport Beach, CA

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