Steiner, a world-leader in the manufacturing of sports optics, has assembled a new sales and marketing team to better address Steiner’s growth in the hunting/outdoor, marine, military/LE and specialty retail channels. The new team and structure was announced by Dale Pratt, general manager of Burris Company

“In an effort to better address the needs of our marketing channels, we have assembled a new sales and marketing team for the Steiner brand,” said Dale Pratt. “With more dedicated manpower, we’ll be able to aggressively respond to market opportunities and challenges.”

The new team includes:

  • Ross Gilsrud – Steiner Channel Manager – Hunting & Shooting
  • Michael Miller – Steiner Channel Manager – Specialty Retail
  • Chris Aruta – Steiner Channel Manager – Marine
  • Matthew Joyner – Director of Business Development – Government/LE

Current Steiner Sales Manager, Martin Noller, was promoted to Steiner Channel Manager for Key Accounts – Hunting and Shooting Channel.

Dennis Phillips, who previously handled marketing for both the Burris and Steiner brands, will be dedicated to the Steiner brand with responsibility for all advertising, collateral development, trade promotions, public relations, social media and web marketing.

The new sales and marketing team will report to Tom Frane, Vice President – Sales, Marketing and New Business Development.  “We are excited to have this new team of talented and experienced sales and marketing professionals in place”, said Frane. “We’re now prepared and able to direct our efforts on channel-specific sales and marketing programs with the goal of bringing Steiner to the forefront of optics sales in North America.”

Ross Gilsrud will be responsible for managing sales to independent dealers across the U.S.  He is an accomplished outdoor sales and management professional with over 15 years of experience. Gilsrud comes to Steiner from Yakima Products where he was Regional Sales Director for the West.

Michael Miller’s responsibilities include sales to electronic, photo and on-line retailers.  He is a sales professional with over 30 years of experience. Most recently Miller had his own independent rep group working with national accounts such as Sears/K-Mart, Topco, Optics Planet, Menards, Central Camera and Cook Brothers.

Chris Aruta, with over 20 years of marine industry experience, will manage Steiner sales in the marine market place, both fresh water and saltwater. He previously was an independent sales representative for Great Lakes Marine Marketing servicing marine OEM, distributor and public safety accounts in the Midwest.

Matthew Joyner will represent Steiner for all government, law enforcement and public safety direct accounts. In addition, he will be involved in generating new business through government tenders and contracts. He has over 10 years of experience that includes sales and business development with Ensign Bickford Aerospace and Defense, Defense Products, Inc., ADS International and Taurus International.

Logo courtesy Steiner Optics

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