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Within UL Solutions we provide a broad portfolio of offerings to all the medical device industries. This includes certification, Approved/Notified Body and consultancy services. In order to protect and prevent any conflict of interest, perception of conflict of interest and protection of both our brand and our customers brand, we have processes in place to identify and manage any potential conflicts of interest and maintain impartiality. UL Solutions is unable to provide consultancy services to EU MDD, MDR or IVDD Notified Body, UKCA MD Approved Body or MDSAP Customers.

At the Center of Safety - Tony Baratta

Senior Sales Manager

In this interview, Tony shares what motivates him as a leader and how strong relationships and continuous growth keep him energized about the future at UL Solutions.

Sales manager Tony smiles at the camera wearing a blue and cream plaid shirt with the top button undone. He has neat brown hair cut short.

How do the people you work with shape your experience at UL Solutions? 
I joined UL Solutions nearly three years ago and truly the people here have had a significant impact on my overall experience. From day one, there has always been a strong sense of teamwork. People are willing to share knowledge, step in to help and work toward common goals, especially when supporting customers and delivering commitments. Professionalism and collaboration across UL Solutions is absolutely fantastic and fosters a culture that I am proud to be a part of. 

What are your future ambitions at UL Solutions? 

My current responsibilities as a people leader are North America, Canada and Latin America. My goal is to continue growing in more of a global commercial leadership role within UL Solutions, where I can have a greater impact on both revenue growth and team development. With that said, I am focused on strengthening my ability to lead high-performing teams, drive strategic accounts and influence go-to-market execution. 

 What is the most interesting or exciting aspect of your role? 

There are so many exciting and rewarding aspects of my sales leadership role here at UL Solutions. First and foremost, it is having the opportunity to develop and coach people and seeing them not only succeed but also grow strategically, moving beyond transactional selling to understanding customer needs and aligning the right solution to drive value.  

What keeps you here? 

What keeps me here is the combination of the people, the impact of the work and the opportunity to keep growing. It is awesome to work with a strong, collaborative team that focuses on results and supports each other along the way. 

From a leadership perspective, I value being in an environment where I can make an impact, whether that is developing my team, driving performance or helping move the business forward. The other cool thing is being part of a global organization and working across different teams which keeps things dynamic and challenges me to keep improving as a leader. At the end of the day, it is the combination of strong people, meaningful work and the chance to grow that keeps me here. 

How do you use technology as part of your role? 

Technology plays a huge part in helping me as a sales leader here at UL Solutions. For example, I leverage Salesforce and Power BI extensively to manage pipeline health, track performance against targets and drive data-driven decisions. These tools give me real-time visibility into my team’s execution, allowing me to proactively coach reps, improve forecast accuracy and identify revenue opportunities across the Americas. 

Technology also helps me to operate more strategically and efficiently while maintaining strong accountability across the team. Outside of those specific tools, AI and more specific, Microsoft Copilot, is a phenomenal tool to assist with many aspects of my day-in and day-out tasks including communication with clients, reviewing emails to ensure accuracy, data insights help and even helping create sales plans based on opportunity data in Salesforce. These are just a few of the many ways AI has truly transformed my role for the better. 

Time is money, and our biggest commodity is saving time every day and technology does just that, saves time!