WS Audiology Creates WSA Americas; Names Carsten Buhl New Regional President

Realignment enables the company to strengthen its US and Canadian programs and partner support, while expanding aggressively throughout Latin American markets.

WS Audiology today announced the formation of WSA Americas, realigning its organizational structure to better serve existing hearing care professionals and their patients in the United States and Canada, while accelerating its development of Latin American business opportunities. At the same time, the Copenhagen-headquartered company named medical device and WSA veteran Carsten Buhl as president of the new regional business unit, effective immediately, reporting to WS Audiology Group CEO Eric Bernard.

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New WSA Americas President Carsten Buhl and WS Audiology Group CEO Eric Bernard.

WS Audiology is the parent company of hearing aid manufacturers Widex, Signia (formerly Siemens Hearing Instruments), and Rexton. Daniel Liberman, President of the US Region at WS Audiology, will be leaving the company after assisting with the transition.

“To further our purpose of “Wonderful Sound for All,” we must maximize the development of all the business opportunities the Americas region offers,” said Bernard. “Carsten Buhl has extensive experience managing WSA and non-WSA businesses throughout Latin America, Canada, and the United States. He has a keen understanding of what each market in the region needs to grow profitably, and the ability to react quickly to changing industry developments.”

“What’s more,” continued Bernard, “he is committed to doing this within a framework that is dedicated to supporting our growing and expanding network of hearing care professionals. We are grateful to Daniel for his many contributions to our US business and the progress we have made in the US. We wish him all the best in his future endeavors.”

Buhl assumes his new position having served since 2019 as President of the EMEA-LATAM-Canada region of WSA, as well as serving on WSA’s Group Management Team. He brings to this new role more than 15 years of senior sales and marketing experience in the medical device industry, the majority of which was with GN ReSound, one of WS Audiology’s competitors.

“I am tremendously excited to take on the leadership of this critically important new regional business unit that offers so many rich opportunities for us and our hearing care professionals,” Buhl said. “The world has changed dramatically in the last 3 years. Unforeseen challenges have arisen, as have many new opportunities. I firmly believe that we have a unique opportunity to accelerate growth, increase profitability, and show clear leadership in the hearing aid industry throughout the Americas.”