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Sales Management

Osseo, Minnesota, 55311, United States
May 29, 2010

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J ohn Luna 425-***-**** ?


COO / President / Vice President

Effective, decisive, and accountable leadership career as a Senior Executive with 18+

years success in sales and marketing with start-ups, turn-around and high-growth

companies. An executive leader who solves a wide range of business obstacles,

challenges and seizes growth opportunities through decisive, innovative action with a

talent for interpreting corporate vision and strategy, providing decisive leadership to

multi-functional teams, restructuring, sales leadership, business and product

development and general operations management. Proven track record in cultivating and

maintaining key relationships with executives, strategic partners, and staff. Core

qualifications include:

? P&L Management ? Corporate Leadership & Operations ?

Sales Force Management

? Performance Improvement ? Mergers, Acquisitions & Divestitures

? Newly Formed Markets

? Start-Up, Turn-Around & High Growth ? Investor, Analyst & Board Relations

? Strategy & Execution




Results-oriented leader with a track record of identifying methods to increase revenue

and improve profitability

Restructured company strategy for transition team while maintaining $60+ million budget

goals in 2009-10

Launched start-up, disruptive, medical device successfully in U.S. from 2006-2009

Added $10+ million to the bottom line in 2005 through adding two of the largest U.S.

distribution channels

Developed and implemented new sales strategies, driving company sales to 10 year

profitability record

Successful company relocation and restructuring in 2003, increasing sales of high end

products by over 80%

Corporate leadership with effective executive and sales management consistently

exceeding expectations

Responsible for over $75+ Million in company revenue

Established leader consistently promoted to high profile positions to attain financial

growth due to success record

Doubled sales, adding $10 million incremental sales growth, through management of 350

distributors in 4 states

Restructured sales models to achieve maximum coverage and sales for start-up, private

and public companies

Respect and leverage of human capital

Motivate, mentor and lead talented professionals

Live the culture and lead by example

Direct cross-functional teams using interactive and motivational leadership that drives

people to willingly give 110% effort and loyalty




Unitron Hearing, Plymouth, MN 8/2009 TO

4/2010 Class 1 medical prosthetic device company ? Hearing Aid manufacturer and sales


Vice President of Sales

Recruited and relocated by Former President as a short-term, transition team leader in

sales - stabilizing sales team during executive leadership restructuring. New

President took over 2010-2011 budget in April 2010.

Full P&L responsibility for $75+ million budget

Responsible for all Sales, Customer Care, Inside Sales, Outside Sales, and Government


Maintained $60+ Million sales goal in 2009-10 by focusing on high-end products,

creating new sales strategy and stressing incremental selling skills, restructuring

and training sales group, and creating a "sense of urgency"

Leadership team member for forward moving vision and strategy

Overcame significant problems (culture, staffing, management accountability,

dysfunctional staff relationships)

InSound Medical, Newark, CA

8/2006 TO 5/2009

Class 1 medical prosthetic device start-up

Executive Consultant

Contracted by Executive Team for translating objectives into actionable plans for

disruptive product launch. Brought onboard for expertise in determining the value

proposition and "go to" market plan.

Business strategy, sales, sales team hiring and training, marketing and general channel


Built new venture from a pre-launch start-up to over $5 Million in sales revenue

working with multi-functional teams

Start-up, privately funded through VC investors



18153 70TH Place North ? Maple Grove, MN 55311




Sound Id, Palo Alto, CA 2/2006 TO


Bluetooth headset start-up with proprietary sound processing and design

Interim Leader of North America

Recruited as short term, interim leader, consulting assignment, with start-up to help

launch the product in the U.S.

Executive business consulting including business strategy, sales, marketing and channel


Investor and Board consulting including business strategy assessment, sales and general


Launched new technology, Bluetooth headset device

Start-up, privately funded through VC investors

Bernafon, Llc., Somerset, NJ 1/2003 TO 2/2006

Class 1 medical prosthetic device company ? Hearing Aid manufacturer and sales


President & COO

Recruited by Board of Directors to execute the relocation, restructuring, and

turn-around due to a 10-year business decline. Managed business plan, marketing

strategy, company image, branding, collateral material, etc.

Full P&L responsibility, sales force management, strategic planning and marketing

Grew sales to profitability, within 3 years, by $10 million to company record levels,

to $20+ million, by re-branding, focusing on high-end products and stressing

incremental selling skills, restructuring sales group, and creating a "sense of

urgency" within the Company

Oversaw manufacturing and operations for ISO compliance and quality standards

Managed all aspects of company, employee, and distribution in the U.S. for European

owned public company

Developed new marketing programs, managed buying group and contracted distribution


Board of Directors Member

International Marketing Board Member with frequent travel to Europe

Symphonix Devices, Inc., San Jose, CA 1/2002 TO 12/2002

Class 3 medical prosthetic device start-up company, FDA approved

National Sales Director

Placement and recommendation for position by Board of Directors for turn-around of

post-IPO failing start-up.

P&L management, sales force management, strategic planning and marketing

Conducted comprehensive business analysis to replace and retrain sales team for new

distribution channel

Member of divestiture team in effort to present and sell company to prospective

investors and competitors

Company divestiture in December 2002 to Med El, an Austrian medical device company

Sonic Innovations, Salt Lake City, UT 1999 TO


Pre-IPO to IPO, Class 1 medical prosthetic device company ? Hearing Aid manufacturer

and sales distribution

US Professional Division Sales Manager

Recruited by Executive Team for expertise in building sales team and sales distribution

channel for IPO

Led staff of regional sales managers covering western half of the US and Canada pre-IPO

and post-IPO

Grew sales, in 2 years, from pre-IPO $15 million to post-IPO $25 million

Focused team on high-end products, stressed basic selling skills, and created a "sense

of urgency" within team



EARLY CAREER (1992-1999)

These early career experiences provided a solid foundation in leadership, sales, and

sales management.

ReSound Corporation, Redwood City, CA 1995 TO


National Sales Director, 1999

Western US Division Sales Manager, 1998-1999

Pacific Coast Manager, 1995-1998

Awarded Salesperson of the Year in 1996 due to attaining company's highest sales

increase of $12.5 million

Phonak, Inc., Naperville, IL 1993 TO 1995

Regional Sales Director




BA, University of California at Santa Barbara, 1992

18153 70TH Place North ? Maple Grove, MN 55311

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