Xilica Adds New Talent to Spearhead Product, Application Sales

Xilica®, a global leader in digital signal processing technology for AV and installed sound, has hired Mark Ullrich as Senior Manager, Application Sales, and promoted Joe Orlando to Product Manager, Systems, effective immediately.

Based in Bend, Oregon, Ullrich will lead application support and major project sales for dealers, distributors, and systems integrators in the U.S., Canada, and select global territories.

Ullrich is a renowned expert on DSP technology and solutions, with nearly 20 years of cumulative experience in the pro audio and commercial AV markets. Ullrich has amassed technical and marketing expertise specifically throughout his career, with experience ranging across application and technical product support, international sales and distribution management, and cultivating partner relationships.

He spent a decade at Symetrix, where he acted in technical sales engineering roles before being appointed as the firm’s international sales manager, responsible for all sales outside the United States.

“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 over 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’m looking forward to helping the business further drive innovation and build relationships with key strategic partners that can help us make an integrator’s life easier and simpler, whilst continuing to provide their customers with products of the highest quality.”