Robert A.

Leidlein
SENIOR EXECUTIVE
~ Over 30 years of success in leadership roles ~
Energetic Sales Executive with over 30 years of successful leadership roles in s
tartup and market expansion situations for some of the biggest names in the phot
o/imaging industry; Photo Marketing Association International, Photo Control Cor
poration and Photoquip U.S.A. Consistently earned top ranks in sales performance
in every position by bringing revenues, profits and market share to new heights
.
* Created and executed International Pavilion sales strategy for Photo Marketing
Association growing new exhibit space sales in this segment from $0 to over $54
0K annually in 3 years.
* Negotiated and closed OEM accounts for Photo Control Corporation and delivered
$4.5M in sales in 2 years.
* Revitalized lost accounts for Photoquip USA through long term business relatio
nships and delivered over $2M in annual sales.
* Consistently ranked as top sales producer.
Talented sales strategist who excelled in driving revenues through interpersonal
communication skills with a reputation for building solid, long term business r
elationships. Noted for providing solutions focused on customer needs and develo
ped customer loyalty through extraordinary ongoing customer service.
Highly motivated product evangelist and sales leader experienced in driving mark
et enthusiasm through public speeches to press and industry trade groups. Creati
ve and well respected team player accomplished in turning mediocre performers in
to high performance sales teams. Energetic, results and performance driven sales
executive with a proven track record for positively impacting bottom-line perfo
rmance.
CORE COMPETENCIES
Sales & Marketing Management ? Operations Management ? P & L Management ? Long T
erm Relationship Building ? Event Planning ? New Business Development ? Product
Development ? Sales Force Development ? National Accounts
PROFESSIONAL EXPERIENCE
Executive, International Trade Exhibit Sales May 20
04 – April 2010
Photo Marketing Association International
Jackson, Michigan
Challenged to create and implement an international pavilion business model to g
enerate new revenue for the largest annual photo/imaging industry trade show. Ge
nerated international and domestic exhibitor space sales and sponsorship sales.

Notable Accomplishments:
> Developed sales strategy which provided for $540K in new annual sales and 63 n
ew exhibiting companies by 2007.
Analyzed existing international sales channel relationships and developed new in
ternational pavilion sales strategy focused on local government sponsored trade
show organizers and trade associations who could drive sales through local gover
nment subsidy programs.
> Generated new annual revenues of $200K from trade exhibit sales to individual
exhibitors.
Built long term business relationships with owners of Chinese and Korean compani
es not participating in the international pavilion.
> Negotiated and contracted $200K in sponsorship sales for European annual event
.
> Managed overall day-to-day activities of the Professional School Photographers
Association International and the Association of Professional Color Imagers. De
veloped and implemented educational programming and conference agenda for annual
conferences. Maintained 100% retention rate.
> Listened attentively to customers as liaison for three membership committees.
Evaluated suggestions and recommendations and developed and implemented appropri
ate member services and benefits for each member segment.
Vice President Sales & Marketing Au
gust 2001 – May 2004
Photo Control Corporation
Minneapolis, Minnesota
Recruited to manage and direct overall sales and marketing of publicly traded ma
nufacturer of studio lighting equipment and accessories for the professional pho
tography industry.
Notable Accomplishments:
> Increased revenue by 30% through the development of new products in cooperatio
n with sales and engineering staff.
> Negotiated and closed $3 million in OEM sales to the two largest portrait stud
io companies in the U.S. Facilitated product design and development of OEM produ
cts between key customers and manufacturing resulting in two key contracts.
> Aggressively pursued sales to other key accounts representing $1.5 million in
annual sales.
> Managed and directed a team of company sales personnel and independent reps.
> Designed and executed a proficient process for bringing new products from conc
ept to market resulting in increased sales and reduced costs through efficient w
orking relationship among sales, engineering, and manufacturing staff.
Group Executive, International Office Operations Ma
y 1997 – August 2001
Director of Marketing
May 1995 – April 1997
Photo Marketing Association International
Jackson, Michigan
Developed strategic direction and provided overall operations management of inte
rnational activities for a not-for-profit trade association. Managed 12 offices
outside of the U.S. including sales, budgets, marketing plans, membership growth
and the development of country specific membership services and educational eve
nts.
Notable Accomplishments:
> Increased membership from international markets to over 50% of total membershi
p and maintained a 90% renewal rate and retention rate.
> Negotiated a merger of the Professional Photographic Laboratories Association,
United Kingdom.
> Developed, launched and managed international events, including exhibit space
and sponsorship sales which significantly impacted company performance and image
.
> Provided strong leadership to a team of international directors and headquarte
r staff resulting in efficient, timely and profitable membership services and ev
ents.
> Created and implemented marketing department for industry trade association. D
eveloped marketing strategies for the promotion of overall company image, member
ship services and annual trade show.
President
1986 – 1994
Photoquip USA, Inc.
Eden Prairie, Minnesota
Recruited to lead company from extensive loss to profitable position through inc
reased sales volume, dual office consolidation and cost reduction in two-year ti
meframe. Negotiated and closed contracts with Fortune 500 companies ranging from
$50K to $1.8 million. Through customer loyalty, personally produced over $2 mil
lion in annual sales.
EDUCATION
University of Minnesota
Minneapolis, Minnesota
Bachelor of Science, Business
1975 - 1977
Anoka-Ramsey Community College
Anoka, Minnesota
Associate of Arts, Business
1974 – 1975
University of Maryland
Misawa, Japan
Japanese language
1970 - 1971