VP Director Sales in Irvine CA Resume Roy Mader

Roy Mader
Rancho Santa Margarita, California 92688

Telephone: 949.690.2155 Email: roymader@cox.net
www.linkedin.com/in/roymader
Director of B2B Sales, Marketing & Sales Force Development

MBA (Candidate), BS (Electronic Engineering), Director of B2B Sales/Marketing & Sales Force
Development Specialist, with more than 15 years of revenue generation experience in identifying
strategic sales avenues, driving P&L improvements and exceeding company/client expectations at U.S.
Rigging Supply, 4 Star Electronics, Philips Lighting, Stanley Electric Sales of America, and DensePac Microsystems.
Experience and successes includes, serving as Director of Sales and Marketing at U.S Rigging Supply and
4 Star Electronics, Sr. Channel Development Manager at Philips Lighting, Western Regional Sales
Manager and Strategic Account Manager for Stanley Electric Sales of America in Irvine, California,
charged by the President with acquiring a strategic Intel account that grew in 1 year to more than $4
million in annual sales, culminating in achieving preferred supplier status from Intel Corporation.
Areas of Expertise
New Product Development/Service Rollouts
Strategic Account Development
Marketing Concepts and Creative Services
Leadership/Sales Force Development
Start-Up/Turnaround Situations
International Sales/Business Operations
Customer Relationship Management (CRM)
Budget Planning and Strategy
Career Highlights
Initiated and collaborated in the development of a new LED components for Cisco Systems which proved
instrumental in accomplishing the following 3 items: 1) Eliminated need for an additional component; 2)
Increased sales by more than 200% for Stanley Electric Sales of America; and 3) Reduced Cisco Systems
LED component costs by 30%.
Tripled the product offering from Philips Lighting to the U.S. consumer by providing market trends and
competitive information to corporate headquarters located in Belgium. As a result of market information,
product offering expanded from 15 SKU's to more than 50, covering more than 95% of consumer needs
with market shares increasing from 20% to more than 60% and sales growth in 4 years from $9 million
to $50 million annually.
Obtained the highest profit margin for the Philips specialty lighting product line by selling on-brand
recognition, quality, and service/support. Maintained the highest ASP exceeding forecast (10%) annually
with Philips Way of Working (WOW) becoming the model for other groups within the company.
Mentored a 30 member cross functional team to overcome rejection and instilled in all team members to
keep preserving when the going got tough. This resulted in an upbeat positive sales atmosphere at Philips
and Dense-Pac Microsystems and reduced employee turnover by 30% to 40%.
Benefit Statement
A convincing communicator with a demonstrated 15+ year track record of accomplishments in strategic
account development, new product rollouts, and competitive product positioning that consistently reduced
operational cost while increasing bottom-line profitability.
Key Areas of Competency

Go-To-Market Strategies
Achieving P&L Improvements
Forecasting / Business Planning
Managing all Phases of a Sales Cycle
Serving as Trainer, Coach, Mentor, Facilitator
and Advisor
Revenue Generation
Multiple Project / Program Management
Negotiating Solutions & Closing Deals
Forming & Leveraging Strategic Alliances
Developing, Maintaining, and Building a Sales
Funnel
Professional Experience & Accomplishments
U.S. Rigging Supply/ Pelican Rope

Works, Santa Ana, California
2014 to 2015
(A leading manufacturer of specialty rope assemblies / Master Distributor of rigging and lifting product)
Director of Sales and Marketing Developed and implemented sales and marketing plans resulting
in a concise and clear direction of company objectives. Hired, coached, trained, mentored and supervised
personnel. Managed all potential sales opportunities including distribution strategies, reseller agreements
and product segmentation. Developed advertising plans resulting in increased company exposure to the
market. Implemented a weekly pipeline program to monitor and analyze bookings, sales, opportunities
and close deals resulting in accountability for the sales team. Created and implemented a commission
plan.
Star
Electronics, San Clemente,
2013
California
(A leading distributor of obsolete electronic components)
Director of Sales Responsible for managing all aspects of a 14-member sales team including
establishing a new commission payout for each individual to meet a targeted goal.
Developed and implemented strategic initiatives, sales and distribution plans, marketing and brand
management. Implemented a new CRM database and sales metrics. Reorganized all aspects of the sales
department, including implementing a weekly sales meeting and initiating a monthly sales incentive
program designed to promoted healthy competition among sales team members to achieve desired sales
goals.
Philips Lighting, Baldwin Park, California
2009 to 2013
(A world leader in lighting, healthcare and lifestyle. Philips integrates technologies and design into peoplecentric solutions based on fundamental insights)
Senior Channel Development Manager-NAM/LATAM Scope of duties consists of full

operational, strategic planning and P&L responsibility for sales, marketing and operations in North and
Latin America. Additionally, interfaced with corporate office and manufacturing plants in China, Japan
and Belgium.
Entrusted by Philips senior management with restructuring the sales channel for the specialty product
line, consisting of 1 master distributor and 20 national distributors for the North American and Latin
American markets. Consequently, increased customer base by more than 100% by hiring key distributors
with a strong e-commerce presence on Google's search engine that surprised our major competitor and
enabled Philips to increase brand recognition in the market.
2008 to 2009
AZ Displays, Aliso Viejo, California

(A leading manufacturer and designer of quality LCD/TFT and LED products)
General Manager Responsible for all operational activities for the LCD division including
engineering, sales, product development, marketing, manufacturing and customer service. Charged with
restructuring all aspects of the organization to enhance proficiency that included downsizing and
revamping the organizational structure.
Downsized personnel at AZ Displays from 18 to 12 people by combining responsibilities, which proved
instrumental in optimizing revenue, and profits while simultaneously reducing company downtime and
providing highly productive and proactive employees.
WEEZRS
International,
2001 to 2008
Corona,
California
(A provider of a variety of products, including t-shirts, jackets, hats, cell phone and backpack charms)
Director of Sales and Marketing Primary duties focused on creating successful cross departmental
communication with engineering, quality, and maintenance to improve quality and streamline process
efficiencies.
Founded based on in-depth market research for key demographics and product introduction. Grew the
company from zero to $10 million in sales in 5 years, and was instrumental in the design of LED products
(cell phone charms, backpack charms, shoelace and pencil charms) for the company with the products
manufactured in China but designed in the U.S
Prior 2001 Professional Experience

Stanley Electric Sales of America, Irvine,
California Western Regional Sales Manager &
Marketing/Product Manager
1991 to 1995 & 1997 to 2001
Dense-Pac Microsystems, Garden Grove,

California Western Regional Sales Manager
1995 to 1997
Education & Professional Development

MBA (Candidate), California State, Fullerton, California
Sandler Executive Management and Sales Training, LEAN Process, Consultive Selling, Leadership
Training
Bachelor of Science (Electronic Engineering), DeVry Institute of Technology (GPA 3.6/4.0), Phoenix,
Arizona

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Roy Mader

Rancho Santa Margarita, California 92688

Director of B2B Sales, Marketing & Sales Force Development

Key Areas of Competency

Professional Experience & Accomplishments

U.S. Rigging Supply/ Pelican Rope

Electronics, San Clemente,

Philips Lighting, Baldwin Park, California

Senior Channel Development Manager-NAM/LATAM Scope of duties consists of full

AZ Displays, Aliso Viejo, California

Prior 2001 Professional Experience

1991 to 1995 & 1997 to 2001

Dense-Pac Microsystems, Garden Grove,

Education & Professional Development

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