Fernando Catania

Business Unit Manager, Lab Sales at Argen Corporation
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Contact Information
us****@****om
(386) 825-5501
Location
Newport Beach, California, United States, US
Languages
  • English Native or bilingual proficiency
  • Spanish Native or bilingual proficiency

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Experience

    • United States
    • Medical Equipment Manufacturing
    • 100 - 200 Employee
    • Business Unit Manager, Lab Sales
      • Nov 2022 - Present

    • United States
    • Medical Equipment Manufacturing
    • 1 - 100 Employee
    • Business Success Manager, Laboratory Division
      • Jan 2022 - Oct 2022

    • United States
    • Printing Services
    • 100 - 200 Employee
    • Regional Sales Manager, Dental, US West
      • Jan 2019 - Jan 2022

      Served as the company’s Regional Sales Manager, overseeing sales operations for the Western US dealers of dental CAD/CAM technology. • Responsible for annual sales revenue of $6.1 million, while maintaining profit targets for the dental CAD/CAM business unit. • Played instrumental role in establishing leading segment position with 33% market share in CNC milling technology for dental CAD/CAM in the United States. • Managed dealer and partner relationships to optimize sales… Show more Served as the company’s Regional Sales Manager, overseeing sales operations for the Western US dealers of dental CAD/CAM technology. • Responsible for annual sales revenue of $6.1 million, while maintaining profit targets for the dental CAD/CAM business unit. • Played instrumental role in establishing leading segment position with 33% market share in CNC milling technology for dental CAD/CAM in the United States. • Managed dealer and partner relationships to optimize sales performance. • Routed leads and assisted dealers in prospecting and nurturing of opportunities. • Restructured US dealer channel, prospecting for new dealers and partners in clinical CAD/CAM segment, growing the company’s commercial footprint. • Trained sales and technical staff on existing and new product offerings. • Surpassed sales goals for 2019, 2020, and 2021.

    • Regional Sales Manager, Dental, LATAM
      • Jan 2013 - Dec 2018

      Served as Sales Channel Manager, overseeing sales and marketing for dental CAD/CAM resellers in (LATAM) Mexico, Caribbean, Central, and South America. • Established laboratory and clinical sales channel, consisting of 21 resellers in 19 countries, providing complete coverage of the LATAM region. • Managed channel of sales agents and service technicians to maintain and increase the company’s footprint in the Caribbean and Latin American markets. • Added $6.7 million in revenue to… Show more Served as Sales Channel Manager, overseeing sales and marketing for dental CAD/CAM resellers in (LATAM) Mexico, Caribbean, Central, and South America. • Established laboratory and clinical sales channel, consisting of 21 resellers in 19 countries, providing complete coverage of the LATAM region. • Managed channel of sales agents and service technicians to maintain and increase the company’s footprint in the Caribbean and Latin American markets. • Added $6.7 million in revenue to dental CAD/CAM business unit with YOY growth of 8% - 31% from 2013-2018. • Established #1 position in the LATAM market for CNC dental CAD/CAM technology. • Interfaced with dealers in-country on regular basis to establish go-to-market strategies and audit results. • Attended industry trade events and supported dealer open houses in the field. • Served as speaker at industry events and symposiums regularly. • Maintained high visibility of brand and product lines in print, digital marketing platforms, and social media. • Managed social media portals to promote products, applications, and upcoming events.

    • Business Development Manager, UV Printing, LATAM
      • Jan 2011 - Dec 2013

      Served as Business Development Manager for UV printing equipment in (LATAM) Mexico, Caribbean, Central, and South America. • Primary objective was to increase the wallet share of the existing Latin American distribution channel with sales of new UV printing technology. • Generated $1.2 million in new revenue with introduction of new product category. • Focused on training sales agents on new verticals, yielding higher revenue and profitability for the company and its… Show more Served as Business Development Manager for UV printing equipment in (LATAM) Mexico, Caribbean, Central, and South America. • Primary objective was to increase the wallet share of the existing Latin American distribution channel with sales of new UV printing technology. • Generated $1.2 million in new revenue with introduction of new product category. • Focused on training sales agents on new verticals, yielding higher revenue and profitability for the company and its dealers. • Conducted daily/weekly virtual sales calls to audit sales opportunities and progress with channel sales representatives. • Served as lead technical trainer for software and hardware installers and support staff. • Worked with external R&D teams to formulate competitive consumables for emerging markets. • Visited dealers in-country on regular basis to execute sales calls, train staff, and analyze progress on established milestones. • Attended industry trade events and supported dealer open houses in the field.

    • Product Marketing Manager, Hardware and Consumables
      • May 2007 - Dec 2010

      Managed company’s $8.4 million annual revenue consumables product lines distributed in North, Central, and South America. • Established sales forecasts for new and existing products. • Identified and selected vendors for white label consumables programs, supporting all inkjet hardware product lines. • Managed product life cycles and tracked sales performance according to annual forecast. • Managed go-to-market strategy for new products. • Developed IFUs for new and existing… Show more Managed company’s $8.4 million annual revenue consumables product lines distributed in North, Central, and South America. • Established sales forecasts for new and existing products. • Identified and selected vendors for white label consumables programs, supporting all inkjet hardware product lines. • Managed product life cycles and tracked sales performance according to annual forecast. • Managed go-to-market strategy for new products. • Developed IFUs for new and existing products. • Produced how-to videos to showcase product functionality and key features. • Published in English and Spanish industry publications related to graphics, signage, and apparel decoration. • Served as lead product trainer for company’s dealer channel. • Hosted weekly live webinars aimed at existing users and new prospects showcasing various product lines. • Managed the launch of the company’s first e-commerce website in 2009, selling consumables and maintenance items supporting all the company’s various hardware lines. • E-commerce website was successful in adding new revenue of $450K in year one.

    • Service Area Manager, LATAM
      • Apr 2006 - Apr 2007

      Managed company’s field service and technical support activities in the Caribbean and Latin America for software and hardware, large format printing, industrial milling, and rotary engraving devices. • Realigned company’s service channel in Latin America by training and certifying 118 field technicians in 11 months. • Implemented programs for improved communication between company headquarters in Irvine, CA, and Latin American dealers, establishing best practices for service… Show more Managed company’s field service and technical support activities in the Caribbean and Latin America for software and hardware, large format printing, industrial milling, and rotary engraving devices. • Realigned company’s service channel in Latin America by training and certifying 118 field technicians in 11 months. • Implemented programs for improved communication between company headquarters in Irvine, CA, and Latin American dealers, establishing best practices for service providers. • Reduced errors in service order submissions and lowered service parts costs for warranty-covered equipment. • Realignment resulted in increased sales revenue and improved servicer KPIs.

    • Web Development Project Manager
      • Jun 2005 - Mar 2006

      Hired as project lead to manage the launch of the lifestyle and apparel retailer’s e-commerce website. • Implemented new company-wide CRM platform. • Upgraded POS infrastructure and inventory management system. • Managed purchasing department, establishing workflow and procedures for product procurement, fulfillment, returns, exchanges, and credits. • Managed external marketing agency to execute targeted and seasonal campaigns. Hired as project lead to manage the launch of the lifestyle and apparel retailer’s e-commerce website. • Implemented new company-wide CRM platform. • Upgraded POS infrastructure and inventory management system. • Managed purchasing department, establishing workflow and procedures for product procurement, fulfillment, returns, exchanges, and credits. • Managed external marketing agency to execute targeted and seasonal campaigns.

    • United States
    • Higher Education
    • 700 & Above Employee
    • Instructor
      • Sep 2003 - May 2005

      Recruited by the Wilkinson College of Arts to teach 16-week course for 3 consecutive semesters covering Web design, online marketing, and advertising. • Instructed students on concept design, wireframes, HTML/CSS coding, and rich-media online content using Adobe Dreamweaver, Photoshop, and Illustrator. • Provided workshops for students seeking to improve their skills with digital and traditional visual arts. Recruited by the Wilkinson College of Arts to teach 16-week course for 3 consecutive semesters covering Web design, online marketing, and advertising. • Instructed students on concept design, wireframes, HTML/CSS coding, and rich-media online content using Adobe Dreamweaver, Photoshop, and Illustrator. • Provided workshops for students seeking to improve their skills with digital and traditional visual arts.

Education

  • California State University, Long Beach
    Bachelor of Arts - BA, Marketing
  • California State University, Long Beach
    Bachelor of Arts - BA, Graphic Design
  • Orange Coast College
    Associate of Arts - AA, Graphic Design

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