Chief Commercial Officer · Enterprise B2B Growth Leader

John C. Fernandez

Builder. Strategist. Player-coach. A commercial leader with a proven record of building repeatable enterprise growth engines from the ground up — scaling revenue from $0 to over $100M ARR across a 30-year career and 30+ product launches.

Orange County, CA 714-348-5590 johnfernandez5852@hotmail.com LinkedIn

Operating Philosophy

“Pilot fast, learn early, and never stop growing.”

I thrive in complex, fast-moving B2B environments where no playbook exists yet — and where the mission matters. My work combines disciplined GTM strategy with hands-on execution across hardware, consumables, services, and SaaS.

Core Competencies

Enterprise Sales Leadership GTM Strategy & Execution Revenue Engine Architecture P&L Ownership Demand Generation & Marketing Alignment Channel & Consultant Relations Pipeline Management & Forecasting Complex Multi-Stakeholder Sales Cycles Commercial Operating System Design Cross-Functional Leadership

Signature Results

A career measured in revenue built, not just managed.

$100M+
ARR scaled from zero across a 30-year career
38%
CAGR on recurring division over a 4-year period
249%
Channel revenue growth by expanding the reseller network
30+
Products launched — hardware, consumables, services, SaaS

Career Highlights

SprintRay Inc.

Los Angeles, CA · 2017 – 2025

Series A–C dental technology company. Progressed through three leadership roles, building the commercial organization from startup to scale.

Senior Director, Recurring Value2022 – 2025
  • Owned full P&L for the recurring division; architected the Recurring Value Sales Strategy and aligned the entire organization around recurring-revenue objectives.
  • Delivered 38% CAGR and 165% total growth over four years through disciplined pipeline management, segmentation, and customer-optimization strategies.
  • Built a commercial operating system — advanced analytics and segmentation — to identify high-value expansion opportunities and deploy targeted retention programs.
  • Launched revenue-share initiatives with third-party manufacturers (Carbon3D, Keystone, Dentca/Kulzer), monetizing strategic partnerships into incremental recurring revenue.
Senior Director, Strategic Relationships2020 – 2022
  • Built and led the Strategic Relationship Manager team, scaling channel revenues 249% by expanding the reseller network (Henry Schein Dental, Benco Dental, Nobel BioCare).
  • Established a multi-level partnership integration strategy, creating C-suite-to-field collaboration between SprintRay and reseller organizations.
  • Forged strategic alliances with adjacent technology manufacturers (Medit, Dexis, 3Shape), building integrated ecosystem partnerships that expanded product value.
Director, Sales & Business Development2017 – 2020
  • Generated $14.9M in incremental revenue, scaling the business from $600K to $15.5M — a foundational build-from-scratch commercial motion.
  • Designed and executed a clinic-focused GTM strategy and commercial model, creating a scalable framework for sustainable enterprise growth.
  • Led global expansion into 6 international markets (Chile, Mexico, Brazil, Italy, Spain, UK).
  • Established strategic distribution partnerships (Patterson Dental, Voxel Dental, CadRay), opening new channel access and market reach.

Carestream Dental

Atlanta, GA · 2012 – 2016

Leading digital imaging and practice-management software organization.

Regional Director / Account Executive
  • Led a team of Account Executives with full quota, expense, and budget responsibility; grew CAD/CAM business by 58%.
  • Exceeded revenue targets by 26% and 32% in consecutive years through strategic account management.
  • Developed channel relationships producing a 100% increase in channel partners; led cross-functional collaboration for major trade-show success.

Norco Valley Dental

Norco, CA · 2007 – 2012

General and cosmetic dental practice, acquired with a business partner.

Managing Partner
  • Transformed an underperforming practice through strategic operational improvements, achieving 250% production growth.
  • Designed and executed a full marketing and operational plan delivering 22+ new patients per month; grew revenue 26% YoY.
  • Developed a “Value Plan” that increased cash-patient revenues 18%, and a Patient Communication plan delivering a 75% treatment-acceptance rate.

Early Experience

Medical Device & Business Services

Built a strong commercial foundation through early roles in sales and sales management, delivering exceptional revenue results in medical device and business services.

Education & Certifications

Education

Bachelor of Business Administration, Marketing

California State University, Fullerton

Certifications

  • Virtual Selling — John Chen
  • Coaching High Potentials — Ram Charan
  • Service Operations — CSUF
  • Sales Management — Cal Poly Pomona
Download Resume (PDF)