Sal Laterra
Business Developer at Heart | Operations & Growth Executive | Building Teams, Partnerships, and Scalable Businesses
I’m a business developer at heart with a passion for helping organizations grow through strong leadership, practical strategy, and meaningful relationships. Throughout my career, I’ve focused on building businesses from the inside out — whether that means launching new initiatives, improving operations, developing high-performing teams, or helping organizations scale in competitive markets.
I’ve served in executive leadership roles including CEO and COO, with experience spanning business development, operations management, internet marketing, sales leadership, strategic partnerships, and organizational growth. While titles have changed over the years, my focus has remained the same: solving problems, building strong teams, improving systems, and helping businesses move forward.
Over the past two decades, I’ve worked in fast-moving and highly regulated industries where adaptability, communication, accountability, and execution matter. My background includes operational leadership, digital marketing strategy, Google Ads management, CRM implementation, process improvement, lead generation, and relationship management across clients, vendors, and strategic partners nationwide.
I’m also a certified Google Ads partner and a John Maxwell-trained leader, combining data-driven decision-making with people-centered leadership. I enjoy building strong business relationships, developing scalable systems, mentoring teams, and creating opportunities that lead to long-term growth and success.
At the core of everything I do is a genuine passion for helping people succeed. Whether I’m working with a team, developing a growth strategy, improving operations, or building partnerships, I believe the best results come from trust, collaboration, and a shared commitment to moving forward together.
I’m also a proud husband and father of three, which keeps everything I do grounded and in perspective.
Boston, MA
617-792-0650
sglaterra@gmail.com
LinkedIn Profile
Qualification Summary
Professional Certifications & Leadership
Certified Google Ads Partner with experience in lead generation strategy, digital advertising, and growth-focused marketing initiatives. Also trained in John Maxwell leadership development and healthcare consulting sales strategy.
Business Development & Operations Leadership
Experienced in business development, operations management, sales leadership, marketing strategy, and organizational growth, particularly within startup environments, scaling organizations, and operational turnaround situations.
Strategic Growth & Problem Solving
Focused on developing practical, customer-centered solutions that improve operational efficiency, strengthen relationships, support scalable growth, and drive long-term business performance.
Team Leadership & Organizational Development
Proven track record of building strong teams, improving internal systems, enhancing operational productivity, and helping organizations navigate growth and change in fast-moving environments.
Communication & Relationship Management
Skilled at connecting teams across multiple departments, improving communication, building strategic partnerships, and developing strong long-term relationships with clients, vendors, and business partners.
Professional Experience
Chief Operations Officer
Beyond Business Management | Boston, MA | May 2015 – Present
Executive leadership role focused on operations management, organizational growth, business development, strategic partnerships, and marketing initiatives across healthcare consulting and service-based organizations.
Worked closely with leadership teams to support operational growth, improve systems, strengthen performance, and help organizations scale effectively in competitive and highly regulated markets.
Key areas of focus included:
• Operations leadership and organizational development
• Business development and strategic partnerships
• Internet marketing and lead generation strategy, including Google Ads and multi-channel advertising campaigns
• Team leadership, sales management, and operational scaling
• CRM implementation and workflow optimization
• Relationship management across vendors, clients, and strategic partners nationwide
Additional accomplishments included:
• Supporting operational growth and expansion initiatives across multiple organizations
• Helping scale annual company revenue from under $1M to more than $7M
• Leading operational restructuring and process improvement initiatives during periods of market and industry change
• Developing and launching new consulting services and operational programs
• Building strategic relationships with national healthcare and franchise organizations including Home Helpers, ComForCare, Executive Care, and Nizhoni Health Systems
• Designing and managing CRM systems supporting sales, service, marketing, and operational workflows
• Consolidating previously outsourced operational services to improve efficiency, scalability, and internal performance
Throughout my leadership experience, my focus remained on building strong teams, improving systems, developing meaningful business relationships, and helping organizations grow through practical strategy and operational leadership.
Chief Executive Officer
Certified Homecare Consulting | Boston, MA | July 2014 – January 2026
Joined the organization in 2014 in a business development leadership role and later transitioned into executive leadership responsibilities focused on operations, marketing strategy, organizational growth, and business development within the healthcare consulting industry.
Worked closely with leadership teams to support nationwide expansion initiatives, operational scalability, digital marketing strategy, strategic partnerships, CRM implementation, and business development efforts across highly regulated markets.
Key areas of focus included:
• Business development and strategic partnerships
• Operations management and organizational growth
• Internet marketing and lead generation strategy, including Google Ads and multi-channel advertising campaigns
• Team development, sales leadership, and process improvement
• CRM development and operational systems implementation
• Relationship management across clients, vendors, and strategic partners nationwide
Additional accomplishments included:
• Supporting expansion initiatives across markets nationwide
• Helping scale annual company revenue from under $1M to more than $7M
• Leading company-wide restructuring and operational improvement initiatives
• Developing and launching new consulting services and operational programs
• Building strategic relationships with national healthcare and franchise organizations including Home Helpers, ComForCare, Executive Care, and Nizhoni Health Systems
• Designing, implementing, and managing Salesforce CRM systems supporting sales, service, and operational workflows
• Executing integrated marketing initiatives across Google, Microsoft, print, digital, and trade show channels
Throughout my leadership experience, my focus remained on organizational growth, operational improvement, team development, relationship management, and building scalable systems that supported long-term business success.
Director of Business Development
21st Century Healthcare Consultants | Bradenton, FL | March 2012 – May 2014
Led marketing, advertising, sales, and business development initiatives for a national healthcare startup consulting firm focused on home care, home health care, and hospice agency formation.
Worked directly with entrepreneurs, investors, healthcare professionals, and franchise systems to support nationwide growth initiatives and expand the organization’s market presence.
Additional accomplishments included:
• Increasing sales by more than 300% in under two years through digital marketing strategies, relationship-driven sales, and strategic partnerships
• Developing and launching consulting packages and expanded service offerings to meet evolving market demand
• Executing integrated marketing campaigns across Google Ads, Microsoft, print, and trade show channels
• Building strategic alliances with industry-leading organizations to strengthen visibility, brand positioning, and revenue growth
• Facilitating recurring industry training events attended by healthcare professionals, entrepreneurs, and investors nationwide
• Designing and managing CRM systems to improve sales tracking, workflow management, and client engagement
Marketing Director
Raindrop Cisterns | Sarasota, FL | September 2011 – March 2012
Directed national business development initiatives for engineered rainwater harvesting systems and related product lines.
Led strategic initiatives across branding, marketing, e-commerce, distribution, and operational growth.
Key responsibilities included:
• Developing and executing branding, public relations, and integrated marketing campaigns
• Managing SEO strategy and digital marketing initiatives
• Supporting the growth of a national e-commerce brand
• Building and managing distribution and drop-ship networks
• Overseeing product development, purchasing, and operational coordination
Marketing & Administrative Coordinator
Bord na Móna / Anua | Greensboro, NC | January 2006 – March 2010
Managed marketing and administrative functions for the U.S. operations of Bord na Móna, a global environmental solutions provider specializing in engineered systems for wastewater treatment, rainwater harvesting, and odor control solutions.
Key responsibilities included:
• Developing and managing annual marketing budgets and strategic plans
• Leading print and digital advertising campaigns across national publications
• Planning and coordinating national trade show initiatives and brand exposure campaigns
• Managing SEO strategy and digital lead generation initiatives
• Supporting strategic partnership and distribution network development across the United States
• Supporting regional sales management teams throughout the U.S. and Canada
• Designing and administering CRM systems to improve sales tracking and client engagement
