David Romeu

Alpharetta, GA (greater Atlanta) ∙  404.435.0700

 davidromeu2010@gmail.com ∙ http://www.linkedin.com/in/davidromeu

NATIONAL AWARD WINNING REGIONAL SALES DIRECTOR

MEDICAL - SURGICAL DEVICES / BIOTECH - PHARMACEUTICALS

B ringing Fortune 500 industry leadership and business development insight to your organization. Consistently eclipsing sales
goals. Proven outstanding ROI as sales development leader and team builder. Forte in identifying and mentoring tomorrow’s
leaders today. Marketing background provides ability to integrate effective marketing strategy with sales tactics. Business
development expertise includes: ophthalmology, neurology, dermatology, primary care, internal medicine, in addition to other
multi-specialty surgical disciplines. Extensive O.R. experience logging over 2000 hours in surgery.
Achievements & Endorsements Include:
 Led 2 sales regions from “worst-to-first” in record time. (Merck & Company)
 Raised district performance ranking from 30th to 15th in 7 months. (Merck & Company)
 Received honors, including 2x Leader - Top Masters’ Club Performance Awards. (Merck & Company)
 One of the first Directors to build infrastructure, national sales team, and launched what became Novartis Ophthalmics.
 Expanded a startup company’s sales 46% in 24 months. (Novartis Ophthalmics)
 2x Leader -Top Distinguished Director, Sales Performance Awards for top national sales results. (Novartis Ophthalmics)
 “…his track record for developing the highest number of Distinguished Performance Award Recipients in our sales
organization.” – C. Daniel Myers, former President (Novartis Ophthalmics)
 “David inspired his reps to excellent performance and helped regain many key customer relationships while developing the #1
performing sales region” – Tom Bingham, former Eastern Regional Director. (Johnson & Johnson)
 2x Leader - President’s Club Award as Division Manager AND Surgical Representative. (Johnson & Johnson)

SKILLS SUMMARY
 Highly effective recruiter, team builder, and leader.
 Extensive sales management experience that includes: managers and territory representatives, clinical specialists, regional
and national account representatives, channel distributors, hospitals (clinical and administrative C suite), government
accounts, national Managed Care Organizations, Pharmacy Benefit Managers, and Group Purchasing Organizations.
Clinical and business presentations at the national and regional level with in-depth experience writing and presenting
proposals, negotiating purchase agreements for devices and drug formularies.
 Successfully commercialized 4 novel surgical implants, 4 surgical devices and systems, 7 bio-pharmaceutical drug
introductions in ophthalmology, dermatology, neurology, cardiology, and multiple surgical specialty areas.
 Proficient at the integration of value-added/market development strategies to complement clinical sales strategies, and
practice management initiatives. Creative thinker, strong solutions based business analysis skills.
 Managerial experience encompasses both surgical as well as interventional medical devices and therapies.
 Supervisory span of control of – 14 direct sales reports – 4 region managers – 4 region account specialists
– 4 clinical specialists, and dotted line responsibility for 9 technical support personnel.
 Marketing Management, Sales Management, Strategic Alliance Formation, and Surgical Trainer experience.
 Midas touch starting up or turning around sales operations and performance in highly competitive markets.
 Strong interpersonal skills, articulate, compelling communicator, platform speaker, C suite negotiator.
 Electronic Medical Practice (EMR) Software & E-commerce Experience. Strong computer software skills.

EXECUTIVE SUMMARY

 LEADERSHIP  BUSINESS DEVELOPMENT 

 As Regional Business Manager – Dermatology, Ophthalmology, Neurology (MERCK & COMPANY )
- Turned Around a 7-state $60M SE/SW Sales Region. Realigned and Implemented Geocentric Sales Model.
- Streamlined SE/SW Region. Replaced 2 Business Managers, Reduced Headcount from 14 to10 Reps.
- Ranked #1 out of 6 districts for sales performance – 3 consecutive years from “worst to first”.
- Received honors, including (2) Top Masters’ Club Performance Awards, and Awards for Excellence for:
- Developing a National Mentoring Program, District and National Meeting Leadership Excellence,
- Conducting Executive Manager Training, and Contracting National Key Account Business Development.
 Continued…

 LEADERSHIP  BUSINESS START UP  E-COMMERCE SOLUTIONS  EMR PRACTICE MANAGEMENT SOLUTIONS 

 As Vice President, Sales  Director, National Accounts Marketing (TLC Laser Eye Centers of North America)
- Helped design and build e-Commerce sales operations for North America.
- Presented business concept to F500 C Suite Company Executives Closing 71% in Vendor Agreements.
- Established contracts worth $12M in annual sales revenue.
- Created a highly successful internet marketing campaign designing catalog and distribution to 12,000 doctors nationally.
 As Director, Health Systems (Novartis Ophthalmics)
- Developed and launched strategic alliance business plan to market enterprise-wide medical management software to
ophthalmologists and optometric practices.
- Exceeded Beta Test Goals: Implemented staffing, sales, and marketing plans ahead of schedule and under budget.
 BUSINESS START UP  BUSINESS PLAN DEVELOPMENT & EXECUTION  STRATEGIC ALLIANCE FORMATION 
- As Director, Corporate Networks  Director, Managed Care  Director, Southern Region (Novartis Ophthalmics)
Member of Executive Committee Board to start up Ciba Vision Ophthalmics which later became Novartis Ophthalmics.
- Hired, Trained, and Managed, 50% + of the national sales force, help build the internal infrastructure to create the
managed care and institutional sales departments. Achieved National Stocking Distribution, Wholesalers/Chains.
- Provided key leadership that expanded market share 9% and revenue 39% in 24 months.
- Landed contracts totaling over $10M with 2 of the nation’s largest eye care networks, EyeHealth Network and TLC.
- Established a strategic alliance with Express Scripts, Novartis Ophthalmics , and EHN, which expanded sales 46%.
- 2x Leader of Director Distinguished Sales Performance Award for top national sales results.
- Promoted rapidly to higher levels of responsibility and corporate representation.
- Established career theme of being a problem solver, creative, innovative, and entrepreneurial.
 HOSPITAL/OPERATING ROOM – BUSINESS DEVELOPMENT – PROPOSALS /NEGOTIATING/CONTRACTING 
 As Division Manager Surgical Trainer Senior Surgical Specialist (Johnson & Johnson)
- Conducted IOL Implant, Phaco – I/A equipment, and surgical instrumentation in-surgery demonstrations to eye surgeons
throughout a four-state territory.
- Increased annual territory volume from $250,000 to $1.5 million within 3 years.
- Conducted National Surgical Sales Training Schools.
- Promoted to Division Manager – took region from “worst to first” in all surgical product categories.
- 2x Leader - President’s Club Award as Division Manager AND Surgical Representative (Johnson & Johnson)
 As Surgical Sales Representative (Procter & Gamble Surgical Products)
- Marketed sterile surgical draping system to Georgia and Florida hospitals.
- Prepared and presented evaluation cost studies in formal meetings with C suite hospital administrators CEO,CFO, COO,
as well as, Heads of all impacted departments (e.g. Chief of Surgery, Head of Epidemiology, and Director of Nurses).
- Logged over 2000 O.R. hours conducting surgical system evaluations covering orthopedics, cardiovascular, ophthalmic,
neurological, nephrology, reconstructive/cosmetic, as well as, other specialty and general surgical procedures.
- Consistently ranked #1 in nation with sales over 145% of quota. 60% closure rate in major hospital institutions.

KEY COMPETENCIES

Leadership New Business Development Management Expertise

 Top Tier Talent Management
 Training & Development
 Sales Coaching & Modeling
 Team Building & Motivation
 Conflict Resolution Management
 Strategic & Tactical Planning
 Detailed Business Plan Development
 Pull-Through Execution Strategies
 Performance & Results Analysis
 Product & Market Analysis
 High-level (Keynote) Presentations
 Negotiating Skills
 Distributor & Channel Relationships
 New Product Launches
 Field Based Marketing Campaigns
 Strategic Alliance Development
 Effective Market Penetration
 Execution Product Marketing Plans
 Key Thought Leader Relationships
 Customer Focus - Consultative
 20 yrs. Mid/Senior Sales Mgmt.
 15 yrs. Biopharmaceutical
 11 yrs. Medical/Surgical Devices
 High Performance Management
 Start-up & Turn Arounds
 Trade & Institutional Sales
 Strategic Marketing
 P & L, Compensation, Budgets
 FDA Trade Regulations
 Labor & Employment Practices
 Continued…

C ORPORATE E MPLOYMENT CHRONOLOGY

MERCK & COMPANY, INC., Atlanta, GA (8 years) 2001 – 2009

Region Business Manager

TLC LASER EYE CENTERS OF NORTH AMERICA, Atlanta, GA (3 years) 1998 – 2001
Vice President, Sales  Director, National Account Marketing

NOVARTIS OPHTHALMICS, Atlanta, GA (7 years) 1991 – 1998

Director, Health Systems  Director, Corporate Networks
Director, Managed Care  Director, Southern Region

HEALTHDYNE, Atlanta, GA (1 year) 1990 – 1991

S.E. Region Manager – Home Health Critical Monitoring (high risk pregnancies)
(Honored 1 year non-compete Agreement)

JOHNSON & JOHNSON, Atlanta, GA (7 years) 1983 – 1990

Division Manager  Senior Surgical Specialist  Trainer

PROCTER & GAMBLE SURGICAL PRODUCTS, Atlanta, GA (3 years) 1980 – 1983

Surgical Specialist

* Previously held positions with the following companies: As hospital representative for Ipco Hospital Supply selling medical
and surgical supplies to all hospital departments; as founder & owner of Accounting Control Systems, providing billing
services to medical practices and law firms; as architectural contract specialist for the commercial division of Armstrong
Corporation.

E DUCATION , C ERT IFICATIONS , T RAINING & A SSOCIATIONS

INDIANA UNIVERSITY, Bloomington, IN

Bachelor of Science, Business Administration & Marketing

Medical & Surgical Device Certifications Include: Ocular Surgical Implants; Surgical Instruments; Other Diagnostic Surgical
Instrumentation; Phacoemulsification Surgical Equipment; Surgical Case Sterile Draping Systems.
Biopharmaceutical Certifications Include: Cardiovascular (Hypertension); Endocrinology (Diabetes); Respiratory (Asthma,
Allergy); Ophthalmology (Glaucoma); Dermatology (MPHL); Neurology (Migraine). Intensive training in pharmacology,
pathophysiology, anatomy, physiology, drug interactions, indications, contraindications, drug warnings for each compound class.
Training includes: Participation in over 100 selling and management training courses in-house with Johnson & Johnson, Procter &
Gamble (surgical products), Novartis, and Merck including surgical wet labs, conducting surgical device inservices to physicians,
surgeons, and other healthcare providers. Attended numerous sales training and management courses with the AMA; course work
included Clear Coach, BEST Sales Model, Coach for Success, Sales Advantage, Effective Sales Negotiating, Coaching-Mentoring -
Modeling, Customer Focus, High Performance Assessment, Motivation & Management. Participated in numerous legal seminar
training classes on FDA trade regulations, Labor and Employment Practices, Labor Litigation, and Conflict Resolution Management.
As Executive Trainer Personally Conducted Executive Management Training Programs for Merck, Novartis, and J & J.
Computer Software Literacy Includes: Microsoft Office, Word, Powerpoint, Excel, Access, (including other programs).
Member, Kelly School of Business Alumni, and Academy of Managed Care Pharmacy (AMCP)