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Sales Engineer

San Francisco, California, United States
December 28, 2015

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Anthony Santerelli

**** ***** ***** ● Lake in the Hills, IL 60156 ● 847-***-****217-***-**** (mobile)


Organizational Change

Strategic Marketing

Voice of Customer

Product Development

Asset/Channel Management

Product Management

Business Development

International Business and Marketing

Strategic Marketing and Product Management

Tasked by Director of Marketing to improve channel performance and increase annual revenue of imaging product line. Initiated comprehensive voice of customer study to understand customer values, monitored market fluctuations and customer spending habits against product life cycles and services offered which led to me implementing value based training for sales representatives, initiation of new sales compensation plan, addition of value added services, implementation of product improvements that targeted new opportunities. Observed initial increase revenue of 200% over the previous year and a continued 20% increase every year over the last four years.

Business Development

Observed opportunity to improve the company effectiveness when addressing value added resellers and proposed project to the management team of increasing brand awareness and organizational revenue through strategic partnerships. Led a cross functional team to improve organizational processes to address the additional requirements of VAR companies. Led team that managed relationships and development of opportunities which led to 12% increase in revenue within the first six months.

Asset/Channel Management

Assigned product line by Director of marketing to improve annual revenue and increase win ratio of key products. Analyzed direct sales channel and current positions to determine where largest impact could be made. Created VOS to illuminate deficiencies and generated training program to focus and educate channel, added targeted field support and held monthly conference calls to continue education of team and compile feedback of wins and losses. Witnessed a 30% increase in annual revenue of key products and win rate by 50% within seven months of completion of training program.

Process Improvement

Assigned project by Vice President of Marketing to reduce costs and improve manufacturing processes of the imaging systems product line. Implemented a kanban inventory management system, streamlined manufacturing, and rewrote SOPs line which resulted in a 30% reduction in production time, 12% reduction in production costs, and 18% increase in quality within a four month period.

Global Business and Marketing

Tasked by company president to improve awareness within foreign markets of products and services being offered and increase sales penetration into targeted markets. Improved annual revenue by 10% and reduced delivery time by 30% within two years by altering corporate foreign market entry strategy from a skim strategy to a more global regionalization/penetration strategy of the foreign business operations by establishing strategic partnerships and dealers.


Media Cybernetics Rockville, MD

Director of Global Product Marketing 2015 to Present

Responsible for overseeing, directing, and contributing to the operations of product life cycle management, marketing, communications, and applications development. Responsible for the attainment of global market share growth, product-line profitability, and overall achievement of company financial goals. Coordinated at strategic and tactical levels with the other functions of the organization and oversees and contributes to the development and implementation of product support materials and services for the areas of marketing, communications and applications..

Communicate the value proposition of the products to the sales team and develop the sales tools that support the selling process of products with the goal of enabling sales to consistently achieve short-term and long-term revenue forecasts.

Direct product line development and maintenance using agile development methods such as SCRUM. Build products from existing ideas, and help to develop new ideas based on industry experience and contact with customers and prospects

Plan the launch of new products and releases and manage the cross-functional implementation of the plan.

Establish pricing strategies and develop marketing tools for successful product introductions

Oversee market research, monitor competitive activity, and identify customer needs.

Monitor the development of business plans, assess market penetration, and product positioning to drive competitive advantage, revenue and market share.

Develop the strategy and manage the marketing programs that drive demand for products that ensure the attainment of financial and operational goals for the business.

Leica Microsystems Bannockburn, Illinois

Advance Products and Business Development Manager 2008 to 2015

Managed all facets of advanced fluorescence and third party products for North American microscopy market. Directed all relations with third party vendors for bioscience and industrial products as well marketing efforts for business development within the industry.

Voice of Customer Master Black Belt

Organized and conducted advanced fluorescence product meetings with Life Science Research business unit to develop new product marketing programs focused on stronger product positioning, increased product promotions, and new and emerging markets.

Analyzed third party vendor relationships and fostered strong partnerships with key dealers.

Renovated internal systems of third party data, reducing active part numbers by 96%.

Decreased occurrences of incorrect and delayed shipments 10% by diligently leading projects to renovate and optimize operations.

Oversaw product line planning for and presenting at trade shows, professionally and energetically representing the company and its products to existing and potential customers.

Revitalized monthly sales calls to discuss Life Science Products with North American Sales and Service Teams by altering program structures, enhancing content, and streamlining scheduling.

Buehler LTD. Lake Bluff, Illinois

Global Optical Product Manager 2007 to 2008

Orchestrated all aspects of Buehler’s optical products worldwide. Led all facets of product marketing, including product placement, messaging, focus groups, product development, and customer relations.

Increased annual sales 50% by instituting sales-oriented training programs and enhancing the company’s messages to better define product values in the marketplace.

Decreased product line operating expenses $130,000 annually by analyzing current production work procedures and outsourcing low volume items to third party vendors.

Fryer Company, Inc. Huntley, Illinois

Product and Applications Manager 2005 to 2007

Positioned as the primary contact for both internal and external technical and product support for biological, industrial, and imaging optical instrumentation and applications.

Increased customer satisfaction 32% by implementing comprehensive customer service and technical support programs.

Developed technical solutions based on analysis of customer applications to engineer new and improve existing products.

Decreased development time 25% by instituting project management protocols for all product lines.

ISS, Inc. Champaign, Illinois

Customer Support Manager/Applications Engineer 2001 to 2005

Field Support Engineer 1999 to 2001

Customer Support Manager: Led all facets of the support, service, and marketing departments, including customer applications, repairs, information requests, and sales. Rewrote Standard Operating Procedures and Work Instructions to meet FDA policies.

Increased annual departmental revenue 30% and department productivity 40%.

Applications Engineer: Oversaw and managed Research and Development of long-term projects. Analyzed product performance and determined the need for revisions and changes in previously released products and the development of new product accessories and lines.

Decreased development time 45% and expanded product line 20%.


Field Support Engineer: Addressed customer issues through personal correspondence. Calibrated and repaired instrumentation during on-site visits. Wrote and proctored technical training courses.

Clients’ most requested Field Engineer.

100% customer approval rating for services performed.

Education (see below) 1992 to 2010

United States Navy Norfolk, Virginia

Data Systems Technician 1989 to 1991

Repaired and maintained system mainframe and peripheral devices.

Member of United States Navy Combat Systems Technical School Command Drill Team.

Earned Combat Systems Technical School Command Letter of Commendation for efforts above and beyond the call of duty.


Lake Forest Graduate School of Management MBA in Global Business and Marketing

Eastern Illinois University Bachelor of Science in Biochemistry

Charleston, Illinois

Pragmatic Marketing Pragmatic Marketing Certified

Des Plaines, Illinois


Lake Forest Graduate School of Management Toastmasters

Lake Forest, Illinois

Center for Creative Leadership

San Diego, California

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