Sonitrol strengthens corporate team
By Martha Entwistle
Updated Thu December 1, 2005
BERWYN, Penn.-- As Sonitrol brought yet another franchise under corporate oversight last month, it was also strengthening its management team by realigning and adding personnel to its corporate headquarters here.
Alex Gellman, Sonitrol's chief operating officer, now has the additional role of president of the verified electronic security company, where he will be charged with the day-to-day management of the company.
Gellman joined Sonitrol as senior vice president and chief operating officer in March 2004. He summarized his goal in this new role: to capitalize on Sonitrol's intelligent verification solutions to grow revenue and market share.
To back up these efforts, Sonitrol bolstered its marketing department, hiring Gregg Groenemann as vice president of marketing and two other staffers. Groenemann's responsibilities include lead generation, targeted sales campaigns, brand management, advertising, public relations, online marketing and sales tool development.
Gellman said revamping the marketing department "is part of an overall corporate effort to drive the sales process and results companywide, and to continue to strengthen Sonitrol's presence in the market."
Ray DeZarate was promoted from vice president of national accounts to senior vice president of sales, where he is now responsible for growing Sonitrol's direct sales capacity in North America and generating growth in key vertical markets.
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