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Fax: +1·408·762·3823
E-Mail: Roger Thornburn

A LEADER with a proven track record for achieving business goals in sales, marketing and support. An enthusiastic manager with high integrity and broad domestic and international experience. Management strengths include strategic planning with a direct customer focus, business and organizational problem solving skills and a creative and practical approach. Excellent people development, good communication skills and an emphasis on building effective teams have been hallmarks of my success. Technically strong and computer literate.


IFR SYSTEMS, INC., Wichita KS 1999 - 2001
(Test and Measurement company, focussed on the communications and wireless industries.
Revenue of $150M and 1140 employees)

Vice President of Sales
Worldwide sales, service and support

  • Led the creation of the "New IFR" following the acquisition of Marconi Instrumensts by IFR Systems.
  • Instrumental in developing and implementing a new business strategy focussed on the 3G Wireless market.
  • Grew orders by 15%, without the introduction of any significant new products.
  • Created a cohesive sales team of 4 Sales Regions from 8 subsidaries that were managed by general managers.
  • Introduced new performance metrics for sales and the business units.
GENOA TECHNOLOGY, INC., Moorpark CA 1997 - 1999
(Designs, manufactures & markets test tools and services for the computer and telecommunication
industries. Revenue of $10M and 65 employees)

Vice President of Sales and Marketing
Worldwide sales, marketing, service and support

  • Established a new business unit providing value-added services. Now the largest profit contributor for the company.
  • Developed and implemented a new business strategy for Genoa to grow to $35M by 2001.
  • Created an effective marketing department along with shifting the prime responsibility for defining new products from engineering.
  • Forged a single sales organization providing a complete solution to the customer.
  • Introduced "pay for performance" and effective compensation plans.
GENRAD INC., Concord MA 1995 - 1997
(Manufacturer of in-circuit ATE equipment with annual revenues of $150M and 1000 employees.

Vice President of Sales and Marketing
Worldwide sales, service and support; General Manager of the Board Test Business Unit

  • Grew service and support margins 30% by focussing on unique value added services.
  • Commercial orders increased 22% with 40% of 1996 sales from new customers after identifying the "can't lose" and "must win" accounts worldwide.
(Start-up that designs and manufactures very accurate time clocks and frequency
sources for digital cellular, telecommunication and computer network synchronization.)

Vice President of Sales and Marketing
Responsible for establishing sales channels and marketing program

  • Successfully recruited and established manufacturers reps and distributors.
  • Developed major new market opportunity that more than doubled the revenue.
ANRITSU WILTRON COMPANY, Morgan Hill CA 1989 - 1994
(Third largest Test and Measurement company with revenues of $900M. Measurement solutions
focus on the microwave, telecommunications and wireless markets.)
President and General Manager, North American Sales Company 1991 - 1994
Managed sales, marketing, service, administration & HR for the US & Canada ($40M.)
  • Eliminated loss (25% of revenue) and reduced selling costs as a percentage of sales by 50% within 2 years of company acquisition by setting goals and providing training.
  • Achieved 36% growth for one division and 13% growth for another in a declining market.
  • Developed key account program that led to a doubling of sales at AT&T. Created the business plan, recruited a new team for digital radio market and by forming relationships with key customers achieved 1994 annual target in first 3 months.
  • Led a quality program that implemented sales productivity tools providing automated forecasting, lead tracking and a 20% increase in the sales call rate.
Director of Sales, Microwave Division 1989 - 1991
Worldwide responsibility for $50M through 6 US and 10 international sales offices
  • Increased market share from 14% to 19% by focusing on customer needs.
  • Decreased demonstration inventory 25% ($1.5M), while increasing customer demonstrations by systematic reassessment of processes.
  • Reduced worldwide selling costs as a percentage of sales by 20% by setting clear, measurable goals with effective delegation.
(World leader in measurement, communications and computer equipment)
Marketing and Sales Director for Test and Measurement
Intercontinental Operations, Palo Alto CA
1988 - 1989
Directed sales and field marketing in Japan, Far East, Australia, Latin America, and Canada
including marketing centers in Hong Kong and Tokyo; revenue exceeded $500M
  • Achieved 114% of budget for orders and a 25% growth in revenue.
  • Provided strong focused leadership for the Test and Measurement sales management.
Marketing Services Manager - Test and Measurement, Palo Alto CA 1987 - 1988
Responsible for T&M Sector's "cradle to grave" technology, applications and product training;
promotional program; telemarketing and annual quota setting process
  • Directed a lead generation/telemarketing process for advertising and direct mail that provided qualified leads; sales conversion went from less than 5% to 25%.
  • Designed and executed technical training model for all sales professionals; implemented advanced sales and product training for over 700 sales people.
General Manager UK Sales Company, Pinewood England 1984 - 1987
Managed all business and functional areas with revenues of $380M and 1,800 people
  • Achieved 9% order growth with only 4% cost increase by reorganizing to focus on accounts and industries.
  • Reduced total inventory 7% and accounts receivable over 90 days by 40%.
  • Increased service/support profit 22% by making billing efficiency the key measure.
Sales and Service Manager UK Test & Measurement Group,
Winnersh England
1979 - 1984
Responsible for sales, marketing, service and support operations in the UK and Ireland
  • For 3 years running, increased sales 25% with market growth of 15% and using an innovative marketing approach grew service by 15% versus 0% for the corporation.
  • Incremented revenue 25% per annum, by forming Hewlett Packard's first Project Center - a special engineering unit that provides local systems integration "added value".
DSA Sector Sales Manager, Northern Europe 1975 - 1979
Managed UK, Scandinavian, and Benelux sales for Digital Signal Analysis Equipment
Sales / Sales Manager (Test and Measurement) 1969 - 1975
Promoted from Sales Engineer to Area Sales Manager
COSSOR ELECTRONICS, Harlow UK 1966 - 1969
Microwave Engineer promoted to Project Leader


HND (BSEE), College of Electronics, UK (1966)
Institute of Electrical Engineers, UK
Executive Seminar, INSEAD, Paris
Stanford Executive Seminar
Outward Bound, River Dart Development Center
Team Building Course, Challenge Training Limited
Managing Market Research, Hewlett Packard
Personal Performance Program, Performex