Jon Lancaster
Valldoreix
Summary
Seasoned Vice President of Sales with a proven track record at Light and Wonder, driving over $250 million in annual revenues and leading market expansions across EMEA. Expert in revenue generation and sales team coaching, I've mastered territory management and key account growth, securing Atronic International Gmbh's position as a market leader.
Overview
32
32
years of professional experience
Work History
Vice President of Sales
Light and Wonder
Barcelona
10.2010 - 02.2025
- Initially, leading the company’s sales in every market outside of the United States (Europe, Asia, Africa, Australia, Central and South America, and Mexico). Recent focus on EMEA.
- Monitored market trends, competitor activities, and product developments to adjust sales strategies accordingly.
- Improved profit margins by effectively managing expenses, budget and overhead, increasing closings and optimizing product turns.
- Established ambitious goals for employees to promote achievement and surpass business targets.
- Delivering revenues of over $250 million per year.
- Developed and implemented sales plans to increase profits and market share.
- Established pricing policies that balanced profitability objectives with competitive pressures.
- Developed relationships with key clients to maximize revenue potential.
- Ensured compliance with sales policies, practices, and legal requirements.
- Oversaw regional and local sales managers and staff.
- Designed cohesive and effective sales organization.
- Identified and targeted new business opportunities through market research and analysis.
- Collaborated with marketing teams to create promotional materials for products and services.
Sales Director
Atronic International Gmbh
Graz
01.1997 - 10.2010
- Established a new and ultimately well-respected sales and distribution network across Europe, Asia, and Africa, and facilitated Atronic’s entry into over 40 countries.
- Built Atronic from market entry to market leader in Russia, generating more than €60 million in revenue per year.
- Successfully executed launch strategies for several ranges of new products over many years.
- Built and maintained Atronic’s position as one of the leading casino slots and systems suppliers in the world.
- Reporting directly to the global CEO and a member of the cross-functional top management team, I had a direct influence on the company's strategy.
- Built relationships with customers and industry professionals to establish long-term business growth.
- Established and maintained relationships with key customers to identify new business opportunities.
- Developed and implemented strategic sales plans to increase customer base and ensure customer retention.
Business Development Manager
Amusement Trades Exhibitions Ltd (ICE)
London
12.1995 - 01.1997
- Exhibition sales for the leading gaming industry trade show
- Identification and targeting of new growth areas and sectors in the areas of casino equipment supply, amusements, theme parks and family entertainment
- Strategic targeting of associations, trade bodies and government agencies
Sales Manager
World’s Fair Limited
Manchester
07.1993 - 12.1995
- Media sales
- Sales Manager for the leading title for the Amusements and casino business
- Responsible for the definition, implementation and achievement of sales targets and strategies
Education
BA (hons) - Management Science & French
The University of Keele
Staffordshire4 “A” levels - Mathematics, French, Geography, General Studies
The Hulme Grammar school for boys
Oldham11 “O” levels -
The Hulme Grammar school for boys
OldhamSkills
- Industry expertise
- Revenue generation
- Sales talent acquisition
- Territory management
- Key account growth
- Sales team coaching
- Deal closing
- Channel partnerships
Hobbies and Interests
- A heavy travel schedule means that family life dominates any free time available.
- Keen sportsman, mainly football, water sports and skiing.
- Enjoy travel with the family.
- Take a keen interest in international politics & current affairs.
Personal Information
- Number of Children: 2
- Date of Birth: 12/06/69
- Marital Status: Married
Languages
English
First Language
French
Proficient (C2)
C2
Spanish
Advanced (C1)
C1
Timeline
Vice President of Sales
Light and Wonder
10.2010 - 02.2025
Sales Director
Atronic International Gmbh
01.1997 - 10.2010
Business Development Manager
Amusement Trades Exhibitions Ltd (ICE)
12.1995 - 01.1997
Sales Manager
World’s Fair Limited
07.1993 - 12.1995
BA (hons) - Management Science & French
The University of Keele
4 “A” levels - Mathematics, French, Geography, General Studies
The Hulme Grammar school for boys
11 “O” levels -
The Hulme Grammar school for boys
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