Major shift in strategy for Simrad

LYNNWOOD, Wash. – Marine electronics manufacturer Simrad, Inc. has shifted its corporate sales strategy and appointed several new managers to ensure the success of the new initiative, the company said in a release yesterday.

Company president Brian Staton said Simrad will no longer be a product driven category company, but a market segment driven company instead, and he emphasized the critical role the new managers will play in the ongoing restructuring and growth plan that began earlier this year.

“By channeling our resources to meet the very different and specific needs of the various marine markets we serve, we will improve ourselves across the board,” Staton said. “We are going to be a better and stronger partner for the members of our nationwide dealer network, helping them to better meet their individual business needs. By doing so, we’ll strengthen our relationship with the end user and build on the customer loyalty that is so important in this competitive market.”

To help make this plan a reality, Simrad, Inc. has promoted four managers from within and given them direct responsibility for the identified key market segments, the company said.

New appointments
David Parkinson has been appointed Yachting Sales director and will oversee all sales activities for the recreational/yachting market including sailing, sportfishing, powerboating and megayacht business. He will be based in Simrad’s Dania, Florida facility.

Mike Hillers has been named Commercial Sales director, and will be responsible for developing sales within the commercial markets, including fisheries and coastal marine. Hillers will operate from the company’s Lynnwood headquarters.

Jeff Condiotty will now serve as Government Business director, where he will be responsible developing important government contracts and sales of high-tech Simrad marine electronics systems for research vessels, fisheries resource studies and search & rescue vessels. Condiotty will also be based at corporate headquarters in Lynnwood.

Simrad veteran, Tom Burke will continue to operate from Dania, but will now oversee product development coast to coast as National Product director. All four managers will work closely with and report directly to Staton.

Simrad’s changes began to emerge earlier this year with the centralization of the company’s nationwide service functions into its Lynnwood, Washington headquarters and the evolution of its Dania, Fla., facility from service to an East Coast sales and training facility. This was followed by a rapid expansion of the company’s Technical Service and Product Support functions in Lynnwood, achieved through a combination of new hires and internal promotions.

“This has been a very busy year for us—but we’re just getting started on a long road that will bring us closer to our dealers and our customers,” Staton said.

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