In front of a classroom, Frank De Fina is the perfect salesman, a trait that has helped him succeed with multiple international companies since graduating from Clarion University.
 |
| Frank De Fina meets with students following his presentation. |
But it was not the career the recipient of the 2003 Clarion University Alumni Association Distinguished Alumni Award intended to pursue when he received his undergraduate degree in management and marketing in 1975 and master's degree in communication in 1976.
Currently, De Fina is senior vice president for Samsung North America. Samsung is known worldwide as a provider of defense technology, CCTV and imaging, and consumer electronics. In 2006 the company surpassed Sony as the world's leading consumer electronics brand.
De Fina returned to campus to share some of his secrets with undergraduate business administration majors in their capstone course, "Administrative Decision Making," taught by Lawrence Carr.
"You need to be different," De Fina advised the students, citing the examples in the book, "Purple Cow," by Seth Godin. "How can you be distinguished from others doing the same job?"
De Fina used a sales and marketing strategy presentation to stimulate interaction with the students, who analyzed and responded to an executive summary for business development, marketing strategy support for job growth, and more.
"Networking products is the key to growth and you cannot manage what you cannot measure," were just part of the advice De Fina passed along to the students.
De Fina also discussed resume preparation advising the students to find internships and provided his observational philosophy about the marketing profession:
 |
| Frank De Fina |
"Knowledge, luck, mentoring and self-promotion are vital.
"Keep learning.
"Demand can be stimulated but not created.
"You cannot control the market.
"Understand the culture you are dealing with.
"If others define success for you, you will be disappointed.
"People will behave the way they are treated.
"You are who you are, not what you do for a living."
When De Fina graduated from Clarion University, he planned to be a filmmaker, but found himself not satisfied and working in the yearbook business in 1976-77.
This prompted his move to RPC video where he primarily designed and built television stations in Pittsburgh for four and a half years. He also became involved in sales, a job he didn't think he would like, but one that launched his career.
Joining Panasonic he spent over 20 years with the company rising to the position of president. During his time as president of Panasonic Broadcast and Television Systems Company, it won 14 Emmy Awards by developing technically advanced products for customers like HBO and CBS. Because Panasonic was based in Japan, De Fina had to learn about and overcome cultural differences. He retired from Panasonic, but unretired to accept his new role with Samsung.
De Fina completed his executive education at the University of Pennsylvania's Wharton School of Business and international business studies at Matsushita Institute in Japan. He is the author of the recently published "The PowerZone Sales System." Outside of the business world, he spent 30 years as a guitarist with The Rangers and another five years with The Legion Brothers.
He is a member of the board of directors of Paley Center for Media, New York City; New York Friars Club Foundation; Security Industry Association; and International Biometrics Association. He is also on the board of advisors for Premier Guitar magazine.
De Fina is married to the former Patricia Ratkovich, who graduated from Clarion University in 1974. They have two sons Frank and James.
Clarion University is the high-achieving, nationally recognized, comprehensive university that delivers a personal and challenging academic experience.
