CARL A.

BERTHOLD
309 Santa Anna Drive * Lake Charles LA 70611
Cell: 337-936-1331 * cb9f74c0@westpost.net

SALES AND MARKETING EXECUTIVE

MBA | INTERNATIONAL BUSINESS
Customer-oriented sales and marketing professional with strong technical acumen
and extensive global experience in sales, distribution, and logistics across mul
tiple industries. Excels at mentoring and motivating staff; identifying and max
imizing revenue opportunities; and introducing processes and systems that reduce
costs, improve productivity, and increase profitability. Go-to person to drive
change and lead rebranding and repositioning initiatives. English fluency with
conversational Spanish and Portuguese.
CORE COMPETENCIES
New Business Development * Branding * Internet Marketing * Channel Development *
Territory Management * Product Marketing * P&L * Business Plans * Strategic Pla
nning * Team Leadership * Competitive Analysis

PROFESSIONAL EXPERIENCE
INDEPENDENT SALES REPRESENTATIVE, AGRILECTRIC RESEARCH CO., Lake Charles, LA, Oc
t 2009 to Present
GLOBAL DIRECTOR OF SALES AND MARKETING, AGRILECTRIC RESEARCH CO., Lake Charles L
A, Oct 2006 to Oct 2009
Seller of rice hull ash (produced by sister divisions renewable energy power pla
nt), used in steelmaking, solid-liquid filtration applications, absorbents, and
soil amendments; division has annual sales of $4 million.
Recruited to reposition company to target higher-profit / higher-margin industri
es and markets. Managed four direct reports overseeing export steel sales, shipp
ing, production/packaging, and laboratory services; administered $1 million annu
al budget. Drove rebranding and international re-launch with simultaneous respon
sibility for all sales, product management, marketing, advertising, distributio
n channels, and export sales.
* Rebranded and re-launched 20- year old filtration product line to leverage its
higher profit margin, resulting in annual filtration sales growth of 6%, 8%, an
d 28%.
* Generated a 15% incremental increase in profit through strategic selling and p
rice increases.
* Created a packaging design that surpassed the competition while lowering yearl
y packaging and inventory costs by $50,000.
* Reduced equipment maintenance expense by $100,000 per year by partnering with
Production and Packaging staff to improve maintenance procedures and ensure equi
pment reliability.
* Enhanced customer satisfaction by leading an initiative to build an on-site fi
ltration lab.
SALES MANAGER, KLEAN TOUCH PRODUCTS, Greenville OH, 2003 to 2006
Importer of disposable gloves used by healthcare and foodservice professionals,
with five employees and annual sales of $600,000
Hands-on participant in company startup; managed five direct reports; $200,000 a
nnual budget; and all marketing, advertising, and promotional activities. Identi
fied, qualified, and signed clients; developed pricing and products.
* Used customer-centric strategies to grow revenue from zero in 2003 to $600,000
in 2006, despite competing in a mature, commodity-driven environment:
* Established an outbound call center staffed by employees who proactively calle
d customers and asked for new orders.
* Developed and managed product lines that targeted specific markets- PPE, Safet
y, Absorbents.
* Pursued GSA and local government bids/contracts for sales of products.
* Eliminated $10,000 in annual fuel costs by implementing a product distribution
system for local and state-wide deliveries.

REGIONAL SALES MANAGER, HOLLINEE, Groesbeck TX, 2000 to 2003

Producer of non-woven roll media used in air filtration and liquid filtration ap
plications, with annual sales of $200 million, 200 employees, and four productio
n facilities
Supported four plants and all product lines, directing $16 million book of busin
ess in Central US, Central America, and South America. Developed distribution ne
twork to increase sales; collaborated with engineering staff to create unique li
quid filtration media.
* Increased market penetration by devising and executing strategic marketing and
pricing initiatives, resulting in $.5 million in sales within 12 months.
* Improved productivity, profitability, and client satisfaction by implementing
a pull through inventory system; sales to one customer jumped by $600,000, with
an accompanying inventory expense reduction of 12%.
* Generated substantial recurring revenue stream ($35 million over five years) b
y negotiating to become a single-source supplier of filtration products.
* Grew sales to one customer from $800,000 to $1.4 million with a performance-ba
sed rebate agreement.
DIRECTOR OF SALES, EAGLE-PICHER MINERALS, Reno NV, 1990 to 2000
Mining company producing diatomaceous earth filter aids and other products used
for filtration, fillers, steel, absorbents and soil amendments with three plant
s, 350 employees, and annual sales of $120 million
Sold for Clark Products, one of three manufacturing facilities; managed four dir
ect reports and $1.2 million budget.
* Recruited and trained outside national sales team that delivered $11.2 million
in first-year sales of oil absorbents to OEM, Oil Jobbers, JanSan and large ret
ailers.
* Partnered with technical staff to develop a proprietary automotive product tha
t contributed annual net profit of $180,000.
* Led development and launch of a screened diatomaceous earth product targeting
the gas chromatography industry; delivered sales of $144,000 at 450% profit.
As Product/Brand Manager for soil amendment product used on golf courses and bal
l fields:
* Increased sales from $400,000 to $1.6 million in three years, selling for 300%
more than regular product line.
PUBLICATIONS & PRESENTATIONS
"Rice Hull Ash and Its Filtration and Separation Applications," presentation, 20
08 World Filtration Congress; "Rice Hull Ash Production, Processing, Application
s and Product Development, "presentation at 2007 AFS Southwest Chapter Meeting;
"Rice Hull Ash for Water Treatment," published in Filtration News, September 200
8; Using ProFix to Convert Hazardous Waste Generation of Waste Stream to Dischar
geable Waste Stream and Non-Hazardous Disposal of Solids: A Case Study, presenta
tion, AFS Spring Conference, 2010.
MILITARY
Honorably discharged: US Marine Corps, Staff Sergeant, Air Crewmember Wings
EDUCATION & TRAINING
MBA in Marketing, Wright State University, Dayton, OH
BS in Business w/emphasis in Marketing, Wright State University, Dayton OH
Negotiations and Decision Making, Dr. Victoria Medvec (two-day workshop)
AFFILIATIONS
Certified Air Filtration Specialist (CAFS), NAFA, certification lapsed
American Filtration and Separations Society