Steve Lapinski Email & Phone Number

California, United States

Los Gatos Ca

Manage all aspects of strategic and corporate marketing. Responsible for marketing communications, building the marketing organization and corporate positioning for funding and customer engagement. Developed new product launch and strategic planning process to prioritize opportunities. The company is a vertically integrated energetic applied materials and energy storage systems company created to develop and commercialize materials and battery products, for systems solutions.

Sunnyvale Ca

Directed the marketing activities for an internal software startup (Sponsored by the CEO) focused on software development for the “Smart Network” applications for routers, gateways and NAS devices. Directed all business development activities for downloadable applications (App Store), alliances (Software Developer/Eco-System agreements), and drove the new marketing strategy/positioning for the company across three business units for consumer and business segments.

Spansion was undergoing a top-to-bottom strategic, structural, and communications overhaul, essentially reinventing itself from scratch. My role centered on corporate development, closing two major industry-shaping agreements and driving corporate communications. Many consider this one of the most successful corporate turnarounds industry-wide.One major transaction, in which I participated on the lead negotiations team, was the sale of a plant in Suzhou, China to Powertech Technology, Inc., which ultimately freed Spansion from around $50 million in operational costs. A concurrent role for me was setting in place a new company vision and rebranding called “Vision, Mission & Values,” refocusing messaging for PR, website and internal communications.

My marketing leadership encompassed product, strategic and segment marketing for consumer, set top box and industrial segments. I oversaw cradle-to-grave product strategies, directing 20 product launches, around 40% of total revenue growth.To drive our strategy, I started a Product Advisory Board, which shaped many of our future decisions for prioritizing products that would add most powerfully to revenue goals.A clear home run here was achieving our embedded memory sales target of $1 billion—a key victory that also led to a 5% increase in market share in this competitive global market. Added benefits to this team success were increased brand visibility and brand recognition, with a design win gain reaching 50%. Spansion products were well positioned in many leading wireless, multimedia, industrial, consumer electronics and automotive products.

In transitioning to Spansion from AMD, my initial role was over Systems Engineering. Here, I saw a vital need to shift our direction towards Applications Engineering—emphasizing customer solutions in our product development through a forward-looking systems platform team and culture.Another role was global corporate development. I negotiated major alliance agreements with Saifun, M-Systems and ARCA China design center. This expanded our reach and power surrounding product launch into system platforms for MP3 players and wireless sub-systems.

Here, I negotiated two major corporate acquisitions totaling $70 million: Coatue Corp and Alchemy. This better positioned AMD to target low-power microprocessors and future polymer technology for flash memory development.

One challenge was a highly competitive environment against Intel. Our campaign was to create “the fastest processor in the world” to outperform Intel platforms by 12%. We succeeded in our mission with our Athlon, Duron, and Optron product families covering both desktop and mobile products. The success of high-performance microprocessors led to an increase in brand visibility of 50-80% through launching the Athon products, as well as 90% positive customer testimonials.

Sunnyvale Ca

S3 served as a foundation to my advocacy of a solutions- and customer-focused approach to marketing programs (S3 - Site, Sound and Speed). Here, I launched 10–15 new products—equaling 40% of total revenue. I developed a product rollout program called the “Cook Book” complete with a clear methodology of how to prioritize product releases based on criteria determining which products would capture the most revenue and margin. Responsible for all communications, PR, and technical documentation.

Dallas/Fort Worth Area

A cornerstone of my leadership at Cyrix was building a cross-functional team (Sales, Marketing, Operations and System Platform Engineering) of 50+ experts with advanced knowledge of PC systems. This dynamic start-up team fueled the capturing of $125 million (25% of total company profits) in revenue in two years. This marketing strategy targeting PC upgrades for OEM and major retail outlets achieved a 95% installed base success rate.

Mba

Bs, Business Administration