WILLIAM A.

BARTELSON
14274 MATT STREET ♦ CARMEL,
CARMEL, INDIANA 46033 ♦ 317-815-5960
BARTELSON@AOL.COM

SENIOR SALES & MARKETING

EXECUTIVE
~ OVER 20 YEARS OF ACCOMPLISHED BUSINESS LEADERSHIP AND PEOPLE DEVELOPMENT ~
Distinguished, authentic, results-driven senior sales and marketing executive with a 20+ year record of achievement
within both large and small business environments. Consistent results stemming from multiple business disciplines
including direct, distribution, and OEM business entities. Exceptional mentor and coach, combining business acumen
with innate leadership abilities to recruit, build and retain top-performing teams. Proven ability to drive and sustain
corporate revenues through broad-based competencies in:
Leadership ♦ Team Building ♦ Staff Development ♦ Corporate Account Management ♦ Distribution
OEM Account Management ♦ Performance Management ♦ Project Management ♦ Strategic Planning

 Building, management, and leadership of effective sales and marketing organizations

 Culture creation, team development, and motivation with results
 Formulation, implementation, and execution of long term strategic plans
 OEM, distribution, and large account expertise
 Executive level negotiations, presentations, and relationship building
 Global project management
 P&L responsibility and accountability

PROFESSIONAL EXPERIENCE

POLYMER TECHNOLOGY SYSTEMS, INC. – INDIANAPOLIS,

®
INDIANA
Manufacturer and worldwide supplier of the CardioChek POC Cholesterol Test System

June 2007 – May 2009

Chief Marketing Officer – Indianapolis, Indiana

Accountability to PTS’ Board of Directors and shareholders with primary focus on investor relations, strategy
development, and revenue attainment, with long term objective of liquidity event. Direct responsibilities
include departmental oversight and leadership of Marketing, Sales and Customer Service functions.

Key achievements:

Business Infrastructure and Performance

 Implemented a comprehensive People Strategy which linked to a newly established PTS strategic
plan. Working with a leading Atlanta-based executive search firm, key Sales and Marketing
positions were established and filled, which served separate and distinct Clinical and Consumer
market segments. The PTS People Strategy also yielded the establishment of a third Officer for the
firm, responsible for R&D, Regulatory and Quality functions.
 Development of a consumer research and insight model through BASES Research, yielding ®
product concept acceptability levels, price points, and package design for the CardioChek
2-minute home cholesterol test.
 Structured and implemented a long term consumer/retail marketing agreement with a leading
Chicago-based Brand Marketing Agency.
 Restructured PTS’ Customer Service Department to alleviate a growing administrative burden,
which negatively impacted both Regulatory policy and daily customer support.
 Devised and implemented a comprehensive distribution strategy for PTS’ clinical business unit.
Key outcomes included consolidation of over 85 direct buyers and distributors of PTS products into
eight semi-exclusive, long-term contracts.
®
 Led successful negotiations with Minute Clinic a division of CareMark/CVS, resulting in an
exclusive five-year national contract covering >500 clinics.
ROCHE DIAGNOSTICS CORPORATION – INDIANAPOLIS, INDIANA
Worldwide leading manufacturer of in-vitro medical diagnostic testing products and instrumentation
January 2001 – May 2007
Area Business Director – Central United States & Puerto Rico – Indianapolis, Indiana
P&L responsibility for $155M business inclusive of capital equipment and reagents/consumables in clinical
chemistry, immunochemistry, urinalysis, IT, and laboratory automation product portfolios. Provide
leadership, strategic and tactical direction to exceed revenue, margin, market share, employee
development, customer satisfaction, cultural, and operating expense objectives.
Direct responsibilities:
 Create an overall culture encompassing the right people, processes, and execution elements which
drive long term business viability and growth. Sustain long term success through vision coupled
with clear expectation setting, resulting in management ownership.
 Recruit, hire, and direct a high performance team of 6 regional sales managers, account managers,
and product specialists in leading a total field sales organization of 47 spanning the central United
States and Puerto Rico.
 Set personnel strategies in motion including hiring talent, human resource problem resolution,
succession planning, personnel development, competency assessment with on-going coaching and
counseling.
 Coordinate well integrated business strategy and execution in conjunction with Marketing, Field
Services, Technical Services, and Corporate Accounts.
 Management of Roche product portfolio through exclusive distribution channel covering Puerto
Rico and the US Virgin Islands.
Key achievements:
Business Performance
 Central Area Business Unit attained overall #1 national ranking for 2001, 2002, 2004, and 2006
performance periods. For 2001 and 2002, the Central Area field team numbered 105 total employees
including Technical Services, Sysmex-Hematology, and Molecular business units.
 Achieved #1 position nationally for RDC new analyzer launch – COBAS. Central Area represented 137
modules contracted, yielding 53% of the total US unit production for performance year 2006. Capital
sales for 2006 topped $51M, or 43% above 2005 totals.
 Structured and closed an exclusive Roche distribution contract covering Puerto Rico and the US Virgin
Islands. Successfully navigated Roche through sensitive negotiations protecting our firm from PR
Commonwealth laws, completely eliminating a six year receivables debt, which resulted in a cash
payment of $465K to RDC.
People Development
 Developed and promoted 12 Central Area employees through Roche career path process,
including 8 Sales Representatives and 4 Regional Business Managers.
 Led national standardization effort of field sales performance management process – 2005.
Critical Projects / Process
 Selected for and successfully completed the Roche HORIZONS program. This 10 month
assignment included global project team participation involving 6 members, representing various
Roche global affiliates. Project scope included the formulation of a market segmentation strategy
for the Roche Diabetes Care product portfolio within the country of India. Team recommendation
was accepted by the Roche global DiaEC – 2004.
 Created an area-wide funnel management process – 2001. Central Area funnel process
mechanics have been adapted and implemented into national instrument forecasting tool currently
in use today.

MEDICAL ANALYSIS SYSTEMS, INC – CAMARILLO, CALIFORNIA

Manufacturer and worldwide supplier of clinical diagnostic QC, reagent, and calibration products
July 1993 – October 2000
Vice President, Sales – MAS / Dade TQC Division
October 1999 – October 2000
Built and led a national sales organization generating $41M in annual sales revenue through US laboratory
distribution – Fisher Scientific and Allegiance Healthcare, encompassing over 400 clinical sales
representatives nation-wide. Developed a distributor sales support staff of 39 employees including field
sales, inside sales, and GPO/health systems team members.
 Developed sales team structures, compensation, and personal development goals.
 Secured and expanded major national contracts with key GPO buying groups.

Vice President, Distributor Sales – MAS

November 1997 – October 1999
 Achieved 105% of sales plan posting $4.5M in US sales growth through Fisher Scientific for plan
year 1998.
 103 Fisher sales representatives achieved MAS quota for plan year 1998.
 Secured major national contracts with key GPO buying groups including Labcorp, Premier,
Medecon, and over 20 Integrated Health Systems nation-wide.
 Promoted to Vice President, Sales – MAS / Dade TQC Division – October 1999.
Director, Distributor Sales – MAS
January 1996 – November 1997
 Staffed, trained, and implemented a Distributor Sales team of 6 employees including 5 Regional
Sales Directors and 1 Director of Sales Productivity.
 Developed, implemented, and executed a key distributor sales incentive program generating over
$1.0M in new business for the company contributing to a $1.7M increase for plan year 1997.
 Promoted to Vice President, Distributor Sales – November 1997.
National OEM Sales Manager – MAS
July 1993 – January 1996
 Responsible for management and expansion of all MAS OEM partnerships including Abbott,
Olympus, Dade-Behring / Dupont, Microgenics, and Baxter-Dade Diagnostics.
 Secured and developed new OEM contract partnerships with Roche Diagnostics, Schiapparelli,
Bayer, and Instrumentation Laboratories (IL).
 Increased OEM revenues over 35% or $2.1M for MAS’ FY1994 through FY1996.
 Promoted to Director, Distributor Sales – January 1996.

BAXTER DIAGNOSTICS, INC. / DADE DIVISION – MIAMI, FLORIDA

Manufacturer and worldwide supplier of clinical chemistry, coagulation, and blood bank products, systems,
and services
June 1991 – June 1993
Marketing Product Manager, Blood Bank – DDx
April 1992 – June 1993
 Accountable for marketing, planning, forecasting, and administration of the Baxter-Dade Blood
Bank business unit. This $8.0M sector represented both domestic and international
responsibilities, with primary focus on assisting the transfer of Immunohematology manufacturing
operations to Switzerland.
 Created and implemented a comprehensive US national sales training curriculum for plan year
1993.

OEM Sales Manager – DDx

June 1991 – April 1992
 Managed the Baxter-Dade OEM business totaling $3.0M annually, resulting in well developed and
strengthened partnerships within the US respiratory and chemistry QC markets.
 Primary focus included co-management of QC Survey Materials Management for the College of
American Pathologists. Implemented and directed a joint (DDx-CAP) QC sales and marketing
program resulting in 50 new account additions.
 Promoted to Marketing Product Manager – Blood Bank, April 1992.

CURTIN MATHESON SCIENTIFIC, INC – HOUSTON, TEXAS

Leading US distributor of clinical, industrial, and research laboratory instrumentation and supplies

October 1984 – January 1991

Industrial Sales Representative – CMS
January 1987 – January 1991
 Expanded one of CMS’ largest national contract partnerships with SHELL Development and
SHELL Oil / Chemical Companies through their corporate buying location in Houston Texas.
Achieved national recognition through numerous awards including CMS Top-10, President’s Team,
and President’s Team Inner Circle honors.
 Successfully implemented CMS Vendor Stocking Program (VSP) for SHELL Oil Company and
Ethyl Corporation, resulting in significant year over year key account / key product growth for CMS.
 Increased sales in territory 17% - 1988, and 14% - 1989.

National Account Analyst – CMS

July 1985 – January 1987
 Served as a personal liaison between the firm and key national Biomedical and Industrial buying
groups. Administered all national contracts through the CMS database resulting in added market
share for the company.
 Promoted into one of CMS’ largest Industrial / National Account territories as Industrial Sales
Representative, January 1987.

Biomedical Sales Representative – CMS

October 1984 – July 1985
 Responsible for the sales of laboratory supplies, instrumentation, and diagnostic tests to clinical
and hospital laboratories.
 Promoted to CMS headquarters (Houston, Texas) as National Account Analyst – July 1985.

EDUCATION
WINONA STATE UNIVERSITY – Winona, Minnesota
Bachelor of Science Degree in Health Science / Sports Medicine
Teaching Major / Coaching Certification – 1984

PROFESSIONAL DEVELOPMENT
Developmental Courses
 THE LONDON BUSINESS SCHOOL – Centre for Management Development, Executive Education
 TMS DEVELOPMENT INTERNATIONAL – Team Management Profile
 DUKE UNIVERSITY / FUQUA SCHOOL OF BUSINESS – Marketing Development Program
Corporate Leadership
 Roche Corporate Leadership Team – Leadership Conference Facilitator / 2003, 2004

CIVIC – COMMUNITY LEADERSHIP

 Volunteer – Indiana Juvenile Correctional Facility / Establishment of Prison Ministry Program

2009 / Pendleton, Indiana
 Volunteer – Indiana Juvenile Correctional Facility / Prison Ministry Team – 2005 / Plainfield, Indiana
 Vice Chairman / Trinity Lutheran Church – Spring, Texas
 Youth Baseball Coach / Carmel Dad’s Club – Carmel, Indiana

REFERENCES AVAILABLE UPON REQUEST