Sal Laterra

Operations & Business Development Leader

Sal is a business development and operations executive experienced in leading, growing, and operating organizations in dynamic, rapidly changing, competitive environments. Sal has more than 9 years of experience as an employee CEO of a healthcare consulting firm, and more than 8 years experience as a COO of a healthcare management company which managed more than 20 brands within various sectors. Prior to these experience Sal was a Business Development Director for a business consulting firm, as well as working in a similar fashion within the US branch of Irelands largest energy provider, Bord na Mona (now Anua). 

Boston, MA
LinkedIn Profile

Qualification Summary

  • Certified Professional: Possessing esteemed certifications such as Google Ads Partnership for Lead Generation, John Maxwell Leadership, and CHAP Certified Healthcare Sales Professional.
  • Intrapreneurial Visionary: Adept in sales, marketing, business development, operations, and leadership, especially in startups and turnaround scenarios.
  • Strategic Expert: Renowned for crafting customer-centric solutions that boost revenue.
  • Proven Leadership: A track record of enhancing organizational productivity, minimizing staff turnover, and innovating cost-effective solutions.
  • Communication Maestro: Exceptional at bridging communication gaps between multifaceted divisions and forging fruitful relationships.

Areas of Expertise

  • Business Development (Internal & External)
  • Strategic Marketing & Sales Direction Initiatives
  • B2B Prospecting, Closing & Lead Generation (including Google Ads and SEO)
  • Mission, Vision & Strategy Planning
  • Training, Leadership Development, & P&L Management
  • Process Development & Improvement, Client Satisfaction & Needs

Professional Experience

Beyond Business Management, Boston, MA
COO: May 2015 – Present

Beyond Business Management owns Certified Homecare Consulting where I am also the CEO overseeing day to day operations. I am not the owner of either business. In my role as COO of BBM, I lead operations, sales, marketing, business development, strategic planning, compliance, research & development, human resources, and vision; Beyond Business Management has owned and operated businesses throughout Massachusetts, New Hampshire, Pennsylvania and Texas, including Certified Homecare Consulting, Beyond Healthcare Agency, Greater Boston Home Health, Beyond Independent Living, Always a Step Beyond Franchise System, Beyond Adult Day Health Care, Eden Healthcare, Certified Billing Consulting, Beyond Transportation, Beyond Zoe Hospice, Zoe Healthcare, Always Available Healthcare, Churches and Ministries, and other various businesses.

  • Achieved profitability in highly competitive industries, including turnarounds and startups
  • Directed senior staff and operations, working with directors and senior staff to identify and accomplish goals and objectives
  • Business account consolidation across all entities, insourcing IT, print production, billing, software, and other previously outsourced services
  • Developed new products and distribution channels
  • Development and implementation of a customer relations management system
  • P&L Management

Certified Homecare Consulting, Boston, MA
Employee CEO: October 2014 – Present

Certified Homecare Consulting is owned by Beyond Business Management where I am also the COO. I am not the owner of either business. In my role as CEO of CHC, I am responsible for overseeing the day to day operations of startup consulting services for home care, home health care, hospice, adult foster care, adult day health care and other healthcare startup companies in the United States, Canada, and Nigeria. Services priced between $10,000 and $28,500. 

  • 100% CEO Approval Rating on as of May 2022
  • 8 out of 5 Star Google Review Rating with 120+ reviews as of May 2022
  • Managed successful restructuring of company during downturn
  • Complete restructure of processes
  • Went from $1,000,000 to $7,000,000 in annual revenue despite 5 statewide moratoriums impacting 3 of the top 5 US markets
  • Launched services in 36 new markets including 34 states
  • Created consulting packages and new service offerings
  • Internet and trade show marketing; Google, Microsoft and print advertising
  • Strategic partnerships with global franchise companies and national chains such as Home Helpers, ComForCare, Executive Care, Nizhoni Health Systems, and others.
  • Formed strategic alliances with industry leading businesses offering software, print media, industry specific training, and other solutions which benefit clients and help to increase revenue and visibility.
  • Development, implementation and management of the Salesforce CRM system

21st Century Healthcare Consultants, Sarasota, FL
National Director of Business Development: March 2012 – May 2014

In my role as Director of Business Development, I directed the marketing, advertising, sales and business development of startup consulting services to investors, health care professionals, entrepreneurs and franchise companies. Increased sales growth by more than 300% over 2 years, implementing aggressive Google AdWords strategies, forming strategic partnerships and relationship selling, becoming the industry leading consulting company in the area of home care, home health care, and hospice startup consulting. Intangible goods priced between $9,950 and $19,950. 

  • Direct and B2B sales
  • Created consulting packages and new service offerings
  • Internet and trade show marketing; Google, Microsoft and print advertising
  • Strategic partnerships with global franchise companies and national chains such as Home Helpers, Nurse Next Door, Visiting Angels, ComForCare and Libertana
  • Formed strategic alliances with industry leading businesses offering products and services relevant to potential clients, increasing visibility / brand awareness, sales and profit margins.
  • Trained classes of 40-120 in all facets of home care and home health care marketing 8 times a year
  • Development, implementation and management of the Plan Plus CRM system

Raindrop Cisterns, Sarasota, FL
Marketing Director: September 2011 – March 2012

In my role as Marketing Director, I directed the business development of engineered projects nationally and rainwater harvesting products internationally.

  • Development of PR, branding and marketing campaigns
  • SEO development on and off page
  • Defined strategy and business plan for e-commerce brand
  • Management and development of drop ship and distribution networks
  • Product placement, development, and purchasing

Bord na Mona (Anua), Greensboro, NC
Marketing & Administrative Coordinator: January 2006 – March 2010

In my role as Marketing & Administrative Coordinator, I Managed all marketing and administrative functions for the US sector of Ireland’s largest energy provider, Bord na Mona (now Anua). Bord na Mona is a manufacturer of large and small scale engineered projects and environmental products for treatment of wastewater, rainwater and VOC odor control.

  • Developed annual marketing budget and plan
  • Print and web advertising in more than 20 national publications
  • Managed and facilitated over 80 trade show exhibits annually
  • SEO and internet marketing
  • Managed a large network of strategic partnerships
  • Managed a distribution network of more than 50 distributors
  • Supported the marketing initiatives of 6 regional sales managers covering the entire US and parts of Canada
  • Development, implementation and management of the ACT CRM system

Education & Certifications

Suffolk County Community College, Brentwood, NY
Specialization: Marketing, 2000-2002

Google Partner Certification, Boston, MA
Expertise: Search, Mobile, Display Advertising, 2018-Current

John Maxwell Leadership Certification, Orlando, FL
Certification for Trainer, Coach & Speaker, 2017-Current

CHAP Certified Healthcare Sales Professional, Washington, D.C.
Healthcare Sales Certification, 2017-Current

For more details, prospective employers are encouraged to reach out directly via email or connect on LinkedIn.