Conducted AB testing campaigns and defined a new go-to-market strategy with messaging, positioning, personas (data engineers and data architects), repeatable use cases, and competitive differentiation that created new business opportunities.Developed all new Marketing materials including presentation decks, white papers, and other materials.Established first relationships with key industry analysts.Launched a new website with new messaging.Assisted all major business development initiatives (e.g. Snowflake, Postgres, Teradata, and others).Re-architected all backend processes and systems to increase demand generation.Defined new demand generation nurturing tracks, social media, and SEO strategy.

Pivotal Greenplum: World’s First Open-Source, Multi-Cloud Data Platform Built for Advanced Analytics and AI.Designed and deployed a “turnaround” product marketing strategy that changed the course of Pivotal Greenplum in terms of awareness, adoption, and year over year revenue growth.Drove global launch and go to market strategy for four major Greenplum commercial releasesInfluenced the open source community on the positioning and messaging of two key Postgres-centric projects: - The Greenplum Database OSS project: “Massively Parallel Postgres for Analytics and AI” - The Apache MADlib library: “In-database AI and analytics library for Postgres engines”Led the creation and execution of all the Greenplum community channels and tools, including: the Greeenplum.org website, the Greenplum YouTube education channel, Greenplum social media channels, the Greenplum Sandbox and the Greenplum Summit Annual Conference (happening during PostgresConf).Defined business-centric messaging with a focus on key data stakeholders, including: data scientists, data engineers, data architects, and the C-Suite (chief data officers and chief analytics officers).Developed industry solution frameworks and quick-start kits to focus sales on repeatable, high-value use cases (fraud management, risk management, IoT anomaly detection, and others).Created field messaging and competitive tools to simplify go to market.Changed customer perception from an “on-premises only platform” to a platform that runs everywhere customers need it, including private/public clouds as well containers (Kubernetes).Supported the changed of business model from perpetual licenses to subscription.Designed and run two major worldwide roadshows, one based on data analytics & AI and one in cloud data.Helped to improve analysts relations and conducted four Magic Quadrant reviews (Gartner), three Wave reviews (Forrester).Collaborated on the go to market strategy with major partners.

Led vision, content and execution of global rollouts of Hadoop and Big Data solutions and sharply impacted market awareness and overall demand for Teradata solutions.Collaborated in the creation of the Unified Data Architecture; a reference architecture for Big Data management and analytics based on Hadoop and other strategic components.Led the Marketing relationships and go to market plans with strategic Hadoop partners (e.g. Hortonworks).Developed leading messaging and go-to-market strategies for Hadoop and Big Data solutions.In private and public forums evangelized thousands of customers on the business value of Hadoop, Big Data analytics, data science and the data discovery process. Developed marketing and sales tools around Hadoop and Big Data solutionsExecuted competitive strategy against Hadoop and Big Data competition.Enabled and supported Teradata Sales and Alliances in strategic accounts.Worked with Product Management and Engineering to ensure product alignment with market requirements and influenced product roadmap.

Radically shifted strategic messaging and positioning to secure OEM agreement with IBM’s Data Management Division for global sales and support of the company’s database migration technology.Transformed the customer acquisition strategy from data management provider in small, niche market to key middleware component to IBM and Fortune 500 customers. Helped to evangelize and kept energized an important number of IBM Data Management account representatives, system engineers and business partner on OEM technology.Personally conducted briefings with press, analysts and industry influencers. Implemented aggressive awareness and PR strategy with high level media and industry analysts including Gartner, Forrester, IDC and others. Assisted the IBM marketing and sales organization with customer presentations and high level sales tools with focus on lower Total Cost of Ownership (TCO) and multi-year savings for IT execs.Launched company products in collaboration with IBM and according to IBM standards.Working with IBM defined functional specifications of first data migration product, the DB2 SQL Skin. Assisted CFO and CEO in company funding campaign, raising $2 million in new company financing.

Conducted market and competitive analysis and executed go to market strategy.Collaborated on product strategy with management team to define future product roadmap, strategic partnerships and acquisitions.Supported sales organization by creating sales tools and marketing materials.Recommended pricing policies to ensure product competitiveness. Provided Product Management and Engineering with enhancements necessary to meet market needs.Assisted company executives by creating content for press and analysts briefings, and investors calls.

Implemented go to market and product strategy in conjunction with senior management and Siebel Systems selling product to five “early access” customers in a period of three months. Identified business development opportunities and created strategies for product integration with other CRM (PeopleSoft, Oracle CRM 10) and ERP (SAP) vendors.Worked with Engineering to manage product rollout and with Sales to manage market rollout.Performed competitive analysis and positioning including input to sales and management staff.Defined functional specs of first company product (Tivre 1.1 for Siebel 7).

Executed launch strategy for eCommerce products targeted to new customers, ISVs, VARs, and System Integrators. Launched program that recruit 25 new partners and generated $14M in nine months.Developed competitive analysis, messaging, and positioning documents to be used by sales, partners, industry analysts, and corporate marketing staff. Collected and analyzed new market requirements and competitive needs from customers, partners, sales, and industry analysts. Collaborated with Product Management to create new functional specs.Evangelized top customers and partners.Assisted partners on closing of key accounts.

Recruited 100 new Java commercial developers in a period of five months.Launched new Internet development. Launch activities included: assessment of field needs, product beta and seeding programs, messaging, pricing & promotions, sales training, helping on business critical deals, and providing feedback in marketing communication campaigns.Worked with customer, partners, Informix business development and engineering to define new functional specs and create new development environments and product bundles for commercial and corporate Java developers.

Delivered product demonstrations for customers and partners in the US.Communicated timely and accurate marketing and technical information to the Informix Sales and Alliances organization in Latin America.Evangelized Sales Engineers in the field on new Internet, E-commerce, Java, and database technologies.

Trained and kept the sales force of indirect channels updated on new Informix products.Supported and provided consulting on new Informix development projects made by VARs, OEMs and Consultants.Identified and developed technical relationships with business critical partners.Coordinated all technical aspects at seminars and trade shows where Informix products were presented.