Dunja Firestein Adels

Dunja Firestein   Adels


Proven Sales Professional with a strong business development background in high technology B2B and B2C markets, focused on developing profitable new channels, end-user and reseller demand. Self starter, driven to exceed objectives, strong communicator, competitive, creative and collaborative. Consistent multi lingual (6) key contributor to corporate mission, vision and values, expertise in driving organizational development and strategic planning within USA, EMEA, Latin America and Australia.

Work History

Work History
Sep 2008 - Present

Channel Sales Manager Projectors


Sales Management for Ingram Micro, worlds largest IT wholesale Distributor and CDW, a leading provider of IT solutions for business, government and education

·Successful recruited new resellers: VAR, Retailers, e-commerce, Pro AV and IT by developing demand generating sales and marketing strategy for Ingram Micro

·Increased focus on vertical markets; e.g. Gov/Ed, SMB etc, with dedicated offerings, resulting in increased sell through. Grew over all brand share from number 5 to number 3

·Grew the Toshiba projector sales within Ingram Micro 25%

·Significantly increased sales and brand awareness within CDW by dedicated incentive plans, grew sales 78% year over year in Q1 2009

Sep 2007 - Sep 2008

Director of Sales Americas & Australia

Planar Systems - Specialty Home Theater BU

Responsible for the development and execution of the Consumer strategy in US, Latin America and Australia for the mid and high-end Home Theater display market

·Increased sales by 30% of major consumer distributors and retailers by implementing dealer recruitment programs, joint media plans, channel programs and in-field trainings

·Successfully managed six rep firms in the US market and one in Latin-America with increased resellers’ sales and appointed 25% more resellers due to frequent communications, trainings and joint sales calls

·Created processes by collaborating with finance to develop the pricing strategy, forecasting, quarterly and annual planning for the new division

Jun 2006 - Sep 2007

EMEA & Latin America Sales Manager

Planar Systems - Specialty Home Theater BU
New Channel Development for Consumer and Commercial displays in EMEA & Latin America (LCD displays, front and rear projection displays and accessories)

·Successfully appointed 20 key country distributors within 6 months by carefully selecting the market players and obtaining significant commitments

·Increased product and brand awareness to end-users and dealers by creating sales programs, advertising, trade shows, merchandising and PR

Jan 2005 - Jun 2006

Consumer Sales Manager EMEA


Developed and executed a multi channel (retail and CEDIA) consumer strategy for major countries, managed different country retail sales managers and merchandising firms

·Successfully launched the InFocus brand into the retail channel by setting up distribution agreements with major retailers and national custom distributors: Grew market share from 12 to 18% in Europe within 12 months

·Established a back-office infrastructure dedicated to retail by working across functions with finance, product management and technology partners to develop pricing strategy, forecasting, quarterly and annual planning of the consumer products

Jan 2005 - Oct 2003

Business Development Manager EMEA


Successful business development and OEM management for consumer channel

Dec 1998 - Oct 2003

Sales Manager Southern Europe


Established a local sales office for Southern Europe, management and recruited

Inside and field sales people and multi sales channel development

Jan 1994 - Dec 1998

Account Manager/Sales Rep/Customer Service

Developed the European AV and  PC Channel, Account management for major distributors


1994 - 2008

Various Management Courses
1989 - 1992






·        Fluent in  English, Dutch, French, German, Italian & Spanish