David Orton

David Orton


Business unit General Manager with operational and business process skillset supported with a sales and marketing background including tenures at Bell Canada’s satellite communications group, Rogers Communications, and Glentel. In addition to North American and European experience, I have worked throughout China, India, and the rest of South East Asia.

Strengths include:

  • Implementing measurement and management tools and processes to bring ROI accountability and informative, clear reporting to all business activities and marketing initiatives
  • New product launches into existing markets and pioneering new geographic markets
  • ERP (SAP) & CRM (SalesForce.com) launch
  • Recruiting, training, and managing successful channel (VAR, Dealer, Distributor, OEM), direct sales and sales engineering teams, domestically and across global markets 
  • Revitalizing corporate marketing strategies to include the latest  tools and innovations

Work History

Work History
Jun 2013 - Present

Senior Vice President, Global Business Development & Marketing

IMW Industries

IMW Industries is the largest developer and manufacturer of non-lubricated natural gas compressor technology in the world and part of California based Clean Energy Fuels Corp. (Nasdaq: CLNE), the largest provider of natural gas fuel for transportation in North America. With five facilities in Canada, China, Columbia, Peru, and Bangladesh, IMW currently serves clients in over 30 nations around the globe.

Responsible for annual sales in excess of $100M, I manage the global sales and marketing organization through four Regional Business Development Vice Presidents, and support the sales and marketing efforts of two Country Managing Directors.

Oct 2010 - Jan 2013

General Manager - Construction & Infrastructure Applications


Armtec (ARF-UN.TO) www.armtec.com , is a $500M public, Canadian manufacturing and distribution company providing diverse lines of infrastructure products and technologies through plants and facilities located in every region of the country. Primary verticals include utilities, major commercial contractors, the resource sector, and government. An interactive overview of products and markets can be seen at www.armtecipc.com . Responsible for a $40M business unit including three plants and 100 employees, I carry full P&L responsibility with direct reports including Operations, Engineering, Sales & Marketing, Product Management and Business Analysis for the Commercial & Industrial Applications division in the Pacific Region. 

Margin Improvement: Developed & launched a structured price list with quarterly releases fully integrated with SAP with the result that we lead the country in incremental margin improvement in S&P after three price list revisions and strong adherence to its use.<?xml:namespace prefix = "o" ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p>

Revenue Increase: Implemented a strong freight recovery procedure, displaying weekly per person results, and now lead the country in freight recovery and margin.<o:p></o:p>

Operational Improvement: Launched the first minimum purchase policy in the country reducing these money losing transactions by 40%, increasing minimum purchase averages and invigorating a stagnant dealer channel.<o:p></o:p>

Inventory Control: Created an inventory management process for our key utility account BC that has eliminated pervasive historical monthly variances of up to $450,000.<o:p></o:p>

Sales Process: Successfully implemented a highly effective CRM system that integrates the efforts of the inside and outside teams, and measures all KPIs for outside and Inside sales activities and results. <o:p></o:p>

Market Expansion: Established monthly product Lunch & Learn webinar series with over 100 national and international attendees at each session. These webinars are now being loaded onto the Armtec website as a national training and information resource. <o:p></o:p>

These achievements significantly contribute to the progress and long term success of the Pacific CIA operating group and in several cases are being used or considered as standards for national implementation.

Oct 2010 - Jan 2013

Director of Sales - Pacific Region


Reporting to the Regional Vice President with a dotted line to the National VP, Sales & Marketing, and responsible for a $30M annual revenue budget, I manage the inside and outside sales and customer support teams for the Commercial & Industrial Applications division in the Pacific Region.

  • Hired and trained new regional industrial sales team
  • Successful implementation of SalesForce.com CRM as a national pilot
  • Established new SAP based pricing strategy
  • Executed successful Webinar marketing series targeting an engineering audience
  • Consistently exceeded regional revenue plan
  • Won 5yr (+2+2) $45M exclusive supply agreement with provincial utility
Aug 2009 - Sep 2010

VP Sales & Marketing

Legend Power

Tasked with commercially launching a new industrial/commercial energy conservation technology, I report to the CEO and am responsible for the creation and management of the regional sales teams as well as the corporate marketing strategy and team. I am personally responsible for international licensed distributor development. 

  • Hired, trained and managed East and West Coast direct corporate sales teams
  • Worked with engineering, operations and external incentive funding bodies to develop a highly credible sales process that included technical energy audits, highly accurate savings projection and project proposals, approved and statistically valid measurement and verification procedures and report, and 3rd party audits for funding approval
  • Designed and implemented a unified, measurable and innovative marketing and direct sales strategy that included Social Media, SalesForce.com CRM, targeted calling, webinars, and direct e-mail
  • In nine months took the commercial launch program from zero to:- A funnel of $30M - First national and north American big brand clients (SEARS & RONA) within six months- Inclusion into annual facility capital budgets with Colliers, Brookfield LePage, etc.- Signed an MOU for the sale of the first international distributor license in the UK
Oct 2007 - Aug 2009

VP, Marketing & Business Development

Streamline Technologies - Part of the Arrow group of companies

Streamline Technologies is the technology division of the Arrow group of companies. Arrow has over 700 employees and more than $120 million dollars in annual revenue. Streamline Technologies has two product groups : Streamline Learning Systems (www.streamlinelearning.com) a corporate eLearning development house, and Navistream, an industry leading fleet management. Reporting to the COO, I was responsible for the commercial re-launch of the eLearning division and the commercial launch of the Navistream product.

  • Re-branded the division and instituted new web SEO and online marketing strategies
  • Authored and executed the business plan and re-launch strategy for the eLearning division
  • Authored the business plan and commercial launch strategy for the Navistream fleet management division
  • Responsible for all initial ground up marketing and business development activities for both groups
Apr 2006 - Oct 2007

VP, Marketing & Investor Relations Officer

Unity Wireless Systems

Unity Wireless is a developer and provider of wireless coverage enhancement solutions for cellular operators and custom subsystems for network infrastructure manufacturers with offices in Vancouver, Israel, China and India. Reporting to the President & CEO I manage the sales team of 6 Regional Sales Managers, and ran the company’s marketing, IR , and M&A activities.

  • Successfully integrated the sales teams from three overseas acquisitions, built a unified reporting system  and budget, and layered the new products into the new markets for each of the acquired companies and the parent – Unity
  • Managed the sales team of 6 Regional Sales Managers. Locations included Atlanta, San Francisco, London England, and Israel
  • Executed the company’s annual M&A strategy including prospecting and qualifying suitable $5M - $25M USD targets for either share transactions or externally financed stock & cash deals, managing the negotiations between the CEOs, and selecting and working with the investment banks
Apr 2002 - Apr 2006

VP Business Development

Bell Canada Enterprises - Infosat Communications

Infosat Telecommunications is a leading satellite telecommunications system integrator and services provider. Reporting to the President and CEO, responsible for corporate marketing and brand development, corporate acquisitions, and leading the company’s aggressive growth into new geographic markets.

  • US market expansion. Realized 50% growth in that territory. Identified first US acquisition and closed the first major mobile packet data customer with now over 400 New Mexico State Police Cruisers
  • Identified Pakistan as first major international expansion market, initiating the first major anchor account relationship with Pakistan State Oil
  • Re branded the organization including a new web strategy
Mar 1998 - Apr 2002

Vice President Sales & Marketing

Unity Wireless Systems Inc.

Reporting to the Sr. Vice President & General Manage I managed the sales and marketing team of two sales engineers and the Marketing Manager. I Developed and managed agent, OEM, and major account channel elements

  • Created a global agent channel of 25 technical sales agents in 18 countries in four months
  • Landed first two Chinese OEM orders within 4 months of opening the region. $1.2 MM initial order with semi-annual reorder stream with the second largest Chinese telecom manufacturer close within 12 months of my initial discussions
  • Increased RFQs from one per month to a funnel of 72 RFQs and active projects
Mar 1994 - Mar 1998

National Sales Manager


Glentel is a $100MM+ publicly traded company (TSE-GLN) with terrestrial land mobile radio (LMR) and paging networks, a V-Sat network, mobile satellite and long distance service, as well as an eleven branch chain of commercial RF branches and a 100+ store wireless retail division. Reporting to the Vice-President of Operations, I managed a national sales and marketing team of 12 managers in five sales groups: Glentel Mobile Satellite Network, Government Mobile Satellite Network, Glentel Paging Network, Glentel Wireless Centers, and Glentel Wireless Wave Stores.

  • Achieved 80% market share at the launch of the new mobile satellite service
  • Closed the first corporate account pre sale of 25 satellite communicators and $1.2M in airtime commitments to Shell Oil Corp. six months before the satellite was launched or terrestrial equipment was manufactured
  • As a member of the management team, designed and launched a new wireless retail strategy "Wireless Wave" which quickly grew into a multi store chain.
Feb 1987 - Feb 1994


Rogers Communications

In 1989 Rogers Cantel established its stores division by purchasing TCG International’s 17 store chain of Cantel Service Centers called Speedy Celtel. The Stores Group quickly grew to over 30 locations including the first retail concept store at the Eaton Center complex in Burnaby B.C.

  • Retail Concept Branch Manager (1991 to 1994)A team of 12 sales and administrative people. Top paging branch in Western Canada, second nationally, 1991 to 1993
  • Commercial Branch Manager (1989 to 1991)A team of 20 sales, technical and administrative personnel
  • Sales Manager - Top Branch, Western Canada (1988 to 1989)A team of 11 sales personnel
  • Direct Sales Representative - Top Sales Representative (1987 to 1988)



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