Ed Cuellar Email & Phone Number

Newark, Ca, Us

Koto-Ku, Toyosu, Tokyo, Jp

Product Marketing Manager, IDT/Renesas. Cross Functional Team Leader for all major product lines within the Memory Interface Division. Managed all aspects of development to ensure on time delivery of new products.

ChorrosTV is a Set Top Box that that brings you TV Stations from Central and South America.

Boise, Idaho, Us

Chief of Staff for GM of Micron Technology, Embedded Business Unit. Assisted VP/GM with managing the business by ensuring the on time delivery of all key management reports to the Executive Committee and managing the review of all key business metrics on a monthly and quarterly basis. Also responsible for developing a 5 year demand model for memory products. Evaluating top down view of 30 different market segments to determine overall demand in Consumer, Connected Home, Automotive, and Industrial markets.

Newark, Ca, Us

Unigen is a manufacturer of flash memory based products and wireless modules for OEMs. The company makes Solid State Drives (SSD), CompactFlash and USB flash drives. Unigen focuses on applications that require optimized non-standard solutions. By choosing the right combination of third party controllers, flash memory, firmware and PCBs Unigen is able to design unique solutions for its OEM customers.

Verismo Networks has developed a complete end-to-end solution for viewing internet videos on the TV. The solution is currently sold to consumers and is also available as a turnkey private label solution to OEMs. The Verismo Networks product includes IPTV, Social Networking Apps, Home Networking for Personal Media playback, and a web based management interface for the consumer. The core technology is similar to and competes with products from NetFlix, Roku and AppleTV.

Independent consultant involved with Strategic Planning and Business Development.

Milpitas, Ca, Us

SanDisk Corporation, is a $3B semiconductor company that specializes in building flash memory products for the digital imaging, mobile phone, USB, gaming, and other markets. NASDAQ: SNDKDirector of Strategic Marketing / USB (2005-2007)Spearheaded product strategy to drive sales and positioning in the competitive USB flash drive marketplace - specifically related to software development and user experience programs for USB flash drives. Developed and executed the roadmap and schedules for the $500M product line. Guided the positioning, marketing, and launch planning of all new products. Directed market research and usability studies. Collaborated with engineers, sales, and communications on all project phases.Key Achievements:Defined the software introduction process, and organized software product development plans to meet established timelines.Successfully developed a software bundling strategy and managed negotiations with software partners to maximize profitability.

Milpitas, Ca, Us

Developed differentiated product launch, positioning, and go-to-market strategy for flash drives while supporting the industry standard U3 platform. Defined optimal value propositions such as unique software bundles and features. Partnered with U3 LLC and M-Systems to create/execute plans for optimal industry impact. Led the marketing efforts for the newly formed business unit.Key Achievements:Led software development and enhancement in support of the successful joint collaboration with Microsoft/SanDisk for USB flash drives, announced in May 2007.Drove consumer interest and achieved market differentiation through unique software bundles and customized features.

Milpitas, Ca, Us

Selected by senior management to build/manage the New Product Development Team and create formal processes for initiating and presenting new product development concepts to the organization. Forecasted and tracked 5-year total market demand (by market segment). Created marketing communications strategy, and oversaw collateral design/production for the $200M business unit. Created licensing plan for application support tools.Key Achievement:Pioneered concept for memory card design that resulted in several patent filings and grants, and led to the development/release of the SanDisk SD Plus memory card, a combined SD card & USB flash drive. The product received numerous design innovations awards. The product is still a flagship innovation product for SanDisk.

Milpitas, Ca, Us

Chosen by management to fuel global revenues of semiconductor memory products, in particular a new line of IC products that was critical to competitive positioning in a changing industry. Directed product definition and established plans for pricing, launch, forecasting, and marketing. Responded to market shifts and demands in developing new products and support tools.Key Achievements:Worked with Toshiba to jointly develop the NAND flash technology roadmap which was used by all SanDisk product lines; also integrated NAND technology into an existing family of memory card products, and created/ launched the first-ever Multi Level Cell (MLC) NAND products.Improved competitive positioning and developed strategies to establish SanDisk as the preferred supplier of MLC NAND flash memory products (over Toshiba and Samsung).

Milpitas, Ca, Us

Directed product design, development, and management for retail and OEM flash memory cards, such as the PC cards, CompactFlash, MultiMediaCard and SD products. Introduced and implemented the Phase Review process into SanDisk which is still in use today. Wrote policies and procedures for developing and tracking custom products, overseeing product releases/transitions, and documenting design wins. Secured licensing agreements. Introduced application support tools.Key Achievements:Grew revenues for product line from $50M to over $400M in four years through high-impact design wins with digital camera companies (Canon, Kodak, HP, Casio) and MP3 player companies, and securing prized shelf space with major retailers.Captured $35M contract with the U.S. Army after building the new sales channel and creating product modifications that aligned specifically with military needs.

Product Line Manager / Strategic Marketing ManagerIncreased revenues for the Local Area Network (LAN) division from $20M to $200M. Expertly managed Ethernet products from concept through production, launch, and marketing during extensive tenure.