Rafael Fernandez Martinez

• Drives and executes the strategy for growth for the East region of the United States, East of Canada and Latin America for the aftermarket business of Pall Water´s MF/UF installed base with offerings including services, replacement parts, upgrades and process improvements. • Manages key accounts, develops and implements plans for market penetration and growth for the consumables part of the business.

• Coordinated product offering conversion in Pentair´s new presence in Brazil in quick and financially beneficial approach. • Supported Latin American strategic positioning by defining and developing necessary new or modified products that increased competitiveness and therefore sales growth in region. • Supported New Product Development (NPD) efforts to reduce time necessary until product is released to market becoming a new source of sales.

• Defined and executed strategy for different countries to achieve double-digit growth focusing efforts in areas with higher level of activity. • Interacted with architectural and construction firms for projects that include new and redesigned installations in order to become first equipment vendor choice and be specified for future projects. • Visited regularly different region’s local distributors and dealers to support them technically with training and project scope of supply definition and its specification to increase rate of secured projects.

• Continued as Sales Manager for Spain and Portugal modifying strategy to focus towards market niches that presented highest level of activity and where company’s technology presented strongest benefits. • Focused efforts on power generation industrial water treatment market creating strong value-proposition that translated into securing 3 new projects for value of $1.5M. • Defined unique product line and approach for conventional RO protection market resulting in standardization of offering reducing cost and increasing efficiency on route to market response increasing competitiveness. • As key account manager, managed global international water treatment projects through collaboration with Spanish Engineering, Procurement and Construction (EPC) firms. • Coordinated necessary resources from different global regions and departments for collection of preliminary data, plant design and costing associated, quote creation, negotiation and contract definition becoming functional global entity which allowed to compete in previously unobtainable international projects. • Positioned company in market by being involved in relevant international associations for market as International Desalination Association and Global Water Intelligence. Attended at congresses as Pall Corporation delegate. • Undertook dynamic program of interaction with leading consulting firms for water treatment market globally become, as result major technological partner. Sales Manager (2002 – 2010) Directed water processing division covering areas of desalination of sea and brackish water, drinking water, waste water and industrial water for Spain and Portugal. Sales Engineer (2000 – 2002) Designed, marketed and sold filtration systems for water treatment industry, selecting ideal technology for application – disposable, backwash and hollow fiber membrane – for desalination of sea and brackish water, waste water reuse and drinking water treatment.

Western Hemisphere Market Manager Managed gas processing market in US and Latin America. • Developed and implemented short and long term strategic business plans, provided marketing support and directed and supported distribution network giving as a result growth of market. • Developed and maintained high profile accounts working together with customers to form mutually beneficial relationships. • Chaired international focus team formed to analyze current and future needs of market that maintained technology leadership and increased market penetration. • Coordinated with research and development and laboratory internal groups all scientific and technical support to fulfill market / customers’ needs in products and services improving company’s value proposition. Sales Engineer Latin American Region Designed, marketed and sold filtration and liquid / gas and liquid / liquid coalescing systems for refining and gas processing industries. • Grew the market to close sales totaling $1.4M USD in 1998. • Analyzed market and international business trends to identify areas of growth. Developed and implemented strategic business plans increasing company´s market share. • Managed network of Latin American distributors to maximize territory coverage. • Developed and conducted on-site training seminars for customers and distributors; coordinated on-site laboratory customer support and process analysis increasing customer support and loyalty.

JACUZZI BROS., Little Rock, AR 1994 - 1996 Product and Design Engineer Quality Engineer Test Engineer - Internship