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Xilica appoints Mark Ullrich senior manager, application sales; promotes Joe Orlando

In this newly created role, Ullrich will provide application support and sales management for Xilica partners in the US, Canada, and select global territories, while Orlando will lead the emerging direction of Xilica’s systems product line

Xilica has recruited Mark Ullrich as senior manager, application sales, and promoted Joe Orlando to the role of product manager, systems, effective immediately.

Based in Bend, Oregon, Ullrich (pictured) will lead application support and major project sales for dealers, distributors, and systems integrators in the US, Canada and select global territories. He brings almost 20 years of cumulative experience in the pro audio and commercial AV markets to the role, having worked across such positions as application and technical product support, international sales and distribution management, and cultivating partner relationships.

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Ullrich spent more than 10 years at Symetrix, where he served in technical sales engineering roles before being appointed as the firm’s international sales manager, responsible for all sales outside the US.

“There’s a certain sense of fulfilment and excitement that comes with working for a young, growing tech company like Xilica where every decision is important, and the effects can be readily felt,” said Ullrich. “Therefore, my biggest goal is to recognize and prioritize those unique initiatives—such as new product development, partners, and projects—that can have the greatest and most beneficial impact. The experience I’ve gained over two decades, along with my personal interest in this field, align perfectly with Xilica’s goals and initiatives.”

Additionally, to spearhead its product line management within the integrated systems market, Xilica has promoted Joe Orlando, an experienced former integrator with more than 30 years’ experience in the AV industry, to the role of product manager, systems. In his new capacity, Orlando will lead the global development, innovation and strategic alliance functions of the Xilica product portfolio to drive greater growth within enterprise applications, including the corporate and conferencing markets. He will additionally have responsibility for Xilica’s new Genius training program, both in-person and on-demand.

“We have some exceptional products at Xilica that are really well suited to enterprise applications, utilising existing IT infrastructure and technologies to deliver an integrated AV ecosystem,” stated Orlando. “I look forward to helping the business further drive innovation and build relationships with key strategic partners that can help us make the integrator’s life easier and simpler, while continuing to provide their customers with products of the highest quality.”