Marketing Sales
Resume:
Greg Whelan Mobile 978-***-****
Newburyport, MA *1950 *******@*******.***
http://www.linkedin.com/in/whelangreg google: Greg Whelan adsl
Technical marketing expert combining strong technology aptitude and business acumen (BSEE/MBA). Superb complex
problem solving abilities. Ability to take complex technical concepts and create terse, salient, targeted messages for a wide range
of audiences. Ability to rapidly integrate new technologies into current solutions. Extensive track record of both product &
solution marketing. Deep analytical skills to evaluate and validate complex solutions and industry trends to create compelling
strategies and profitable implementation plans.
Critical Skills
Messaging, diverse audiences Thought leadership/Visionary Business/Use case development
Collateral development 2.0 Complex problem solving Product marketing
Whole offer development Industry-wide participation Solution marketing
Solution selling International standards Product management
Sales/Field training Coalition building Partner management
Competitive Analysis Go-to-market strategy Cross functional management
Professional Experience
9/11 to Present: Consultant, Advisor and Author
• Provide a range of marketing, strategy, business development and PR advisory services to early stage companies
• Board Member of the Newburyport CleanTech Center (an incubator). Acting VP of Marketing
• Chairman of the Newburyport Education Business Coalition STEM advisory committee.
• Executive member of the Newburyport Education Foundation Business Council
11/05 to 9/11 Cisco, Inc
Sr. Marketing Manager : Service Provider
• Drove global strategic marketing initiatives and comprehensive technical architectures for video, mobile data, cloud
and the connected home.
o Won internal and external awards for best marketing programs
o Instrumental in changing messaging and marketing materials from product-focused to solution-focused
o Drove architecture work that lauded as a model for engineering and marketing collaboration
o Lead the marketing integration of Cisco, Scientific Atlanta and Arroyo to create a 1+1+1=5 video solution
• Telco lead for the Videoscape/Medianet Evolution Architecture
o Developed and marketed a 3 year SP end-to-end video architecture vision and evolution addressing
requirements from executives, customers, subject matter experts, senior network architects, BU’s and
global field teams that was widely adopted through the organization.
o Comprehensive architecture encompassed state-of-the art end-to-end IP networks, data center/cloud,
mobile data, connected home and video technologies
o Architecture encompasses evolving technology trends, industry value chains, business transformations,
content provider business models around emerging application (apps)
• Lead the creation and development of Cisco-wide Network API strategy.
o Ground breaking Cisco-wide initiative to create a comprehensive Network API strategy at multiple
protocol layers.
o Simplified the complex problem space by creating a layered model that was adopted across the company
for internal and external communications
o Project addressed GSMA’s OneAPI, OSS/BSS/SDP integration, network abstraction, network management
and XMPP/SOAP/REST.
o Drove meaningful executive communication, structured product roadmaps and developed effective and
actionable competitive positioning.
• Product/solution marketing co-lead for the SP Medianet Initiative:
o Won CMO (Central Marketing Organization) Best Marketing Campaign Award for Big Bet
o Major strategy launch to articulate the technical synergies between Cisco, Scientific Atlanta and Arroyo
video solutions.
o Created significant market recognition for solution via innovative videos, flash animations, presentations,
sales tools, and whitepapers. Set the bar for media impressions.
• Lead “The Connected Life” Campaign
Drove solution marketing campaign, which became Cisco’s primary messaging platform for SP video and
o
connected home. Campaign created a technical and marketing umbrella to drive strategic conversations
and align and drive technical roadmaps.
o Won the Lightreading® Leading Lites Award for best marketing- public company
• Provided technical marketing field support to the worldwide cable field teams to elevate Cisco’s strategic position
with Cable CxOs by changing the discussion to an architecture lead one from a box lead one.
• Global SP Theater research to streamline field enablement by creating actionable sales and customer collateral
resulting in increased consumption of materials
• Representative for Cisco to the MIT Communications Future Program and MIT MediaLab
2003 to 2005 Quarry Technologies (Acquired by GenBand)
Director of Marketing
• As the lead marketing professional of a NETSEC & VPN edge router provided a full range of marketing, system
engineering and business development functions to support global sales
• Drove network security services (DDOS, FW, IDS, etc) roadmap, use cases and business models.
• Product/solutions marketing including sales presentations, technical application notes, white papers, product
collateral, solution papers, sales playbooks, sales training, tradeshow management, standards organization support
and management, web site production, trade article writing, AR/PR.
2001 to 2003 Stargen (Acquired by Dolphin Systems)
Director of Product Marketing
• Redefined the ASIC product, coining the term “Switched Interconnect Technology” to greatly expand the target
customer base to include medical, blade servers, industrial, instrumentation and mil/aero
• Generated app notes, white papers, and product catalogs and redesigned the website.
• Recruited 28 companies as members of the StarFabric Trade Association and was Director of the organization.
1999 to 2001 Cayman Systems (Acquired by Netopia)
Director of Product Marketing and Product Management
• Hired and lead a team marketing a family of broadband residential gateways and integrated access devices.
Managed product roadmaps, generated product requirements, product and solution papers and generated a wide
range of collateral to accelerate the sales process to telecom and cable operators.
1997-1999 Aware, Inc. Bedford, MA
Director of Technical Marketing
• Lead the industry-wide global initiatives in ADSL, ADSL-Lite, VDSL and VoDSL.
• Successfully drove intellectual property strategy and implement in international standards organizations including
ITU-T SG15/Q4, the DSL Forum and T1E1.4
1996-1997 Cascade Communications Corporation - Westford, MA (Acquired by Ascend)
Senior Product Manager - DSL
• Drove Cascade’s DSL strategy that resulted in product specifications (PRD) and roadmaps for a second generation
level 3 NEBS compliant DSL access concentrator (DSLAM)
1992- 1996 Analog Devices, Inc. Wilmington, MA
Marketing Manager - Telecommunications
• Created, from inception, and managed a portfolio of broadband telecommunication product lines including
ADSL, HFC and FTTC (VDSL) transceiver technologies that enabled the corporation to enter the rapidly growing
telecom market and target a substantial new international customer base. ADSL product revenues exceeded $250
Million in FY2000.
• Worked with industry colleagues to create the ADSL Forum (Now the Broadband Forum). Elected to the
founding steering committee and named Vice President of the Forum.
• Initiated, negotiated and closed an exclusive joint development partnership with a third party algorithmic
software developer (Aware, Inc.) for DMT and DWMT technology for ADSL Transceivers.
Education: BSEE, Cornell University, School of Electrical Engineering
MBA, Northeastern University, High Tech. MBA Program, Elected Beta Gamma Sigma Honor Society.
MIT Media Lab, Course on Digital Video, Study focus – Broadband Video Delivery
Resume Addendum
Published Materials (Representative List)
• Cisco Media-Optimized Technologies for the Medianet Age: Accelerating the Transformation from Service Provider to
Experience Provider: Cisco.com http://www.cisco.com/en/US/solutions/collateral/ns341/ns524/ns610/white_paper_c11-
508957_ns1096_Networking_Solutions_White_Paper.html
• Next Generation Networks in 2011: Delivering Content in a Time. Device and Location Shifted World: SCTE Emerging
Conference 2007.
• The Day the Super Bowl Went Dark: Preparing for the 20-Hour Outage: SCTE Emerging Conference 2007.
• Leveraging PacketCable Multimedia to Expand Voice Services: SCTE Emerging Conference 2005.
• Guard against Web-based Attacks: East Bay Business Journal, 1/17/05
• Helping Defend Your Firm Against Web-based Attacks: Boston Business Journal, 11/19/04
• Enterprise and Service Provider Security: The Potential for Win-Win Solutions: TMCnet.com 10/8/03
• Dealing with the Benefits, Pressures of System Disaggregation: EETimes, 1/17/03
• Distributed CPU Blades Enables Loosely Coupled Application Services: EETimes & Communication System Design,
5/20/02
• Gateways to Voice over DSL: Internet Telephony, 11/13/00
• The Importance of VDSL to the ADSL Community: ADSL Forum99-056, Mestadahg, Isaksson, Whelan, et al.
• Splitterless G.lite interoperability with ANSI T1.413 and/or G.DMT: ITU-T SG15/Q4 RB-002-E, 11/27/97
Public Speaking (Representative List)
• SCTE ET 2007: Panel: Shiftier and Shiftier: Expanding Choice From Whenever to Wherever and Whatever Device
• Blade Server Summit San Jose, CA 03/03: Interface Panel
• Communication Design Conference: San Jose, CA 09/02 StarFabric in Next Generation Communication Equipment
• Server Blade Summit: San Jose, CA 03/02: Server Blade Standards
• IEC Broadband Access: Orlando, 03/99 Trends in DSL Technology
• DSL.con: Boston, 10/98 Splitterless ADSL
• FSANs Workshop: Boston, 10/98, DWMT for VDSL
• Maximizing Copper, London, 03/95, The ADI ADSL Chipset
Patent Applications
Method of Tone Allocation in Digital Subscriber Systems. Filed July 1999
Marketing Material Examples
• The Future of Video (Work with the MIT Media Lab)
http://www.cisco.com/en/US/solutions/ns341/ns525/ns537/ns705/future_of_video.html
• Interactive Solution Showcase (What the speaker is point to I created and architected.)
http://www.youtube.com/watch?v=P1kE1I8IAtU
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