RON D.

BORSHEIM
6099 County Road 209 S - Green Cove Springs, FL 32043
904.613.9944 - rb68fd28@westpost.net - http://www.linkedin.com/in/ronborsheim
SENIOR SALES, MARKETING AND BUSINESS DEVELOPMENT EXECUTIVE
SALES, MANAGEMENT & TRAINING EXPERTISE IN THE MEDICAL INDUSTRY
Consistently given positions of more responsibility and recruited twice by forme
r bosses due to ability to solve problems and be "The Fixer." Forward looking se
nior level executive with sales and distribution career across broad national an
d international markets and accounts. An innate ability to identify and capture
market opportunities to accelerate expansion, increase revenues and improve prof
it contributions. Understands marketing and product development from clinical, t
echnical and sales perspectives. Experienced in start-up, turn-around and Fortun
e 500 arenas.
* Sold to Mayo & Cleveland Clinics and Colleges of Medicine at University of Flo
rida, University of Miami, Vanderbilt, Emory, Duke, Baylor and leading physician
luminaries getting results in a complex selling arena.
* Vast experience in surgical, ophthalmic and aesthetic technologies, as well as
, orthopedic, gynecology, urology, ophthalmic, radiation oncology and cosmetic p
rocedures.
* Launched and supported Smartlipo workstation technology with worldwide revenue
s in excess of $83 million, 2006-2009 at Cynsoure.
* Completed sales force restructuring and training within 6 months by developing
regional sales teams, including account managers and clinical support teams, 20
09-Present at Osyris.
* Personally negotiated more than $38 million in deals over the past 14 years.
* Awarded multiple Rep of the Year, Rep of the Quarter, High Sales Volume, Presi
dents Club, voted by peers "The Team Player Award" and "Iron Man Award" at Cynos
ure, Cutera and Coherent
SKILLS AND CAPABILITIES FOR SUCCESS IN TODAY'S MARKETPLACE
Sales & Marketing Management - Strategic & Tactical Planning - Brand & Messaging
Management
Market Identification, Analysis & Penetration - Product Launch, Development & Co
mmercialization
Team Building & Leadership - Organizational Design & Development - Presentation
& Communication
Profit and Loss Management - Client Relationship Management - Channel Developmen
t
SALES, MANAGEMENT AND TRAINING PROGRESSION
OSYRIS MEDICAL, Lille, France/Dallas, TX, 4/09-Present
American extension of privately held major international medical laser manufactu
re. U.S. Company was a start-up but due to lack of funding is merging with anoth
er French device manufacture.
DIRECTOR BUSINESS DEVELOPMENT
Recruited by Osyris CEO, former colleague at Cutera and Coherent to restructure
sales force, transitioning it from SPA-oriented sales team to surgical device sa
les organization, focused on capital equipment sales. Served as chief strategist
and primary driver for laser lipolysis market devices. Targeted emerging market
s in Europe and Asia to establish future distributor relationships. Increased sa
les and improved training, while helping establish better marketing tactics, sal
es accountability and forecasting. Held P&L responsibility with 9 direct and 3 i
ndirect reports.
* Implemented a National Sales Training Program focusing on individual sales rep
's needs and objectives to increase sales and improve accountability for forecas
ting and revenue projections.
o Designed and implemented the domestic and international Territory Business Pla
n Templates.
* Grew sales 2-fold in six months since the implementation of new sales force du
e to in-depth knowledge of the needs of surgeons, in-office surgical suites, sur
gery centers and hospital surgical units.
o Built relationships with distributors to develop channels within markets with
projected international revenues of $5 million, coupled with U.S. direct revenue
s of $10 million, annually.

CYNOSURE, Westford, MA 2004-2009

Privately held until 2007. Leading manufacturer of cosmetic, aesthetic and medic
al lasers. Company was almost out of business when they hired new CEO who brough
t in his own team from Cutera to work on turnaround.
DIRECTOR INTERNATIONAL SALES DEVELOPMENT 2008-2009
Promoted to oversee the international launch of the Smartlipo product line. Dete
rmined market priorities by collaborating with senior management. Worked with co
rporate management outside the U.S. to better define sales strategies, compensat
ion structure, build teams and meet revenue goals. Managed geographically disper
sed sales force. Held P&L responsibility for 8 international company subsidiarie
s and 30 indirect distributors.
* Gradually increased market share 2% and revenues 31% by evaluating internation
al sales and marketing opportunities and implementing long term goals with the s
ubsidiaries and distributors.
* Improved revenue split between domestic sales of 70% and international sales o
f 30% to a 50/50 percentage split in 2009 by developing a more sell-oriented sal
es environment with accountability.
* Developed launch plan for additional new product internationally, Elite MPX, i
n 2009 projected worth of $6 million in annual revenues.
PROJECT MANAGER OF SMARTLIPO 2007-2009
Given responsibility of Smartlipo project, including domestic and international
strategic planning, launches, market and product positioning. Hired and trained
direct specialty sales force of 22 reps, coordinated manufacturing build schedul
es, forecasting and sales accountability. Conducted "train the trainer" sessions
to assist SMEs with facilitation techniques and adult learning styles. Ensured
compliance with FDA and state regulations as well as ISO 13485 standards. Initia
ted surgeon training courses with introduction of new technology. Built network
of hospital administrators and cosmetic surgeons and teaching institutions.
* Exceeded global revenue projection of $40 million by $3 million with Smartlipo
MPX (2008) launch.
* Drove revenues from $3.5 million to more than $32 million in first year coming
in $22 million over projections by setting up additional distribution channels
and direct to consumer marketing for Smartlipo in 2007.
* Utilized unique technical writing skill set to design sales, marketing collate
ral and clinical pieces focused on the laser lipolysis markets.
NATIONAL ACCOUNTS MANAGER 2006-2007
Promoted to build relationships with aesthetic-based franchises, teaching instit
utions, medical colleges and current national accounts. Established regional Key
Accounts Program using key luminary account endorsements to enhance credibility
and increase sales. Managed plans, budgets and resources for all national accou
nts activities. Held P&L responsibility with 3 direct and 2 indirect reports whi
le maintaining a small territory.
* Grew $3.5 million in national sales in 6 weeks for Smartlipo as the only one s
elling this product. Given Smartlipo Project 11/2006.
* Generated $1.3+ million in new revenues by selling into leading regional teach
ing and reference institutions.
* Achieved Top Rep honors with combined sales of $6.35 million.
DIRECTOR SPA BUSINESS UNIT 2004-2005
Brought in by CEO to revitalize triactive & photolight technologies. Built natio
nal business model and revenue plan to include territory analysis, market opport
unity, 30-60-90 day objectives, call pattern and frequency, physician/hospital/s
pa penetration strategies, sales funnel by product and required resources to exe
cute plan. Spa Business Unit absorbed into Medical Sales Division in 2005. Held
P&L responsibility with 8 direct reports.
* Accelerated regional revenue and market penetration of company products 4.2% b
y hiring, training and managing national sales reps who sold directly into the m
arketplace.
* Became recognized leader in laser related SPA devices increasing awareness of
spa products by developing partnerships with 3rd party vendors, trade organizati
ons, SPA magazines and SPA media within the medical SPA market.
CUTERA / ALTUS MEDICAL, Burlingame, CA 1999-2004
Privately held until 2004. 8th employee hired into start-up medical device compa
ny. Helped build company from ground up. Brought in by VP Sales formerly Regiona
l Manager at Cutera.
NATIONAL TRAINING MANAGER 2003-2004
Worked with sales and marketing team to identify training needs by conducting as
sessment and task analysis of existing training and developed metrics to monitor
improvements. Taught courses designed for management, sales reps, international
offices' staffs and distributors. Furnished sales reps and distributors with in
formation on new product developments, new competitive products, selling strateg
ies and current medical literature. Designed adult training modules and sales to
ols. Introduced CRM software program. Managed plans, budgets and resources for a
ll training projects. Held P&L training responsibility with 34 direct reports wh
ile maintaining a territory.
* Achieved $52.6 million in revenues by helping manage distribution channels to
drive platform technology and sales techniques within the regions.
* Cut employee churn 84% by developing advanced sales training and mentorship pr
ograms.
SOUTHEASTERN REGIONAL SALES MANAGER 2002-2003
Oversaw day-to-day activities of region. Introduced products to new customers. C
oordinated product evaluations and provided technical support. Prepared financia
l proposals for hospitals. Provided formal communication of customer needs to im
prove existing product and development of new products. Held P&L responsibility
with 8 direct reports.
* Achieved #2 region in sales from a field of 4 with $11.1 million in sales. (20
03)
* Attained 177% of quota ($3.1 Million) as #1 rep from field of 28 reps. (2003)
* Awarded Rep of the Year and Rep of the Quarter. (2003)
* Attained 160% of quota ($2.4 million) and came in #2 of 22 reps. (2002)
* Achieved #2 region in sales from a field of 4 with $8.4 Million in sales. (200
2)
* Awarded Rep of the Quarter. (2002)
AREA SALES MANAGER 1999-2001
* Achieved 123% of quota ($1.85 million) and came in #3 of 17 reps. (2001)
* Attained 133% of quota ($2.0 million) as #1 of 12 reps. (2000)
* Awarded Rep of the Year and Rep of the Quarter. (2000)
Previous positions held - COHERENT MEDICAL, Area Sales Manager, Palo Alto, CA 19
96-1999.
SMITH & NEPHEW ENDOSCOPY, INC., Territory Manager, Andover, MA 1995-1996.
ACUFEX, INC., Territory Manager, Boston, MA 1994-1995.
EDUCATION
UNIVERSITY OF NORTH FLORIDA, Jacksonville, FL
Master of Science Degree, 1990. Major: Health Science Specialization: Healthcare
Administration/Exercise Science
Bachelor of Science Degree, 1988. Major: Health Science Specialization: Health P
romotions
Computer Experience - Proficient with the Internet, email, database reporting, s
preadsheets, Word, Excel, charting, flow charting and graphs and PowerPoint and
CRM systems such as Goldmine, and comfortable with working from a home office.
ONGOING PROFESSIONAL DEVELOPMENT
International Management Training Course, Developing a Global Mindset, 2008, Ape
rian Global
Advanced Sales Training Course, The New Base for Sales Excellence course, 2004,
Acclivus
Management Transition Course, Making the Transition to Management, 2001, America
n Management Association