The Covid-19 situation is driving innovation in medical technology, mobility, and anti-microbial surfaces, which is being recognised by thermoplastics giant, Sekisui Kydex. The company’s international sales team has been steadily growing since 2005, with careers and new positions added to increase customer support in medical and emerging markets, the latest of which is the appointment of Ruben Bake as international business manager.
According to the company, it is poised to continue to grow and support sales internationally, with assistance from its innovation centres – the appLab and designLab – as well as its Quick Response Manufacturing model. Sekisui Kydex is realigning international sales and distribution resources, with Bake being responsible mainly for supporting customers in the EU and China.
Nik Taritas, VP of sales at Sekisui Kydex, stated, “Ruben has been a great addition to the team. His marketing, sales and language skills make him uniquely suited to take on this important role as we continue to expand our reach outside of North America. Ruben will help us better understand current and future supply chain complexities from an international perspective, and this information will be critical to our growth and strategy moving forward. Sekisui Kydex looks forward to seeing Ruben thrive in this new role.”
Bake is being tasked with identifying new opportunities for growth in existing and emerging markets, while also calling on OEMs, thermoformers and key specifiers. Bake will continue to manage the mass transit market, with the company’s regional business managers assisting with bus OEM responsibilities. Bake will be supported by a team of sales representatives and distributor partners, including Andy Hinsley in the UK, Philippe Raynard in Europe, Sekisui Seikei in Japan, and King Pacific in China.
“I’m focusing this new opportunity specifically in the medical market to get to know partners and distributors and help them with whatever they need. My biggest goal for the year is to have a solid understanding of the market for EU and China, and what the right marketing mix is for those markets. I have spent my whole career in international roles. It’s what I love doing,” said Bake.
Bake was born into a German-speaking household in Venezuela, and has lived in The Netherlands, Germany, Brazil, Belgium and the USA. He possesses a varied background and cultural understanding that the company believes will help continue to advance its international reach.
Bake holds a Bachelor of Science in Mechanical Engineering and Master of Business Administration from the University of Delaware, USA. His educational background also includes Executive Education in Mergers and Acquisitions and Strategic Marketing from the University of Chicago Booth School of Busines,s and Northwestern University Kellogg School of Management, respectively.
