Sunrise Adds New Marketing, Sales Execs

LONGMONT, Colo.–Sunrise Medical CEO Mike Hammes announced
Tuesday that Hymie Pogir will join the company in the newly created
position of senior vice president of marketing and program
development. Tiago da Silva is also joining the company as senior
vice president of sales. Both will report to Hammes.

Carey Winkel, who has been president of Sunrise commercial
operations for North America over the last three-and-a-half years,
will move back to her previous role as senior vice president of
strategic planning, supporting Hammes with crucial strategic
initiatives, according to a company release.

“On both sides of the Atlantic, and especially in North America,
major changes are occurring in the DME industry,” Hammes said in an
internal communication. “Many of these external changes are quite
significant and impactful (e.g. the continuing strong emergence of
China as a major producer of DME products, the huge change process
the public health care system in America is going [through],
etc.).

“Because of the strategic and operational actions we have taken
over the last three to five years,” Hammes continued, “we believe
that Sunrise today is the best-positioned company in the global DME
industry, but if we are to maintain and build upon the successes
that we have had and are continuing to have then we must be
prepared to continue to make appropriate changes in a timely manner
and to strengthen our ability to continue to be the leaders in our
industry.”