Business Development Fort Lauderdale

Mark Cerezin

310-***-**** • ********@*****.*** • LinkedIn • Fort Lauderdale, FL 33301

Profile

Forward-thinking Medical Sales + Management Director with diversified experience marketing Medical Devices, Capital Equipment & Supplies to hospitals, physicians, and related healthcare organizations. Unique ability to identify and capture unseen opportunities, develop breakthrough marketing strategies, and drive complex contract structures with IDNs, IHNs, GPOs, Treatment Centers, Academic Institutions, and Multi-Hospital Systems. Highly engaged with robust intellectual agility, coupled with strong competitive and entrepreneurial instincts, and a tireless work ethic. Other strengths encompass:

Business Development/Territory Expansion Marketing Strategy/Market Access Team Leadership/Coach

Customer Relationship Management (CRM) Contract Negotiations/Strategies Market Share Growth

FDA Guidelines/Approval Process Product Development/Launch KOL Stakeholder Engagement

Go-To-Market Models/Playbooks Channel/Distributor Management Strategic Partnerships

An authentic leader and talent development expert able to successfully recruit high performing team members, build team structure, and inspire them to produce optimum results in pursuit of organizational goals. Build lasting client relationships through a consultative sales approach able to navigate large organizations to maintain, influence, and expand relationships at all levels. Consistently succeed in developing comprehensive strategies to position products, pricing, and marketing to achieve targeted sales growth, while maintaining corporate and brand integrity.

Professional Experience

MXR Imaging Fort Lauderdale, FL 04/2023 - 01/2024

National Business Development Manager

Recruited to turnaround underperforming regions and promote X-Ray units, MRI machines, Ultrasound & CT/PET, and Service Contracts to Hospital Systems, IDN’s, Imaging Centers and Clinics throughout the United States. Areas of responsibility encompass sales, marketing, strategic leadership/execution, account management, market penetration, RFPs/contract negotiations, and delivery of high quality, value-added programs utilizing a highly scientific approach. Hired, trained, and mentored a team of 50 National Account Executives.

National Leadership

Targeted and secured profitable new business in line with marketing strategy by effectively targeting prospective accounts, creating GTM playbooks, building relationships, and presenting compelling value propositions for products.

Identified and on-boarded new products/services (GE Siemens, Konica Minolta; Fuji Film). Kept clients informed of existing product developments and served as a continual resource to C-Suite’s, Directors of Supply Chain, and Directors of Radiology.

Developed comprehensive market analysis, employing a multifaceted approach to evaluate current, future market dynamics and strategic growth opportunities to increase revenue.

Mentored and trained representatives on consultative and cross selling techniques, technical selling skills, territory management, and implementing changes to call plan targeting to achieve capital quota.

Select Accomplishments

Reconstructed E-Commerce site, redesigned marketing material, email marketing campaigns, and led tradeshows resulting in an immediate 22% increase in sales.

Achieved regional quota 3 quarters in a row with a 37% profit margin.

Led GPO contract evaluations, RFP proposals, and negotiations to win new accounts including Advent Health, Cedars-Sinai, and Baylor Scott & White Health.

Successfully grew individual sales from 8-12% in the first month and up to 25% in the first Quarter through roll out of advanced sales training.

Provided strategic leadership during mergers, acquisitions, and integration of 5 companies including auditing multiple complex P/L statements, evaluating their inaccuracies and inefficiencies to decrease spend, increase ROI, and unify divisions.

Successfully re-categorized 5 antiquated ERP systems of 40,000 items to create efficiencies and led to immediate 12% increase in sales.

Claremont Property Co. Fort Lauderdale, FL 04/2022 - 04/2023

Business Development Director

Hired to open the Florida office and lead regional marketing efforts negotiating and closing high value contracts and pre-loss agreements to grow Claremont’s Priority Response Program and remediation services for projects over $5M.

Successfully established a Texas company brand to be trusted in a new state, in an industry of specific non-performance after hurricanes.

Quickly built market share through visiting hundreds of high value properties, board presentations and gaining local confidence from joining eight Chambers of Commerce, attending charity events, and trade shows throughout Florida. (Cont. P2)

Résumé of Mark Cerezin 310-***-**** ********@*****.*** Page Two

Professional Experience - (continued)

Claremont Property Co. - (continued)

Developed relationships with owners, management companies, insurance industry people, COA management companies, asset managers, public adjusters and others related to the decision makers regarding the remediation and restoration of multifamily, condominium buildings, commercial buildings, hospitality buildings and/or municipal buildings following an insurance loss.

Made and immediate impact through execution of an aggressive email and digital ad campaigns.

Successfully built a new territory from scratch, driving sales of more than $28M, Year 1.

Apex USA Brea, CA 05/2020 - 03/2022

National Sales Director

Hired to create and lead US distribution strategy for this Medical Device Manufacturer/Distributor inclusive of four product lines of C-PAP masks/machines, low air-loss mattresses, and autoclaves (sterilization unit). Recruited, trained, and managed a 12-person team encompassing Sales, Warehousing, and Administration.

Sales & Marketing

Built business infrastructure to support a new wholesale and direct-to-retail US distribution strategy that increased the company’s profit margin 3-fold.

Implemented a completely new marketing strategy, transitioning from manufacturing for competitors to selling under our own brand name. Introduced new products and created an Amazon distribution channel.

Launched national ad campaigns, added new products, set pricing for product launch, and redesigned packaging in compliance with FDA approval process.

Effectively collaborated with procurement and legal departments to align service agreements and achieve team-wide revenue goals.

Retained all business development staff despite shut down of all US distribution activity during Covid-19 Pandemic by building a revolutionary virtual showroom to enable remote sales and was featured in the first live product demo for Home Care Magazine.

Drove market share from 2% to 14% and overall sales to $10M.

Healcerion, USA Roseville, CA 05/2018 - 04/2020

National Director of Marketing and Sales

Responsible for all marketing, business development and staff training for US market entry of first-in-class portable wireless Ultrasound Probe for this South Korean medical device manufacturer startup with $8M in revenue. Hired, managed, supported, and motivated a team of 15 business developers.

Sales & Marketing

Managed national advertising campaigns to create educational awareness on new applications of Ultrasound in MSK.

Grew US market distribution revenue from 0% to 10% of global sales.

Invited to present at Medical Schools, the US Army, LA Rams, to renowned Orthopedic Surgeons, Sports Chiropractor, Vet Equestrian market and speak at various conventions.

Effectively analyzed sales data to identify market trends, competitive growth and key opportunities.

Team Leadership

Mentored and coached representatives to ensure teams hit call plan, delivered high level of sales performance, and to drive high compliance and pull-through of products.

Actively supported and trained staff to maintain and build knowledge and skills to meet the needs of customers and the business.

Received Award from staff as "Best Manager to Work With".

United Medical Imaging Beverly Hills, CA 04/2015 - 04/2018

Marketing and Sales Director

Responsible for marketing, business development and client relations with all allied medical practitioners for 5 imaging centers in Southern California territory with annual revenue exceeding $50M. Led a team of 8 calling on top providers at Cedars-Sinai Medical Center, UCLA Medical Center, Kerlan-Jobe Institute, Saint John’s-Saint Joseph’s Hospital, and Keiser Permanente.

Prepared and delivered corporate proposals and branding/positioning presentations to Hospital customers, prescribers, and decision-makers to differentiate UMI from all competitors. Led all account contracting and negotiations.

Tripled amount of scanning services sold within first three months (1.5 / 3.0 MRI's, 64 slice CAT Scan, 3D Hologic Breast Imaging, Digital X-Rays and Ultrasound).

Optimized image quality as critical customer satisfaction factor by synergizing relationships between requesting physicians and radiologists delivering reports. (P3)

Résumé of Mark Cerezin 310-***-**** ********@*****.*** Page Three

Professional Experience - (continued)

United Medical Imaging - (continued)

Served as the Chair of Century City Health and Wellness Committee to plan, organize, and market a first-of-its-kind health fair promoting the center to all the major community providers resulting in $125k in referred services over 2 years.

Awarded Century City, CA Chamber Champion, FY17 & FY18.

Colliers Commercial Real Estate Los Angeles, CA 05/2010 - 02/2012

Commercial Sales Representative

Sold and leased commercial buildings and land in Greater Los Angeles and Las Vegas. Achieved $15M in sales in a soft market and 60,000 square feet leased.

Titan Imaging Beverly Hills, CA 02/2005 - 04/2010

Marketing & Business Director

Drove $4.5M annual revenue through general management of greater Los Angeles territory for medical imaging company.

Built a fully functional imaging center from bare shell, including 1.5T MRI, 32-slice CAT scan, and digital X-Ray machine.

Trained and directed B2B salesforce (4), averaging 37% growth per quarter. Captured new business in a market that had not been challenged due to monopoly and prior decades of non-compliant Sunshine Law Business Practices.

Education + Certifications + License

Bachelor of Science Degree in Marketing, State University of New York Plattsburgh

Medical Certifications: MRI Tech, X-Ray Tech, Ped-Orthic National Academy of Sports Medicine, Phlebotomy

Master Certification - Neuro-Linguistic Programming (NLP)

U.S. Coast Guard Masters License - 100 tons (in-progress)

Computer Skills

Microsoft Office (Word, Excel, PowerPoint, and Outlook), Salesforce

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