The business unit is responsible for device architecture, device design, s/w development, applications, product engineering, life cycle management, customer relationships and marketing. End equipment focus includes integrated digital cockpit, Infotainment head unit, clusters, gateways, and audio amplifiers.

MCU Automotive Business Unit strategically decided to focus on the Safety MCU market. I was asked to lead the Transportation business. Transportation market is defined as any market that moves under its own power; Automotive, Aerospace, Rail, Offroad, etc.

MSP430 product line has been supplying MCUs to the general market for more than 10 years. Automotive is 40% of the 8/16 bit MCU market and was not targeted by the business. Decision was made to invest in the automotive market. I was asked to lead the expansion into the automotive market leveraging my experience in the automotive market and entering new markets.

The growth potential of the Performance Media Solutions business (see below) was limited by the ability to create compelling products. I analayzed the finances and products of the entire C6000 business and concluded that the C6000 business was limited by the ability to create compelling products. I proposed changes to be made to the design team structure, processes, and development model. Ultimately, I was asked to lead the 120 person design team through these changes.

Selected to manage the Performance Media Solutions business. Performance Media Solutions merged three groups to create one, TI wide, audio processor strategy and focus on and grow connected A/V solutions for the Consumer and Automotive Electronics market. $100M business generating 60% COBM and >20% PFO. Three main product line consisting of post processing audio DSPs, audio encode/decode DSPs, and connected A/V processors.

Transferred to Tokyo to head development, startup, and management of the Japanese high-performance audio business. Built and manage a geographically dispersed team comprised of 30 engineers (in Japan, India, and the U.S.) and a marketing manager. Hold P&L responsibility and oversee all strategic market planning, business development/marketing (pricing, delivery, purchase agreements), applications engineering, customer support, and software development, with influence over silicon design, product engineering, quality, finance, and operations. Returned to Houston from Tokyo in June 2004.

Selected to spearhead high-priority strategic initiative to design and develop a new business model capable of rapid reaction to markets and trends. Created unique business process analogous to venture capital funding. Identified business opportunities, formed start-up businesses, and incubated new ventures within the DSP Business Unit. Managed day-to-day operations of 3-5 incubating businesses simultaneously. Served on Board of Directors for SoundID, a Texas Instruments’ strategic investment.

Promoted to guide change in strategic direction of this $400 million business unit. Identified and penetrated new markets within the automotive market to diversify and broaden revenue base. Re-aligned product roadmap with existing top 3 customers and solidified chassis control revenue base while enabling growth in other market segments. Structured and negotiated strategic partner agreements.

Played key role in transforming strategic direction of the Automotive Business Unit to focus on ARM 32-bit RISC-based microcontrollers, the first processor of this type introduced to the market. Shifted customer base to European chassis control manufacturers and away from previous base of U.S. audio, HVAC, and electronic control systems customers, ensuring rapid adoption of new technology. Managed a 30-person team of application engineers located worldwide. Prepared standard and custom products for market, including product documentation and support, hardware development tools and support, and software development tools and support.

Advanced and relocated to Japan to leverage strengths of the mixed-mode semiconductor process in the Japanese Automotive market. Applied expertise in analog design, digital design, power design, and automotive systems design to consult with customers and ensure adoption of new technology. Led a team of 8 applications engineering and marketing staff and retrained engineering team to support mixed-mode processor solutions. Managed key clients, including Toyota, Denso, Fujitsu Ten, and Ashin. Brought new standard and custom products to market.

Hired initially to assist customers in system design tradeoffs in order to leverage advantages of Texas Instruments’ revolutionary mixed-mode semiconductor process. Consulted with customers on design and development of hardware and software. Researched and developed critical applications for use by end customers. Conducted technical seminars and marketing presentations. Collaborated in development of a comprehensive marketing plan for complex electronic devices.

Designed and developed hardware and software from initial concept to production. Handled all phases of system design projects, Supervised and coordinated groups of engineers, technicians, and designers, Maintained documentation for all projects. As cooperative engineer, designed and developed circuitry and software for feasibility projects and designed test equipment fro product development.