Michael Cherubino had all the elements that make a good salesman: an ability to connect with people, plus tenacity, curiosity, knowledge and enthusiasm about his product.

Certainly, he got results: At one point during a 30-year career in optical manufacturing sales, he increased revenue at Petersburg, Va.-based Carl Zeiss Optical Inc. by $6 million.

But more importantly, said Mr. Cherubino's son, Scott, he taught his own children to live by his own motto: "Work hard and love deeply."

"He taught us that his work was about building relationships. He used to take me along when I was a child on sales calls, and I became a social worker because of him. My sister Holli did, too," he said.

Michael Cherubino, who died Wednesday at 62 after a four-year battle with lung cancer, was possessed with a great intellectual curiosity and became so knowledgeable about technical innovations in his field that he was named chairman of the AR-Council, which brought anti-reflective coating to the American market.

"He didn't read, he studied," said his wife, Cheryl Begandy of Stanton Heights, who noted that his lectures and courses on marketing for optical retailers were widely attended. "He loved learning and became fully versed in the technical side of the business. He could have been an optician, but he loved being in sales."

When the manufacturing of optical materials began to move overseas, Mr. Cherubino switched gears and, shortly after moving to Pittsburgh in 1997, started Cherub Fundraising, which provided products for schools, clubs, athletic organizations and church groups.

Mr. Cherubino grew up in Clarksburg, W.Va., and moved frequently for his work -- North Carolina, Virginia, Ohio, Colorado and Oregon -- but no matter where he lived, he always became involved in his local Catholic parish.

After moving to Pittsburgh, he joined St. Raphael Church in Morningside and became active in volunteer work, spearheading that church's annual bazaar and, as a member of the Knights of Columbus, helping raise money for the Bishop's Appeal for special needs children.

He also became a passionate Pirates fan -- throwing out the first pitch at a Pirate game in 2007 to help raise cancer awareness -- and by the time of his death, he had visited all but three major league baseball parks.

"One of the last things he did was go to a Pirates game," his son said.

Besides his wife, Cheryl, and son, Scott of Sugar Mountain, N.C., Mr. Cherubino is survived by two daughters, Holli Cherubino of Asheville, N.C., and Melynda Cherubino of Oakmont; a brother, Carl of Columbus; and two grandchildren.

A Mass will be celebrated at 11 a.m. today in St. Raphael Church.

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