Bashar Bayya

A conscientious and performance-driven professional with over 21 years of Sales & Marketing,
Business Development, Distribution & Channel Management, New Product Launch, Training, and Managing Director EMEA experience in the medical equipment industry. Serve as a strategic growth catalyst for driving initiatives to achieve targets, boost revenues, and maximize ROI while exploring new marketing avenues to increase consumer preference and sales volumes. Adept at delivering high-quality services, achieving high customer satisfaction, and recommending impactful procedures. Competent in business valuations, industry analysis, sales forecasting, and driving new business through key accounts and partnerships. Excels at managing country P&L, Budget, and Business Plan and achieving target sales growth objectives. Agile leader blends technology skills with extensive experience, a marketing orientation, and analytical abilities to evolve product strategy.

• Manage a diverse portfolio across Healthcare (all divisions), Commercial & Retail sectors within the EMEA region.
• Develop and implement strategic plans to grow the customer base and build strong, long-lasting customer relationships by deeply understanding their business needs.
• Understand category trends and customer needs to develop proposals and presentations to
communicate value propositions.
• Develop and implement business strategies to achieve short- and long-term goals in the key
areas, i.e., market expansion, product development, market penetration, and the organization’s
future growth.
• Negotiate new contracts to ensure the best terms and conditions and develop supplier/vendor relations to secure cost-effective solutions that deliver optimal value.
• Collaborate with stakeholders on new product launches, promotions, advertising, and public
relations activities.
Key Achievements
• Managed the product implementation through the healthcare, commercial & retail in EMEA
regions, finding reliable partners in each country.
• Expanded the market territory in EMEA by achieving a new sale at a strategic customer account in all fields, such as Royal Palaces & Clinics, MOH & Private customers, and factories.
• Prospected and closed deals through aggressive sales techniques, custom product offerings, and integrated solution selling to deliver profitable growth/margin.

AL FAISALIAH MEDICAL SYSTEMS (FMS)
Country Manager-Saudi Arabia (EP), Bahrain & UAE / Bahrain Branch Manager-Bahrain/ Eastern
Province Branch Manager-KSA Jun 2006 – Dec 2019
• Managed branch operations, including sales and marketing, to achieve consistent sales and
market share growth for a broad medical equipment portfolio.
• Conducted market research and analyzed trends to identify customer needs, competitor activity, and sales potential and determine product/service offerings, pricing, and credit policies based on market insights.
• Mapped staffing requirements, recruited and hired qualified personnel, and fostered a positive
and productive work environment.
• Oversaw sales, marketing, service, finance, HR, and back-office teams; developed and managed budgets; and authorized expenditures to achieve financial goals.
• Implemented marketing strategies to expand market share and solidify presence in the core BDF & MOH markets.
• Mapped staffing requirements; recruited, selected, trained, and coached a high-performing
team; evaluated performance; provided feedback and made disciplinary or promotion decisions.

Key Achievements
• Cultivated and retained strategic partnerships with leading medical equipment manufacturers such as Philips, Covedien, Leica, Trumpf, Penlon, Hansen, Biotronik, Castellini, Stryker, Medical Coach (Mobile Clinics), Bausch & Lomb, Technolas Perfect Vision, Canon, Castellini, ASCOM, NeuroTherm, Angio Dynamics, KLS Martin, STERIS, Smith & Nephew, Brain Lab, HT, Maquet, Elekta, etc.
Country Manager Saudi Arabia ER, Bahrain & UAE Sep 2017 - Jun 2019
• Collaborated with internal/global teams to streamline service delivery processes.
• Analyzed customer demand trends through data analysis and translated insights into actionable strategies.
• Provided technical expertise on product development to guarantee quality standards and developed innovative pricing models to optimize revenue generation.
• Resolved customer concerns swiftly and effectively while giving personalized and high-quality support to achieve 100% customer satisfaction and retention.
• Drove business growth by negotiating/securing favorable terms with vendors, identifying new opportunities, creating sales plans, nurturing customer relationships, and building strategic partnerships with local collaborators to amplify marketing campaigns.
• Oriented/trained new hires, monitored team performance, and provided ongoing support to achieve departmental goals.
Key Achievements
• Strengthened all operations, including sales, marketing, category, trade utilization, product mix, productivity, finance, and HR, and surpassed sales targets by 35%.
General Manager Jordan & Levant Cluster Apr 2017 - Sep 2017
• Identified new markets, developed sales plans, managed customer relationships, and built strong partnerships to achieve market share growth.
• Managed cross-functional teams across countries, coordinated internal teams for efficient service delivery, and aligned operational goals to achieve timely project delivery and exceptional customer service.
• Built strong relationships with international partners and local teams, fostered knowledge sharing of regulations and customs, and coordinated with global teams to achieve corporate objectives.
• Coached and motivated teams, developed personal growth opportunities, and ensured efficient conflict resolution to empower employees to deliver exceptional results.
Key Achievements
• Managed relationships with major partners like Philips, Trumpf, Penlon, Stryker, STERIS, HT, and Elekta.
Country Manager Saudi Arabia & Bahrain Apr 2014 – Apr 2017
• Streamlined service delivery processes by collaborating with internal teams, delegating tasks, and fostering a culture of continuous improvement.
• Analyzed customer demand trends through data analysis and translated insights into actionable strategies.
• Sourced new business opportunities and provided personalized investment advice based on individual needs and goals.
Key Achievements
• Built and sustained relationships with business partners and performed a direct sale to establish sales and customer references as a new company in Bahrain, i.e., Leica, Trumpf, Penlon, Hansen, Biotronik, Castellini, Stryker, Medical Coach (Mobile Clinics), Bausch & Lomb, Technolas Perfect Vision, Canon, STORZ, Castellini, ASCOM, NeuroTherm, Angio Dynamics, KLS Martin, Elekta, etc.
Bahrain Branch Manager Feb 2010 - Jun 2014
• Directed daily branch operations, including but not limited to cash management, opening and closing procedures, account maintenance, and organizational and documentation compliance.
• Communicated and implemented new ideas and strategies to improve sales, marketing, and staff development while coordinating promotional events to attract new customers and expand the branch network.
• Conducted regular branch audits to ensure operational accuracy and compliance with regulatory procedures.
Key Achievements
• Cultivated valuable relationships with key business partners, including Leica, Stryker, and Bausch & Lomb, to secure favourable terms and establish a solid sales and customer reference base for the new company in Bahrain.
• Overcame increasingly difficult service level requirements combined with reducing employee turnover by 5%, maximizing customer satisfaction, and exceeding monthly sales goals by 35% through effective leadership, guidance, and motivation.
AL FAISALIAH MEDICAL SYSTEMS (FMS)
Sr. Product Specialist Ophthalmology, Dermatology/Acting Branch Manager ER 07/2008 - 02/2010
Sr. Product Specialist Ophthalmology & Dermatology 06/ 2006 – 07/2008
• Managed ophthalmology and dermatology product lines as Branch Manager in Emergency Room settings.
• Oversaw sales, marketing, and technical support for advanced ophthalmic and dermatologic equipment.
• Specialized in the sales, training, and support of advanced ophthalmic and dermatologic equipment for leading global manufacturers, including:
o Bausch & Lomb: Excimer Lasers, Phaco Machines, Surgical Instruments, Orb Scan System, Intraocular Lenses.
o Heidelberg Engineering: HRT3, HRA2, SL-OCT, HRC, HRA-OCT Spectralis.
o Canon: Fundus Cameras, Auto Refractometers, Refractometers, Tonometers.
o Meccanottica Mazza: Ophthalmic Examination Units.
o Reichert: Lensometers, Portable Slit Lamps, Tonometers, Auto Refractometers.
o Keeler: Slit Lamps, Cryomatic Systems, Ophthalmoscopes, Indirect Ophthalmoscopes, Otoscopes.
o Leica: Operating Microscopes (Ophthalmic, ENT, Neuro).
o Quantel Medical: Green Laser 532 nm, Infrared Laser 810 nm, A/B Scan, Pachymeter.
AL SALEHIYA ESTABLISHMENT, RIYADH
Sales Executive-Business Development Department 08/2004 – 08/2006
• Developed and expanded business opportunities in ophthalmology, dermatology, urology, gynecology, and osteoporosis product lines.
• Led product demonstrations, sales, and training for medical professionals on advanced technologies, including:
Ophthalmology
o SCHWIND: Excimer Lasers
o Meridian: Portable Lasers for Glaucoma and Retinal Detachment
o XELENS: Intraocular Lenses (IOL)
o IOL Tech: Intraocular Lenses, Phaco Machine (Penta-sys), Consumables
o HUCO Vision / Surgitrac: Microsurgical Instruments
o SBISA: Ophthalmic Units, Chart Projectors, Autorefractometers, Retinoscopes, Ophthalmoscopes
o Odyssey: Punctum Plugs
o Dioptic: Surgical Drapes, UV Glasses, Microkeratome Blades, Sponge Spears
o Accutome: A/B Scans, Pachymetry, Surgical Instruments
Dermatology
o ASAH: Laser Systems for Hair Removal, Vascular Pigmentation, and Pigmented Lesions
o Cortex: Derma Lab Equipment (Sebum Kit, Nitrogen Set, Ultrasound Scanner)
o DDD – Danish Dermatologic Development: Light Therapy Devices (Light, Flex)
Urology & Gynecology
o Neotonus: Electromagnetic Therapy Systems
Osteoporosis
o DMS: Bone Densitometry (Lexxos, Paladio) using X-ray technology
o IGEA: DEXA and Ultrasound Bone Densitometry Systems
• Successfully collaborated with healthcare providers to integrate medical technologies, improving patient outcomes and expanding the market share for the company.
AL BASAR CO.
Sales & Service Supervisor 04/2004 – 08/2004
• Supervised sales and service operations for ophthalmic and diagnostic equipment, ensuring smooth execution of installations, demonstrations, and maintenance support.
• Managed key ophthalmic product lines and provided training and service on a wide range of advanced technologies, including:
Key Product Lines
o Paradigm: Workstation Ultrasonic AB Scan P45, Ultrasound AB Scan P37, Corneal Topography, Pachymetric Analyzer P55, Biometric Analyzer P20, Autoperimetry System LD 400, Ultrasound Surgical Workstation (Precisionist), Laser Cataract Extraction (Photon).
o Corneal: IOL, Viscoelastic Gels (Viscoreal, Viscorneal Plus, Bicorneal, Viscil, Skgel), Capsular Tension Rings, Phaco Machines
o Propper Star: LIO, Ophthalmoscopes, Retinoscopes, Otoscopes
o Keeler: Vantage Indirect Ophthalmoscopes, Retinoscopes, Ophthalmoscopes, Otoscopes, Cryo Master, Applanation Tonometers, Slit Lamps, Keratometers
o Shin Nippon: Ophthalmic Units, Slit Lamps, Chart Projectors, Auto Refracto-Keratometers, Lens Meters, Phoropters, Keratometers, YAG Lasers (Syl 9000), Handy Slit Lamps, Handy Auto Refractometers
o SBISA, Meccanottica Mazza, Woodlyn, Oasis, Ocular, Ophthalmic Surgical Instruments: Trail Lenses, Prism Bars, Instruments, Lenses (Argon/YAG, Diagnostic, Indirect), Knives, IOL Injectors, Sutures
o Volk: Aspheric Optics
o Optikon: Ophthalmic & Diagnostic Instruments, Cryosurgery, Phaco Machines, Biometric, Corneal Topography Systems
o ASICO, PMS, HUCO, Duckworth & Kent: Ophthalmic Surgical Instruments
• Coordinated between sales teams and clients to provide timely service support and ensure optimal use of equipment
• Actively contributed to driving sales growth through exceptional product knowledge and customer service
SAUDI SERVICES & HEALTH CARE
Senior Sales & Service Engineer 07/2002 – 07/2004
• Provided sales and technical support for advanced medical devices and surgical instruments, specializing in ophthalmology and related healthcare equipment.
• Delivered product demonstrations, installations, and maintenance services for a range of cutting-edge technologies, ensuring customer satisfaction and seamless integration into medical practices.
Key Product Lines
o VISX: Excimer Lasers
o IRIDEX: Green Lasers and Infrared Lasers
o Kerby Lester: Counting Machines
o US-IOL: Intraocular Lenses (IOL), Viscoelastic Gels (Syner Gel), Punctum Plugs, Surgical Sutures (Blue Silk, Black Nylon)
o IOL Technologie: Intraocular Lenses, Phaco Machines (Penta Sys)
o Croma Pharma: Ophthalmic Gels
o Surgistar, Stephens, Rhien Medical: Surgical and Microsurgical Instruments
• Collaborated with medical professionals to optimize the use of these technologies in clinical settings, contributing to improved patient outcomes and enhanced operational efficiency.

Master's Degree of Physical & Biomedical Electronic Engineering | National Technical University, Ukraine – Kharkov 2001