1. LAWRENCE H. CASSERLY
Nevada City, CA. 95959 530.913.7070
www.linkedin.com/in/lawrence-casserly-a7a02631 chameleoncass@gmail.com
AUDIO VISUAL MANAGEMENT PROFESSIONAL
Entrepreneurial and innovative AV leader with over 20 years of industry experience in sales, business
development, and program/project management. Results-oriented strategist with a proven track record of building
and managing motivated, first-class teams. Demonstrated ability to develop strong, long-lasting relationships with
customers and stakeholders. Expert project manager able to deliver on time and on budget.
Areas of Expertise
 Program Management
 Quality Assurance
 Account Management
 Industry Networking
 Technology comprehension
 Team Leadership
 Negotiating & Closing Sales
 Client Relationship Management
 Cross-Functional Collaboration
 Expert in Service Delivery
 Project Management
 Budget Management
 Strategic Partnerships
 New Business Development
 Unified communications
Professional Experience
BOOMERANG BEAT COLLABORATIVE, SAN FRANCISCO, CA. 2014 – Present
OWNER- PRESIDENT
 Represent musical artists and guide all business and career aspects.
 Organize administration for tours, keeping shows on the road and running smoothly.
 Negotiate deals, plan tours, and coordinate venue details.
 Formulate strategies to advance music business ventures, and manage finances.
WHITLOCK, FREMONT, CA 2012 – 2014
PROGRAM MANAGER
 Expanded company reach by establishing the Northern California office.
 Built a high-performing sales team, interviewing and hiring employees.
 Analyzed sales data and prepared monthly plans for outside sales staff.
 Accelerated profit by developing and implementing a commission program for sales staff.
 Managed revenue profit and loss (P&L) statements.
 Instrumental in the acquisition of three large corporate clients: Yahoo, Google, and Apple and Chevron.
PACIFIC COAST AV, VACAVILLE, CA 2010 – 2011
BUSINESS DEVELOPMENT SPECIALIST, CONTRACTOR
 Generated additional revenue by identifying and developing sales markets.
 Prospected and established relationships with new clients for integrated system sales and service.
 Gained clients in corporate, medical, educational, and military markets.
SPINITAR CORPORATION, HAYWARD, CA. 2007 – 2010
SENIOR SALES EXECUTIVE, INTEGRATED SYSTEMS (2009 – 2010)
 Sourced integrated audio-visual sales business through Northern California.
 Assessed client sites and prepared proposals that comprehensively addressed client needs.
 Built strategic partnerships with general and electrical contractors, working on projects requiring AV integration
and services.
 Managed project profit and loss (P&L) resulting in positive annual return on investment (ROI).

2. LAWRENCE H. CASSERLY
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SENIOR PROJECT MANAGER, NORTHERN CALIFORNIA (2007 – 2009)
 Directed installation of audio-visual design-build integration projects, with budgets from $5K to $2M.
 Orchestrated all aspects of field-related installation, including labor schedules, equipment delivery, and vendor
coordination to meet all calendar milestones.
 Managed overhead costs to remain on-budget.
ANEW COMMUNICATIONS TECHNOLOGY, SAN JOSE, CA. 2006 – 2007
REGIONAL SALES MANAGER, NORTHERN CALIFORNIA
 Oversaw equipment sales to audio visual integration companies.
 Doubled gross revenue within one year.
 Expanded client base by building relationships with key AV integrators.
SNADER AND ASSOCIATES, REDWOOD CITY, CA 2002 – 2005
DIRECTOR, SERVICE OPERATIONS
 Managed and restructured all aspects of the depot-field service, supervising a staff of 16 employees.
 Developed and implemented improved internal business procedures.
 Created and approved departmental budgets.
 Decreased repair service turnaround time from an average of 16 days to four days within six months.
 Negotiated improved manufacturer’s service terms and conditions regionally and nationally.
Additional Experience
Director of Service Group, MCSI, Fremont, CA
Director of Service Operations, Intellisys Group, Mountain View, CA
General Manager, Projection Presentation Technology, San Jose, CA
Regional Manager, Ancha Audio Video Corporation, San Francisco, CA.
Education & Training
Undergraduate Coursework, University of California San Francisco
Business Management Courses, Berklee College of Music
Certified Technical Specialist (CTS), InfoComm International
Certified Service Executive, National Association of Service Managers
Digital Infrastructure Training, Extron Electronics
Professional Affiliations
International Facilities Management Association
Infocomm International
Association of Briefing Program managers
Dale Carnegie Management School
Pollstar International