International Commercial & Marketing Director · EMEA

Driving growthin demanding markets.

25+ years building distributor networks and developing B2B across EMEA — medical and dental devices. Commercial Director · Business Development Director · Country Manager · Export / EMEA Network Manager

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25+
years of experience
14
EMEA countries led
+56%
growth delivered
110M€
revenue managed
100+
people trained
01Profile

International commercial director specialised in B2B development, distributor network building and growth across demanding markets. A career in medical and dental devices: leading networks, training teams, launching products and building lasting partnerships — with method, commitment and pragmatism.

i

Trusted relationships

Quickly building strong ties with teams, distributors, clients and partners.

ii

Vision + field

A clear strategy that never loses sight of the field or market realities.

iii

Knowledge transfer

Training, coaching and growing the skills of teams and B2B networks.

iv

Pragmatism

Ideas turned into simple, tracked action plans that move revenue.

v

International mindset

Adapting to countries, cultures, sales channels and regulatory environments.

vi

Commercial drive

Opening doors and moving projects forward with consistency.

02Core expertise

Three levers, one standard of results.

Commercial development

Revenue growth, B2B prospecting, key accounts, tenders and distributor network management.

Management & transformation

Team building, coaching, territory restructuring, and steering by objectives and KPIs.

Marketing & go-to-market

Product launches, EMEA plans, communications, trade shows, catalogues, SEO/SEA and Salesforce CRM.

03Professional experience

A career built over time.

2026Jan. 2026 — Present

Independent Consultant — Sales & Marketing

IT & Cosmétiques · France
Entrepreneurial environment
  • Commercial development, trade-show preparation, product launches and sales materials.
  • Marketing content creation, press relations and communication materials.
  • Digital strategy, SEO / SEA and structuring of the commercial offer.
  • Launch advisory: positioning, sales priorities and marketing action plan.
2021Jan. 2021 — Dec. 2025

B2B Sales Manager — Western Europe

B Medical Systems (Azenta Group) · Medical Devices
€110M · 320 employees · 14 countries
  • Commercial leadership across 14 countries, delivering +56% growth in 2021.
  • Cross-selling development to broaden portfolio penetration.
  • Distributor network restructuring: exits, selection and onboarding of new partners.
  • Launch of the “B Medical University Education” training platform.
  • Opportunity development with major international pharmaceutical groups.
  • Salesforce integration, monthly reporting and tender support.
2010Jan. 2010 — Dec. 2020

Senior Product Manager EMEA

Ormco (Danaher Group) · Medical / Dental Devices
EMEA revenue: €131M → €153M · Global 2019: €550M
  • Member of the EMEA management committee, contributing to regional growth plans.
  • Deployment of the Danaher Business System (DBS) and go-to-market planning.
  • Training of 100 sales reps, 80 customer-service staff and 25 distributors.
  • Product launches awarded a Launch Excellence Certificate.
  • Portfolio rationalisation and integration of lines from other Danaher entities.
  • KOL network development, university partnerships, forecasting and KPIs.
2000Jan. 2000 — Dec. 2009

Regional Sales & Marketing Manager

Ormco (Danaher Group) · France, Belgique, Luxembourg
€30M · 11 sales reps
  • Performance and margin management, objectives and field action plans.
  • Recruitment, performance reviews and team development.
  • Territory reorganisation and improved commercial efficiency.
  • Internal and external communication: newsletters, trade shows, congresses, catalogues.
Country Manager BeluxOrmco (Danaher Group)1998 — 2000
Account Manager — Medical DevicesSIMS Graseby1997 — 1998
Sales Representative Wallonia & LuxembourgOrmco (Danaher Group)1994 — 1997
04Education & expertise

Education

  • Digital Marketing & E-CommerceGoogle & University of Luxembourg · 2024
  • Project Management CertificationGoogle & University of Luxembourg · 2024
  • BA Business Administration & Int. MarketingUniversity of Huddersfield, UK · 1994
  • Bachelor Marketing & DistributionUCL-HELA · 1992

Tools & digital

  • Salesforce CRMCommercial steering & reporting
  • QlikSense · Smartsheet · WorkdayData & management
  • LinkedIn Sales NavigatorB2B prospecting
  • SEO / SEA · MS OfficeDigital & office

Languages

  • FrenchNative
  • EnglishFluent
  • DutchIntermediate
  • Italian · GermanLearning
Contact

Let’s discuss your growth.

Available immediately for assignments or a commercial leadership role, in France and internationally.

France · Available immediately

© Xavier Sellier — International Commercial & Marketing Director Legal notice