WILLIAM J.

SUNDHEIMER
17 Belcrest, Laguna Niguel, CA 92677 a Cell: (949) 903-4749 a Home: (949) 487
-1883 a email: wsae5df0@westpost.net
SENIOR EXECUTIVE MANAGEMENT
Seasoned business leader with extensive experience in all aspects of corporate o
perations, P&L, new product innovation, development, and launch, M&A, and IP por
tfolio management. Strong emphasis on sales, marketing and customer service coo
rdination. Highlighted career achievements include:
a Company turnaround a" from flat sales, negative cash flow, and losses to profi
table 19.8% sales growth and positive cash flow within first full year and conti
nuing double digit growth average thereafter.
a Extensive involvement in M&A activities and IP license negotiations that resul
ted in sustainable strategic advantages and dominant market share of key product
s, outselling the nearest competitor by 3:1.
a Key litigation team member securing an eight figure unfair competition damages
settlement.
a Successfully planned and executed major global launches of highly profitable c
apital equipment, software, and consumable product innovations a" digital tooth
shade determination, local area network based and wireless patient monitoring sy
stems, advanced cardiac risk assessment capabilities, batch Ambulatory (Holter)
ECG analysis with unique atriagea capability.
a Identified and implemented cost reduction and optimization initiatives through
out the company that dramatically improved operating efficiency and resulted in
12.6% reduction in annual operating costs.
a Led successful company-wide efforts to achieve and maintain rigorous ISO 9000
and 13485 Quality Standards certifications.
a Repeatedly attracted top talent and built effective, cohesive multidisciplinar
y teams.
a Managed business operations in compliance with FDA and international medical d
evice regulatory requirements.
CORE COMPETENCIES

a Strategic Vision / Planning

a Business Development
a Market Analysis
a Leadership / Motivation
a Budgets / Forecasting
a Problem Solving
a Complex Negotiations
a Brand Development
a Team Building

PROFESSIONAL EXPERIENCE

Vident, Brea, CA 1997 a" April, 2010

President & Chief Operating Officer 2005 a" 2010
Vice President & General Manager 2003 a" 2005
Vice President, Sales & Marketing 1997 a" 2003
Responsible for P&L and day-to-day company operations of a privately-held, marke
t leading developer / importer / distributor of medical devices and materials fo
r dentistry, including sales, marketing, customer service, technical support, pr
oduction / distribution, product development, finance, and human resources.
a Created and implemented strategy during first year at Vident that reversed pri
or three years of flat sales, negative cash flow, and losses and produced profit
able double digit revenue growth over remaining tenure, double the intrinsic mar
ket growth rate.
a Established relationships and negotiated distribution agreements with leading
dental dealers that drove significant new sales to dentists with two such dealer
s who became the companyas largest customers.
a Worked closely with CEO to negotiate and successfully integrate two major acqu
isitions and performed opportunity assessments for several others.
a Negotiated in and out licenses for key technology that enhanced the companyas
competitiveness and established new cross-selling opportunities.
a Led company-wide efforts to identify and realize cost reduction opportunities
through resource reallocation and streamlining of processes.
a Orchestrated corporate and department level planning and implementation of pro
perly documented policies, procedures, and work instructions to achieve and main
tain ISO 9000 and 13485 Quality Standards certifications.
Medical Data Electronics, Arleta, CA 1994 a" 1997
Director, Marketing & Business Development
Led product management, marketing communications, clinical applications, sales t
raining, order entry, and sales support staff for this privately held manufactur
er of technologically innovative compact physiological monitors and advanced wir
eless communication for hospital transport and Emergency Department monitoring a
pplications.
a Developed comprehensive new hire and continuing sales education training progr
ams, sales tools, and communication on product and competitive strategy informat
ion to support significant sales force expansion and dramatic sales growth that
followed.
a Established in-house marketing communications department that increased respon
siveness in creation of new campaigns and sales tools and allowed outside agency
support costs to be diverted to more frequent media placements.
a Created and implemented a system for demonstration / loaner equipment tracking
and accountability that substantially reduced lost and damaged assets.
a Transition team member for MDEas sale to Thermo Electron Corporation.
Del Mar Avionics, Irvine, CA 1988 - 1994
Director, National Sales, Medical Products 1991 a" 1994
Director, Marketing, Medical Products 1988 a" 1991
Responsible for marketing and subsequently sales of medical diagnostic products
for this privately held pioneering developer and market leader in non-invasive a
mbulatory cardiac monitoring and diagnostic testing technology.
a Directed marketing staff of 18 and sales staff of 25.
a Established data base of over 5000 accounts and integrated telemarketing to au
gment field sales coverage a" increased sales productivity 23% while reducing ex
penses 14%.
a Negotiated the largest order in company history for a multi-site Holter Analys
is Network and oversaw successful development and implementation.
a Established relationships and negotiated national account and preferred partne
r agreements with Humana, Amerinet, and other national hospital chains and buyin
g groups.
Previously, held progressively responsible sales and marketing positions for lea
ding manufacturers of patient monitoring, diagnostic imaging, and cardiac/pulmon
ary diagnostic systems and consumables.
EDUCATION

MBA - Marketing Emphasis, University of Wisconsin

BS, Cum Laude a" Electrical Engineering, Michigan State University
Management Action Program (MAP) a" Newport Beach, CA