Orange Tulip Consultancy is an independent agency servicing clients in the B2B and B2C space. Based in the heart of Silicon Valley, Orange Tulip creates value for anyone that decides to engage. Since its inception in 2016, Orange Tulip has serviced close to 40 clients around the globe with current and former clients located in Silicon Valley, Los Angeles, Eindhoven, Korea, Turin, New York, Austin, Delft, Amsterdam, San Francisco, etc. The business philosophy is captured in a book titled “Cut the Bullsh*t Marketing” which is available on Amazon. The book is endorsed by Royal Philips, KKR, Stanford University, NXP Semiconductors, and others.Former and current clients include: ARM, Supplyframe, SiTime, BARE Conductive, Stanford GSB, SiFive, Carnegie Mellon University, Techwatch BV, Maxim Integrated, Marvell Technology Group, MeetIn, McKinsey and Company, Valley Christian Schools, Chatalyze, Arduino, Klue, Gridd, CCC-Engineering, Mythic, Unwrinkly, Panzura, Groq, Lumileds, InCooling, Wevolver, DuPont SVTC (Silicon Valley Technology Center), Syntiant, Gotoky, Intermolecular Inc / Merck, Pagaya, Intrinsic ID, OKdo, Enfabrica, E-Fabless, Neurophos, Axelera, Wireside, ClassGenius, Driver.AI, ORCA Semiconductor, Attimis, Delft Circuits, PhotonDelta, Furiosa, and others...Feel free to contact me at: sander1arts@gmail.com

Co-author (other authors: Mark Geljon, Jeroen Grit; Edited by Robert Slagter) of Cut the Bullsh*t Marketing, a practical guide into impactful, agile marketing. Endorsed by: - Rick Clemmer, President & CEO, NXP- Frans van Houten, CEO at Royal Philips NV- Johannes P. Huth, Member of KKR and Head of KKR's operations in EMEA- Steven Laub, Former President and CEO, Atmel Corporation - Mike Noonen, founder of Silicon Catalyst, former EVP sales & marketing at NXP- Baba Shiv, Professor of Marketing, Stanford UniversityGet your copy today on Amazon by clicking on the images below (available in full color and black and white [the "No Bullsh*t" version], for Kindle, and as audio book. The book is being used in classes at Carnegie Mellon, Stanford and INSEAD.

Ever since 2012, I have lectured at a variety of Universities, MBA programs, Graduate schools, etc. List includes:Stanford GSB's Strategic Marketing Management Class (SMM), Carnegie Mellon, NYU, CalPoly, University of Colorado, Boulder; Leeds School of Business. in 2016, in collaboration with Stanford Professor (Baba Shiv) and the Stanford faculty, I also developed a case study for GSB which is used in executive and MBA education around the globe. (Link to case study below).

World-Changing AI Tools for Happier, More Efficient Teaching.

Backed by some of the world’s leading tech companies, including Amazon, Applied Materials, Bosch, Intel Capital, and Microsoft and Motorola, Syntiant’s ultra-low-power, high performance, deep neural network processors are making AI at the edge possible. Founded in 2017 and led by a veteran management team of accomplished tech executives, scientists, hardware and software engineers with deep ties to the semiconductor industry, Syntiant’s architecture was built from the ground up to run deep learning algorithms.

Incooling has created the world´s first two-phase cooling system dedicated to cooling data centers. Our mission is to bring next generation performance, today. Partner: ASML. CERN Technology.

Groq is a machine learning systems company building easy to use, high TOPS/Watt accelerators with sub-millisecond latency.Groq has raised $367 million.

Company was acquired by Synopsys in March of 2024.

Arduino is the world’s leading open-source hardware and software ecosystem. The Company offers a range of software tools, hardware platforms and documentation enabling almost anybody to be creative with technology. Arduino has ~27 million unique web visitors ANNUALLY, consuming ~23 million pages PER MONTH.Arduino is a popular tool for IoT product development as well as one of the most successful tools for STEM/STEAM education. Hundreds of thousands of designers, engineers, students, developers and makers around the world are using Arduino to innovate in music, games, toys, smart homes, farming, autonomous vehicles, and more.Originally started as a research project by Massimo Banzi, David Cuartielles, Tom Igoe, Gianluca Martino, and David Mellis at the Interaction Design Institute of Ivrea in the early 2000s, it builds upon the Processing project, a language for learning how to code within the context of the visual arts developed by Casey Reas and Ben Fry as well as a thesis project by Hernando Barragan about the Wiring board.

Your All-In-One Engagement Tool. No more juggling multiple tools to offer one-on-one digital services. Let Chatalyze manage everything and simplify your life!

Assisted DuPont Silcon Valley Tech Center with their marketing and strategic relations while guiding/coaching the team.

Supplyframe was acquired by Siemens in June 2021 for $700M Supplyframe is the Industry Network for electronics design and manufacturing. We provide open and connected access to the world’s largest collection of vertical search engines, supply chain tools, and online communities. At the foundation is a powerful dataset that allows us to draw critical insights to optimize the Supplyframe experience. The result is networked innovation with unmatched speed and efficiency that is powering the creation of the next big thing. Our industry leading brands include: Parts.io, Findchips, OEMsTrade, Hackaday.com, Tindie, Hackaday.io, EEFocus, QuoteFX, Polydyne, SupplyFX.

KLUE got acquired by Medtronic at the end of 2019. Klue has developed a hand gesture recognition technology that automatically deduces a user’s eating and drinking behaviors from monitoring his/her hand movements using existing wearable devices. Since the software operates in real-time, it can issue real-time alerts or send users personalized, in-the-moment tips or reminders that empower them to actively engage in their health. Our software acts as an interactive health assistant and provides a new type of wearable application that acts and interacts at exactly the right time to positively influence behavior and health outcomes. Klue has partnered with the Stanford School of Medicine to deliver an evidence-based solution and we are partnering with companies across the health spectrum to co-develop and roll out new programs and solutions that leverage the groundbreaking capabilities of our platform. Our partners can use Klue’s API to integrate consumption activity information into their specific solutions.

Panzura got acquired in May 2020Panzura is the leader in enterprise hybrid cloud file services and cloud data management. Panzura Freedom, an intelligent hybrid cloud storage platform, represents a breakthrough in managing explosive growth in unstructured data, delivering data center performance with the economics, scalability, and durability of the cloud. Panzura CloudFS underpins Panzura Freedom and incorporates intelligent file services backed by 26 patents. Using Panzura, enterprises shift from legacy storage as they consolidate and simplify their storage into the cloud. Organizations like Milwaukee Tool, American College of Radiology, and Chevron use Panzura for active archive, hybrid cloud NAS, cross-site collaboration, and DevOps use cases.

Mythic envisions a world where every device is intelligent, with human-like senses and high-level understanding of the environment around it. To realize this we built a team of top talent who bring decades of industry experience from across the entire computing spectrum – empowering everyone to challenge assumptions and eliminate the barriers to achieving our mission. They’ve gone beyond conventional digital architectures, memory, and calculation elements – rethinking everything from the ground up: from transistors and physics, through circuits and systems, up to software and AI algorithms.The result: Powerful life-enhancing AI that customers can push into anything – from fitness bands and hearing aids to self-driving cars and robotic drones.

Started off as interim VP of marketing, then moved into consulting role on company positioning, marketing and biz dev side per Jan 2018. Left in March 2019.- Cut the bullsh*t out of the marketing budget and re-invested the money into programs that deliver ROI and revenue- Managed the day to day marketing team activity; globally- Launched a new website (responsive & personalized)- Drove multiple (digital) global integrated multi-channel marketing campaigns- Launched Account Based Marketing campaigns- Brought net new customers to Marvell through marketing campaigns- Significantly grew Marvell social channels and fan base- Drove ~25% more visits to Marvell.com and increased sales potential- Drove ~25% more unique visitors to Marvell.com and increased sales potential- Increased overall page views by ~33%- Boosted automotive page views by 50%- Increased output of technical content by 400%- Generated leads for sales- Drove repositioning of Marvell/Cavium in partnership with Ogilvy

Started off as SiFive CMO, then moved into a Sr. Advisor role to the company.SiFive was founded by the creators of the free and open RISC-V architecture as a reaction to the end of conventional transistor scaling and escalating chip design costs (because Moore's Law only ends once). By bringing the power of open-source and agile hardware design to the semiconductor industry, SiFive reduces the cost to harness the performance and energy-efficiency of customized silicon, enabling whole new ranges of applications. SiFive is backed by Sutter Hill Ventures & recognized by UBM Electronics (ACE awards, 2016) as "Start-Up of the Year", and raised ~50 million $ in H1 of 2018.

Advising McKinsey & their clients on topics related to: - Internet of Things &- Digital TransformationManagement consulting.

Successful exit: Company sold to Microchip Technology, April 2016Member of Atmel's Global Executive Management Team, reporting to CEO. Driving activities focused on generating revenue, mind share and market share. Driving marketing best practices and digital transformation across the company. Overall strategy and results on repositioning, closed loop marketing, and social footprint was captured in a Stanford GSB case which is used in Stanford's executive and MBA education. For more details, go here: https://www.linkedin.com/pulse/atmels-marketing-strategy-results-stanford-case-sander-arts?trk=prof-post - Re-organized global team, built correct infrastructure for business and marketing success- Re-positioned company at the heart of IoT, the Maker movement, and engaged deeply with (Internet of Things) start-ups and Arduino- Re-established and deepened partnership with ARM- Created closed loop marketing showing revenue for every dollar invested in marketing- Created one of the largest social media footprints in the semiconductor industry; leveraged to generate ROI and revenue- Overall marketing strategy, execution, and results are captured in a Stanford case study which is used in their (and Harvard’s) exec and MBA education programs- Seasoned spokesperson on the topic of marketing, technology, Maker Movement, IoT, start-ups- Won multiple marketing awards for long tail and account based marketing (for Atmel's mobile trailer, B2B account based marketing, runner up for a Markie for the Atmel AVR marketing campaign, and nominated 'Marketing Team of the Year (ACE))

NXP Semiconductors (http://nxp.com/) is a multibillion dollar technology company with operations in more than 25 countries. It spun out of Royal Philips Electronics in 2006 and was acquired by KKR, Bain and Silverlake in the biggest LBO to date at that moment. • Created, implemented and drove concept of (award winning) integrated marketing campaigns globally, including social media, resulting in increase in sales, margin, and mindshare. Examples: http://www.nxp.com/news/campaigns.html • Drove award winning mobile marketing effort: Launched an I-phone/I-pad/Android app (first Semiconductor company on the planet to launch mobile apps) in multiple languages: For details, check: http://www.nxp.com/news/mobile-app.html • Determined positioning and marketing for NXP’s IPO on August 6, 2010; one of the largest IPOs of 2010 • Launched NXP’s redesigned website (www.nxp.com), a truly community built website, won the B2B Standard of Excellence Web Award for outstanding achievement in Web development: http://goo.gl/ezstv • Reshaped NXP’s global marketing organization, built sales and credibility with customers and stakeholders across multiple, vertical business segments, globally• Initiated, directed and staffed multiple marketing initiatives resulting in larger NXP global footprint, more revenue and improved ROI• Built partnerships with most global distribution partners implementing ‘ecommerce’: Contributing to NXP’s #2 position with Distribution world-wide• Successfully marketed technologies like NFC (Near Field Communications). Positioned it in global market place and supported the partnership with Google (Google wallet): http://goo.gl/3z0zg Member of NXP's global Leadership TeamNXP's Executive Sponsor for DigiKey.

- Management of global corporate communications department and all external communications activities related to positioning, financials, branding, crisis, reputation and issues.- Established a model with one global PR agency for NXP and Philips and made the collaboration work in all regions showing quarter on quarter improvements through measurement of activity. - Position is key role and part of Philips Semiconductors top 100 management team, daily sparring partner to CEO (Frans van Houten, currently President and CEO of Royal Philips) and Executive Management Team members in ongoing change process around ‘Business Renewal’ and the disentanglement project for Semiconductors (Semis was put in a separate legal entity from Royal Philips).Implemented executive visibility, global messaging platform and influencer relations/analyst program globally. Drove all Communications and change management around NXP’s move out of Royal Philips and won multiple awards globally.

Straight out of college, in 2000, I started working at Royal Philips as project manager in the global sales organization (after I finalized my Master Thesis with the company). Within a few years, I quickly moved into becoming a Director, and progressed into broader global marketing, PR, branding roles.

During my time at College, I started one of the first internet based fishing tackle companies selling throughout Europe.