Worldwide Top 3 suppliers of semiconductor manufacturing process equipmentDirector, Service Business (01/2020 - Now) Sr. Manager, Service Business (03/2014 – 12/2019)1. Responsible for ASML Taiwan service business (including revenue €, margin %, strategic service roadmap, and customer management) for all customers in Taiwan, along the full product lifecycle, from NPI / new product introduction, HVM / high volume manufacturing, to EOL / Extension of Life, service sustaining.2. Managed cross-sector service core teams, including Customer Support, Supply Chain, Finance and Service Business planners & managers, to execute the service business to achieve target revenue and field margin, including SLA performance-based contracts, relocation, overhauls, spare parts, expert / consulting labor to customer training. 3. Established multi-year performance-based service contracts with major customers, including EUV systems, DUV NXT / XT scanners, and Metrology Yieldstar. 4. Honored with a. Service Business Manager of the Year, 2016 b. Excellent Customer Service & Support, for Fast Ramp & Relocation Project, 2017c. Accelerated Leadership Development Program, by IMD Lausanne Switzerland, 2017d. Finance Award of Most Innovative Win-Win Business Deal of the Year, 2019

Product Manager, PAS5500 Scanners & Steppers (03/2011 – 03/2014)1. Responsible for ASML PAS5500 scanner & stepper product line, including product portfolio (definition, value proposition vs. customer alternative, competition), commercial (pricing, margin, capacity slots), to product execution (factory refurbishment, field service and upgrade)2. Led Asia business development, including customer interfaces with field sales, deal-making & approval with finance.

Verigy (spinned off from Agilent in 2006, merged with Advantest in 2011)Worldwide Top 2 suppliers of semiconductor testing solutionGlobal Remarketing Manager:1. Managed the global sales & operations of Verigy refurbished equipment, led a cross-functional team from sales, finance, sourcing, manufacturing and customer service.2. Remarketed surplus and end of lease systems, from technology-leading customers & financing partners to new owners, with value-add of quality refurbishment, configuration upgrade, and reliable source and cycle time from demand to production. 3. Outsourced refurbishment & reconfiguration operations to an Verigy authorized 3rd party supplier, achieved a variable cost structure and scalable business model to meet cyclic nature of semi equipment business. Global Financing Manager1. Managed the financing solutions of Verigy Asia & Japan regions, thru partnering with major global financing institutes. 2. Structured, negotiated and implemented three major business frameworks in the company:a) Remarketing Agreements, with major financing partners, obtained exclusive rights of refurbishing & reselling end-of-lease equipment. b) Revenue Share Model, with major Foundry & OSAT’s, to secure installed base market share and sustainable revenue stream. c) Asset Refresh Model, with major Foundry & OSAT’s, to renew installed base with latest generation of testers and obtain exclusive rights of refurbishing & reselling legacy systems.

Verigy (spinned off from Agilent in 2006, merged with Advantest in 2011)Worldwide Top 2 suppliers of semiconductor testing solution1. Managed the business development team of SOC platforms for Asia & Japan regions.2. Led a diverse global team of experienced business professionals, located in Tokyo, Shanghai, Singapore, Taipei, Cupertino, Austin, and Stuttgart. Established a culture of achievement, excellence and accountability. 3. Defined penetration strategy into new segments & customers, market & application trend and sizing (TAM/SAM), competitor study & intelligence, legacy to new solution transition in existing segments & customers, prioritized engineering resources to maximize market segment win, managed sales tools & training program, and leveraged win/loss learning in one account into broader customer base.4. Structured & implemented a new business structure/model, enabled differential pricings in semiconductor testing supply chains, from upstream (fabless & IDM) to downstream (Foundry & OSAT’s). Feedbacks from Senior Director of Marketing, Feb’10: “Bruce had another great year as a manager. He has overachieved his personal and team objectives. Specifically, his crucial role in the development of an annuity business model with the major foundry customer has impacted company business positively. Bruce demonstrated his ability to work towards achieving business results in a cross functional and cross cultural way against a challenging timeline.”

Applied Materials is worldwide Top 3 suppliers of semiconductor manufacturing process equipment. 1. Managed the sales of refurbished systems (200mm front-end process equipment) & product enhancement modules to China and Singapore customers. 2. Worked closely with regional sales force to define and execute product penetration strategies including translate customer requirements into buildable system config, core tool buy & refurb tool sell, config / upgrade & refurb mgmt, software / license & service value-add.3. With manufacturing to ensure systems refurbished on-time with good quality to meet customer demand. With finance for cost and margin analysis, commercial package structuring & approval.

1. Delivered first line engineering service to 200mm customers for thin film modules.2. Acted as one of Taiwan project leads, liasoned with global program mgmt office, developed and implemented three cross-functional & cross-country business processes and underlying ERP systems, including customer service engineer time-writing, part ordering, and quality issue reporting, which streamlined and standardized global business processes and improved operations efficiency of more than 5,000 engineers worldwide.