Reichert restructures marketing function

Buffalo, NY

-Reichert Inc. has restructured its marketing function in an effort “to meet the growing demands of the company’s vast product portfolio and improve performance through better focus and accountability,” according to Jerry C. Cirino, chairman and chief executive officer.

The centerpiece of this new structure, according to the company, is the creation of traditional product management functions. It also includes the establishment of a marketing communications department that will support product management, sales, and corporate functions.

David Biggins will manage the tonometry/pachymetry product lines, David Taylor will manage the advanced diagnostic product line, and Edward Bujanowski will manage the marketing communications department. All three will report directly to Ted Newill, vice president of sales and marketing.

The newly implemented product management structure will allow for better management of product development and launch, dealer training, and global marketing strategies for each product line, said Cirino.

“I am convinced that this new structure will provide the best framework for Reichert to grow in all of the global markets we serve,” he added.