Sales Marketing

HECTOR E. ORJUELA

Miami, Florida 1-954-***-****

www.linkedin.com/in/hectororjuela ******.*******@****.***

INTERNATIONAL STRATEGIC SALES AND MARKETING EXECUTIVE

Translating sales and marketing leadership into breakthrough results

SUMMARY

Accomplished, solutions focused executive with vast experience identifying business opportunities, increasing

revenues and market share for high growth organizations. Proven ability to accurately assess clients’ needs by

combining analytical, & negotiation skills, market knowledge, familiarity with diverse cultures and preferences to

identify needs and recommend viable solutions. Skilled at managing & developing sales teams, distributor

network, and turn-around comprehensive sales and marketing plans, consistently achieving or exceeding strategic

and financial objectives. English / Spanish: Native or Bilingual proficiency, Portuguese: Professional working

proficiency. Other competencies include:

Sales Expansion and Execution Portfolio Management

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Distributor Network Development P&L Management / Budgets

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Brand, Product Development & Launching Team building / KOL development

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Results Driven, Prioritization Acquisition Integration

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PROFESSIONAL EXPERIENCE

COVIDIEN – Miami, FL 1999 – 2014

(Formerly Tyco Healthcare)

A Fortune 500 global healthcare company and leader dedicated to innovation with three business segments:

Medical Devices, Pharmaceuticals and Medical Supplies.

Director, Sales & Marketing Latin America (2008 – 2014)

Led Sales & Marketing strategies for the Vascular Therapies and Medical Supplies business throughout Latin

America, 24 classes of trade, 33K+ SKU’s. (Chronic Venous Insufficiency, Compression Devices, Dialysis,

Thrombectomy, Wound Care, Enteral Feeding, Cardiothoracic, Blood collection, electrodes, Neonatal, N&S,

Sharp Containers, among others), KOL, and Advisory boards development, USD$100+ MM sales. Directed the

LATAM sales & marketing teams, distributor network, Including Miami based managers (6), and Country

Business unit managers (8), based in Brazil, Mexico, Colombia, Argentina, Chile, Puerto Rico, Panama, and Peru.

Overall LATAM Sales and Marketing team 120 professionals, and distributors network in 22 countries. Reported

to the President, Latin America division.

• Sales Performance – Consistently surpassed financial goals, and grew the Vascular Therapies business at

30% C.A.G.R 8 year in a row, developing direct, and distributor sales force, focusing on Chronic Venous

insufficiency, Dialysis, DVT prophylaxis in orthopedics, surgical specialties, advisory boards, & KOL

development. Also grew the Medical supplies business, and 15% C.A.G.R,11% growth over market, by

implementing a sales strategy focused on differentiated products and high margin products, while

maintaining high revenue product sales.

• Strategic Planning – Positioned company for future growth by developing a short, mid, and long term

plan based on competitive intelligence, market research, customer solution offering, and value added.

• Process Improvement – Partnered with company’s functional areas to improve & accelerate sales

process: Supply Chain: Inventory management, product availability. Regulatory affairs: Reduce time for

product registration. Finance – Royalty free program development for hospitals, and physicians.

Business Unit Manager Latin America (2004 – 2008)

Developed and implemented sales & marketing plans that drove sustainable sales growth for the Patient Care, and

Safety Products. 20 different Classes of Trade (Compression Devices, Dialysis, Wound Care, Enteral Feeding,

Blood Collection, Cardiothoracic, Electrodes, Neonatal, N&S, among others) 30+ SKU’s. Defined and supported

innovative sales programs for government hospitals, and private sector customers. Developed pricing positioning

and messaging, steered product launches, and created sales tools for sales force and distributors. Managed annual

USD$80M budget and directed 8 Business Unit country managers, and distributor network in 22 countries.

HECTOR E. ORJUELA Page Two

Managed direct sales force and distributor network for 22 Latin America countries, visited them regularly.

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Supported country-specific marketing strategies that increased sales, expanded distribution and fostered

clients’ brand loyalty.

Introduced new product lines to distributors throughout Latin America including México, Ecuador,

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Colombia, Chile, Argentina, Brazil, Uruguay, Venezuela and Puerto Rico.

Partnered with company’s functional areas to accelerate registration process in regulated countries, and

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met regulations within or ahead of time-frame.

Established new distributors in 7 countries, where there was no previous representation.

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Negotiated distribution contracts with distributors setting minimum sales and target sales.

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Implemented and managed regulatory documents necessary for registration of new products in Argentina,

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Mexico, Guatemala, Ecuador and Brazil.

Trained direct sales force, distributor network, and supported physicians and nurses throughout Latin

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America on products, instruments and devices.

Marketing Manager Latin America / Tyco Healthcare (2002 – 2004)

Developed and implemented strategic marketing plan for the Surgical and Medical Business Units, including

Hernia TEP&TAP developing program, Compression devices for DVT prevention, Wound Care products, Enteral

Feeding product portfolio, Blood Collection, Electrodes, Cardiothoracic, among others. From focus products,

advertising, sampling, consumer campaigns, trade show exhibits, market research, pricing, new product launches

to marketing communications.

• Sales Performance – Surpassed sales goal by 30% by implementing a sales strategy designed to achieve

market leadership through a focus on high-potential targets.

• Strategic Planning – Positioned Company for future growth by developing a long-range plan based on

competitive intelligence, market research, and likely customers.

• Government Vertical – increased Company’s participation in government tenders from 50% to 75% by

aggressively pursuing procurement opportunities.

• Process Improvement – Partnered with company’s medical and regulatory departments to develop a

program that accelerated the Health Ministry’s registration process from 1 year to 6 months.

Product Marketing Manager – Latin America / Tyco Healthcare (1999 – 2001)

Defined strategic marketing plan and brand strategy for the Surgical & Medical Business unit, (Hernia TEP/TAP

Development program, Vascular Therapy, Enteral Feeding, Wound Care, Electrodes, among others). 18 Classes

of Trade and more than 25K SKU's.

DEXIDE INC – Fort Worth, TX 1996 – 1999

International Medical device manufacturer of instruments for Laparoscopic surgery. Distributor network

management, KOL development.

Sales Manager Latin America

VTM MEDICAL MARKETING – Barcelona, Spain / Denver, CO 1993 – 1996

Represented 2 US and 2 European manufacturers of surgical devices for laparoscopic surgery, such as

Endoscopic cameras, trocars, clip appliers, grasp gaspers, electrosurgery.

EDUCATION

Marketing

Stanford University, Palo Alto, CA

Bachelor in Economics (BS)

La Salle University, Bogotá, Colombia

Six Sigma Green Belt Certified

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