Richard Baxendale
Minneapolis
Summary
Result-driven Sales leader with demonstrated expertise transforming SaaS-based telematics and fleet management solutions to drive operational efficiency, enhance fleet safety, and build sustainable revenue streams. Adept at leading high-value sales initiatives and forging strategic partnerships that position companies as trusted providers in the transportation and logistics sectors. Recognized for leading cross-functional teams in executing strategic growth initiatives, leveraging market expansion and client-centric innovations to elevate brand presence, competitive advantage, and long-term profitability.
Overview
14
14
years of professional experience
1
1
Certification
Work History
Director - Aftermarket
Cipia
12.2024 - 04.2025
- Joined Cipia to head up USA expansion plans.
- Improved efficiencies using Hubspot and Rocket Reach for for improved outreach.
- Cross team collaboration between the Aftermarket team and the OEM business unit.
- Developed high-performing teams by providing mentorship, guidance, and opportunities for professional growth.
- Enhanced team collaboration through regular communication, goal setting, and performance evaluations.
- Established a culture of continuous improvement by fostering open communication channels and empowering employees to voice their ideas.
- Cultivated a positive work environment that fostered employee engagement, increased retention rates, and boosted overall team morale.
Head of Sales
Seeing Machines
09.2023 - 12.2024
- Lead the U.S. sales operations, strategic partnerships, and market growth for AI-driven fatigue detection technologies, establishing a distribution channel in Mexico to expand LATAM market access and optimize client support.
- Developed an innovative fatigue intervention mapping solution, set to launch in 2025, which directs drivers to nearby rest stops with available spaces based on real-time fatigue alerts
- Secured a $7M contract to implement Guardian’s safety solutions for a 4,000-unit trucking fleet, enhancing driver safety through real-time alerts and monitoring
- Negotiated a multi-million-dollar agreement with Caterpillar to integrate customized fatigue management solutions within their mining sector operations, establishing a presence in a high-impact industry
- Signed a $1M contract with a major U.S. bus company to implement Guardian’s advanced safety solutions, significantly expanding the brand's footprint and enhancing driver safety protocols within the public and private transportation sectors
President/Managing Director
SURE Transport Solutions
07.2021 - 09.2023
- Directed transformation from a traditional CCTV provider to a comprehensive SaaS-based hardware and software solutions provider within the commercial transport sector.
- Drove a 400% increase in Tier 3 sales through the integration of a SaaS model with a versatile hardware portfolio, including MDVR systems, 360-degree vision, and advanced safety features like passenger counting and low-bridge alerts
- Secured a $2.4M annual contract with Go-Ahead Group to support 6,500 buses across the UK and a $1.3M regional fire service contract, expanding Shore Transport’s reach into fleet safety, public safety, and emergency services
- Streamlined sales and client engagement processes by implementing Salesforce CRM, enabling data-driven decisions and optimizing customer relationship management
- Broadened product offerings by partnering with third-party providers, positioning Sure Transport as a full-service solution provider for comprehensive fleet safety needs
Consultant
Streamax Technology
10.2021 - 08.2022
- Served as a Consultant for Streamax and supported the transition from a hardware-only model to a combined hardware and SaaS provider in North America, implementing enhanced internal reporting systems to improve lead tracking and ARR focus.
- Led the U.S. launch of a new AI-driven DMS dash camera and MDVR system targeting the truck and light commercial vehicle sectors.
- Established a comprehensive reseller network, formed partnerships with software integrators and telematics service providers (TSPs), and secured a key partnership with Geo-Tab for software integration within its marketplace.
Vice President, North America
SureCam
08.2015 - 07.2021
- Led North American operations and established SureCam’s U.S. market presence, growing annual recurring revenue (ARR) from zero to $8M and positioning SureCam as a leading telematics provider for commercial fleets in the U.S.
- Built and led a team of four regional sales managers, internal sales leads, and support staff, ensuring coverage across key markets and boosting operational capacity
- Secured $12M in venture capital funding and spearheaded a management buyout (MBO) in 2017, creating a stable financial foundation to support rapid growth and expansion
- Established a 50-state installation network by contracting 50+ installation engineers, providing nationwide service capability and reliable client support
- Developed a $3M ARR insurance partner network, significantly increasing SureCam’s market share in insurance-focused telematics solutions and solidifying partnerships in the risk management sector
Vice President, Sales & Service Operations
SLEC Inc.
10.2011 - 10.2015
- Directed sales and service operations for a commercial lift and rail products manufacturer, managing client relationships, driving revenue growth, and achieving ALI compliance to unlock new market opportunities.
- Secured contracts, including a $2M FEMA-backed contract with NY Transit for post-Hurricane Sandy recovery, a $650K agreement with Veolia, and a $1M contract with New Flyer America, building long-term partnerships with key clients
- Consistently achieved 35% profit margins and exceeded personal sales targets by 150%, driving revenue and enhancing company profitability
- Built and managed a U.S. service network with six technicians, strategically optimizing logistics to improve service efficiency and reduce response times
Founder/Managing Director
Briton UK
- Founded and scaled Briton UK into a leading supplier of mobile lift systems for commercial vehicle fleets, achieving £7M in annual revenue.
- Attained CE marking for core products to expand reach within regulated European markets, securing major contracts including a £500K supply deal with Packard Group and a £750K distribution agreement with Gemco.
- Earned recognition as the 2006 Best New Startup by Route 1 Magazine for innovation in vehicle lift solutions and rapid impact within the industry.
Education
BA (Hons) - Business Management
University of Lincoln
Lincoln, LincolnshireSkills
- Account Executive CRM Systems Cross-Functional Collaboration P&L Management Consultative Selling Safety Solutions Stakeholder Management Client Relationship Management Business Development Complex Sales Cycles Negotiation SaaS Solutions Demand Generation Marketing Collaboration Product Positioning Sales Strategy Go-To-Market Strategy
- Systems & Technology: Microsoft Office Suite Salesforce
- Team leadership
- Strategic thinking
- Marketing
- Entrepreneurial and innovative
- Ethics and integrity
- Contract negotiation
- Organizational structuring
- Strategic planning
- Client engagement
Certification
Mercedes Benz UK LCV Certified Trainer.
BANT Certification.
MEDDPICC Certification.
Timeline
Director - Aftermarket
Cipia
12.2024 - 04.2025
Head of Sales
Seeing Machines
09.2023 - 12.2024
Consultant
Streamax Technology
10.2021 - 08.2022
President/Managing Director
SURE Transport Solutions
07.2021 - 09.2023
Vice President, North America
SureCam
08.2015 - 07.2021
Vice President, Sales & Service Operations
SLEC Inc.
10.2011 - 10.2015
Founder/Managing Director
Briton UK
BA (Hons) - Business Management
University of Lincoln
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