Avid

Building bleeding edge MarTech tools, growth infrastructure, and practice so we can do real work and influence outcomes.

Vice President of Growth Product Management

• Led Analytics and Insights for Avid's D2C Center of Excellence, defining and orchestrating product led growth motions and preparing Avid's enterprise data for AI informed operations.
• Architected and managed a team to deploy a user-centered MarTech stack on Google Cloud Platform to integrate enterprise data and make it accessible and actionable on ad tech and engagement apps. Connected User 360 to CDP like features across applications. Worked with internal talent and external agencies to implement core value in 5 months.
• Partnered with internal AI and ML team to identify opportunities and build business cases.
• Launched a first time user experience team to identify friction, prioritize improvements, and broker capacity and priority across the organization.

Senior Director Growth and Strategic Transformation

• Defined methodologies for market sizing, segmentation, competitive and opportunity analysis and M&A game board. 
• Created and operationalized framework for portfolio analysis: Investment/Divestiture/Maintenance disposition according to market viability, financial metric outcomes, probability of success, and opportunity cost.

Director of Product - Commercial Strategy and Planning

Senior Principal Product Manager

Migrate acquired development team to new systems for agile development (Jira) document control and change management (Agile PLM) and project management (Microsoft Project OWA) during integration. 

Operate as scrum master and project manager.

Program Management

Entrepreneur

Music Tech business and strategy consulting.

Consulting and Entrepreneurship

Apogee Electronics

Recruited by CEO to manage the business.


•  Strategic roadmap development
- Product Lifecycle Management methodology and Program Review
- Customer focused Product Management practices
- Prioritization and execution of strategic and tactical initiatives
- Exploration of technological and competitive landscapes to locate growth opportunities
- Build/Buy/Partner analysis
- Partnership outreach and development
- Financial modeling, forecasting, what-if analysis

•  Operations management
- Revenue plan
- Marketing budget 
- Product portfolio and R&D investment 
- Development cycle and Go to Market planning
- Business review criteria (KPI) and review cadence
- Pricing discipline, strategy, and analysis

• Business Intelligence and Analytics
- Competitive Analysis
- Market sizing and segmentation
- Strategic and tactical marketing planning
- Design and implement regular reporting for sales and marketing performance
- Implement regular reporting for customer support issues
- Increase inter-departmental transparency and accountability

GM and Head of Product

Avid Technology

Promoted to manage a larger $25M+ product portfolio of Avid Audio workstation solutions encompassing product development, partnerships and business development initiatives. 

Define the technology and product roadmap to meet market requirements in support of product line strategy by spearheading the entire life cycle including profitability, pricing strategies, launch, promotions, segmentation, sizing, financial models, pitch decks, client satisfaction, and sales success rate. Manage and mentor product design talent and hold full P&L accountability.

Key Product Management Initiatives
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✓ Deliver executive-level presentations of roadmap definition and commercialization including NPI, marketing, channel sales, and technology partnership.
✓ Spearhead the origination, analysis, and execution of build/buy/partner alternatives to enter new markets and lucrative adjacencies.

Select Accomplishments
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✓ Worked with corporate development and finance to build new partnerships, advancing technological offerings further down the value chain, and increasing thought leadership and brand equity.
✓ Successfully released the first mobile platform application from Avid Audio, facilitating a sophisticated customer data collection, CRM, and highly targeted automated marketing platform.

Managed a $10M product portfolio including NPI, sustaining, and late-stage planning. Oversaw the development and management of the Studio Control Surface product vertical within the Avid product portfolio. 

Select Accomplishments
▬▬▬▬▬▬▬▬▬▬▬
✓ Streamlined portfolio to focus investment on growth opportunities and higher margin products, increasing margin contribution by 12%.
✓ Achieved revenue growth of 40% from 2010-2012 and increased partnerships, expanding from 12 to 60 partners.
✓ Successfully developed a cloud platform for user registration data and analytics on SalesForce.com to locate growth opportunities, devise campaigns and promotions, and measure portfolio performance.
✓ Product Owner and Scrum Master for two Agile development teams. Administered Agile backlog for multiple Scrum teams. 
✓ Successfully migrated CRM and automated marketing platform from acquired to acquiring company, resulting in detailed sell-through and customer demographics information.

Key Product Management Initiatives
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
✓ Led cross-functional teams in the design, development, and deployment of industry-leading content creation solutions.
✓ Conducted a strategic analysis of Avid’s audio business including in-depth financial models and scenario analyses for SaaS and subscription growth opportunities. Executed key strategic recommendations into new product development.
✓ Devised and executed the strategy for audio mobile application development.
✓ Managed developer outreach and strategic partnership for EUCON Ethernet control protocol SDK.
✓ Governed product portfolio with business and financial planning and contingency modeling.
✓ Sourced product development initiatives from customer visits, online forums, developer relations, and market trends.
✓ Defined strategic direction and KPIs, made recommendations to leadership and executed on approved direction.

Principal Product Manager

Euphonix

Initially hired as part of the quality assurance team accountable for testing a brand new product line, the Artist Series. Promoted to Product Manager to oversee the development and management of the semi-professional product vertical within the Euphonix product portfolio. Held complete end-to-end accountability for $4M of products per year.

Key Product Management Initiatives
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✓ Contributed input and ideas to the industrial design of products and traveled to China to set up the manufacturing line.
✓ Directed current and future initiatives within the vertical and developed new solutions to differentiate Euphonix products from the competition. 
✓ Acted as center point to marketing, sales, R&D, finance and customers on product plans, releases and subsequent improvements.
✓ Innovatively engaged reseller partners to define and execute through-the-line outreach. 
✓ Represented the company at trade shows and dealer educations, as well as conducted interviews with music technology periodicals.  
✓ Created procedures for quality assurance, customer success, and product specialist demonstration and trainings.

Select Accomplishments
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✓ Launched four award-winning products and increased sales from zero to $4M per year in two years.
✓ Capitalized on technology partnerships to grow the business and challenge the market leader.
✓ Defined customer support, CRM, and automated marketing platform, allowing one person to effectively perform multiple roles.
✓ Product Owner and Scrum Master for over 20 Agile software releases in 24 months.

Product Manager

Left Coast Digital

Interface, menu structure, and motion graphic transitions for DVD.

✓ Used Final Cut Pro, Adobe Photoshop and Illustrator, After Effects, Apple Logic, and Avid Pro Tools.
✓ Coordinated needs and resources, insuring quality, and timely delivery of projects within budget and on strategy.

Motion Graphics Designer

FILMLOOK Inc.

After graduating from UCSC film school, I moved to Los Angeles with a backpack full of clothes, a bike, and a resume to get a job in the industry.

By the grace of a few good people I found a seat in an editing suite, and had access to any creative software you can think of.  I spent my time learning everything I could about editing, compositing, sound design and mixing, motion graphics, and image manipulation...and I got to work on a few really cool B movies!

Assistant Editor

Growth and Strategic Transformation @ Avid

Hacker at heart with an experimentation mindset who is passionate about improving user outcomes and business
performance through technology, data, and personalization at scale.


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