Ruben Bake Named International Business Manager at SEKISUI KYDEX

April 30, 2020

The world is changing. COVID-19 is one of those rare events which is likely to change everything from how we travel to how we connect across countries and cultures.

These new ways of traveling, working, learning, and communicating will be important to understand the innovations that will come in medical technology, mobility, and anti-microbial surfaces. These new ways may be global mega trends.

Global business has been a part of SEKISUI KYDEX’s sales strategy since 2005. Since then, our international sales team has been on a steady incline, with careers and new positions added to increase customer support in medical and emerging markets. With assistance from SEKISUI KYDEX’s innovation centers, appLab™ and designLab®, and their Quick Response Manufacturing model, the company is poised to continue to grow and support sales internationally. 

To support our customers in the EU and China, we are realigning our international sales and distribution resources and naming Ruben Bake our International Business Manager at SEKISUI KYDEX.

Nik Taritas, VP of Sales, stated, “Ruben has been a great addition to the SEKISUI KYDEX 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’s international experience and language skills make him an ideal candidate to work with our international partners. Bake will identify new opportunities for growth in our existing and emerging markets while also calling on OEMs, thermoformers, and key specifiers. Bake will continue to manage the Mass Transit market with the 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 U.S. He possesses a varied background and cultural understanding that will continue to advance the company’s international reach. He holds a Bachelor of Science in Mechanical Engineering and Master of Business Administration from the University of Delaware. His educational background also includes Executive Education in Mergers and Acquisitions and Strategic Marketing from the University of Chicago Booth School of Business and Northwestern University Kellogg School of Management, respectively.

When he’s not working to deliver more than our customers can imagine, Ruben can be found playing his favorite sport (tennis) or crafting the perfect drink (a caffè macchiato) at home.

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