Marketing Management
Resume:
JOSEPH G ORLANDO
*********@*******.***
www.linkedin.com/in/jgorlando
GLOBAL TECHNOLOGY EXECUTIVE
MARKET ANALYTICS PRODUCT MANAGEMENT OMNICHANNEL INITIATIVES
DIGITAL STRATEGIES & TACTICS UIX DEVELOPMENT SAAS
SECURITY STRATEGY EVANGELIST/CHAMPION
Global Technology Executive with strong business and financial acumen. Strong ability to link marketing strategy and
results directly to overall business strategy and company financial goals. Keen abilities to develop strategy from in-depth
analysis of buyer and/or customer insights. Documented program development skills, from advertising to digital presence
across all relevant marketing channels. Possess excellent influencing skills and able to drive consensus. Able to recognize
and articulate a future direction; provide strategic marketing direction, and have the ability to direct global and localized
brand, advertising and related specialties while managing budgets. A strong track record of new product development and
demonstrated ability to forge strategic alliances with key partners. Accustomed to driving results and delivering return on
investment. Invited speaker and publisher of leadership content for global events and publications. (NRF; DistribuTECH;
Forrester Wave; InterConnect; EMEA Mobility and CeBIT)
PROFESSIONAL EXPERIENCE
TORCHLITE GROUP 2004 – Present
Chief Marketing Officer,
Relied upon as an interim leader serving the senior executive needs for Private Equity portfolio companies in High
Technology. Key Specialties in Strategy; Marketing; Branding; VoC; SEM/SEO/Online/Mobile Presence; Product
Management; Saas; Outsourcing; and Cybersecurity. Key market segments include Financial Services;
Telecommunications; Information Technologies; Utilities; and Health Care in areas to include Outsourced and Managed
Services (Saas, MSSP); Product Development (AGILE, Software to Saas, collaborative licensing agreements);
Cybersecurity; Services Creation; Social strategies (monetization/gamification/acquisition)New Market Initiatives and
more. Attendee and sometimes invited speaker at IDC; Gartner and Forrester events; CES; Mobile World Congress;
InterConnect and CeBIT.
Orlando’s Selected Engagements:
Zenovia Exchange/BrandScreen, Technical/Market Advisor,
Zenovia Exchange is the largest Real Time Bidding (RTB) system with a ranking of 3rd in internet hits only behind
Google, and Facebook, and more than Yahoo. Zenovia purchased BrandScreen to enhance their offer to include
performance management of online ad auctions to increase target data and improve conversion tracking and ad spend.
Working with the management of both companies to establish a unified and integrated offer and open new target markets.
Created and piloted a SMB UIX model to move SMB from PPC to leverage RTB on a localized highly targeted spend.
Elster Solutions, Smart Grid, Vice President, Strategy and Marketing
Established the strategic direction for products and services in the Advanced Grid Infrastructure (AGI). Created the
concept, prototype and launched the Callisto™ UIX software strategy (web services based) that is providing Elster Global
with a solid 1-3-5 year strategic plan. Defined data driven programs; effective targets and segmented marketing; global
rebranding; delivered training; communications; and compelling value propositions that increased invitations to bid.
Created a solution strategy for Distribution Automation; Smart Meters; Meter Data Management; OMS, CVR, Signal
Processing and more. Led and grew a team of 35 Marketing and Product Marketing Managers around the world.
• Launchd at DistribuTECH with much media coverage. Garnered global recognition as an innovator with Callisto
(Saas) in the Smart Grid utilities space. Increased invitations to bid by 40% after launch.
JOE ORLANDO – PAGE 2
Computer Sciences Corporation, Global Cybersecurity Product Director
Led Cybersecurity Global Products at $16B global services provider. Data driven creation of a portfolio of products,
integrating McAfee, Symantec, IBM, RSA, and others into Archer and ARCsight SIEM. Launched global managed
security services that combined leading network security, application security, BYOD and internal and external
monitoring. Established the budget; programs;training; reporting; launch plans; and actively built analyst involvement to
successfully place CSC in Forrester WAVE and in Gartner’s Magic Quadrant as MSSP leader. Led the AGILE
development of proprietary heuristic analysis tools to address APTs, stealth threats and provide threat
intelligence/situational awareness through correlation and forensic analysis. Leveraged emerging Web 2.0 technologies.
Led a global team of 13 to manage rebranding for commercial segments; events; product launch; media/analyst relations;
and market positioning. Managed exhibit presence and speaker opportunities at BlackHat and other global cyber
conferences
• Successfully positioned CSC as a LEADER in the Gartner Magic Quadrant and in the Forrester Wave as an
INNOVATOR.
DigiPOS, Chief Marketing Officer
Guided this UK-centric retail systems designer and manufacturer to expand into a globally competitive player against
IBM, NCR, HP, and Dell. Launched a program to globally rebrand PC-POS as a store sdolutions provider via DigiPoS
Store Solutions (hardware, software, serices, Saas). Developed, communicated, executed, and set metrics for the long-term
vision, product roadmaps, product & services portfolio, marketing plan, media & analyst relations; events; budgets and
tactics. Led collection and communication of product requirements (MRD/PRD). Developed succinct value propositions
and launched recognized disruptive technologies. Identified, targeted and maintained effective alliances and joint ventures
to support multi-channel go-to-market strategies. Introduction of web based proximity marketing; online buyer programs;
affinity marketing networks and more. Led a team of 3 direct and 10 indirect marketing resources globally.
• Directed the design and launch of the only blade-based, standalone ePOS system in the industry, Retail Blade,
which received the 2005 Technology Innovation Award & Global Partner of the Year Award from Microsoft. Top
of RIS LeaderBoard for three years running.
Indorse Technologies, Chief Marketing Officer
Led the commercialization of innovative Saas based appliance for Enterprise Content Management (ECM), Digital Rights
Management (DRM), Data Leakage Prevention (DLP), content authenticity and security.
• Directed the Business Planning; Product Management; Marketing and Sales forecasts; and budgets; PRD and
MRD; development of targeted messages; solution positioning and value proposition; Branding, MarCom and
launch initiatives that included online referral builders and social media. Led a team of 3 global marketing
professionals.
PRICEWATERHOUSECOOPERS UK 2001 – 2004
Senior Director of Strategic Markets & Technologies,
• Recruited to an ExPat assignment to establish strategic technologies center called Menlo Park Europe and build
a strategic technology advisory brand. Collaborated with private equity clients and global enterprises, including
Sony Ericsson, Colt, British Telecom, Siemens, Nokia, Sony, Hitachi, Philips, Roche, Orange, (restructure)
Marconi, Shell Oil, and British Petroleum. Led teams delivering Strategy & Marketing engagements.
Championed new ideas for 3G/4G LTE mobility & computing; mobile payments and proximity marketing;
emerging technologies; brand and marketing best practices; outsourcing, program and project management
(PMO development); product localization; marketing tools and analytics; digital presence; multichannel
marketing and acquisition integration. Invited speaker at White Rose Grid Symposium; National Retail
Federation; and represent PwC at events to include InfoComm; Mobile World Congress; IBM InterConnect;
CeBIT; EMEA Global Mobility Summit and sponsored events with IDC; Forrester and Gartner.
• Played a strategic role in leading PricewaterhouseCooper’s new strategic markets and technologies center to
generate direct and indirect engagement revenues of £10M in the first year of operation and recovered start-up
investments within three years.
JOE ORLANDO – PAGE 3
MOTOROLA CORPORATION 1998 – 2000
Director of Strategic Marketing
Championed new market entries, strategic alliances, channels, and e-business development (eProcurement; SFA; CRM;
online marketing and more) opportunities. Established business cases for broadband services, 2G/3G/4G applications,
UMTS, new market (profiles; competition; buy behavior; size; competition) and acquisitions targets while exploring
whitespace directions for Motorola. Led a team of 6 Marketing professionals and 11 product managers for white space
development and launches. Key role in the global creation and rebranding introducing “Hello Motto” and Digital DNA
with Leo Burnett. Led exhibit and event participation at CES; EMEA Mobility Summit and InterConnect.
President assigned me to Energy & Power Supply business unit. Established new products/services and marketing
programs that made Motorola ESG the source for Palm, Symbol and other mobile technologies. Revenues turned around
after sliding from $1B to $600M and recovered to over $800M.
IBM 1996 – 1998
Director/Senior Executive Consultant, Global Services
Served as a senior consultant for IBM Management Consulting, SME in security; Data Warehouse; ERP/MRP; CRM and
SCM resulting in superior service to IBM’s largest accounts, including GM, American Express, Motorola, and others.
• Led the program management team at American Express PMO for database consolidation (SAP) and data
warehouse initiatives; member online services. Awarded Engagement Excellence Award from IBM.
Director of Global Marketing, Speech Recognition
Orchestrated the global establishment of IBM’s speech recognition brand, ViaVoice. Successfully managed the product
development, launch, branding, promotions, marketing, packaging, retail market development funds, and co-op funds.
Played a key role in ViaVoice being featured on the cover of Business Week. Led with campaign analytics to establish and
refine packaging; promotions; advertising; customer acquisition; and product uptake. Led a team of 8 global marketing
resources – matrix to 20. Worked directly with Ogilvy to manage a $20 million PR and advertising budget (successfully
broadcasted the one and only product specific TV advertisement from IBM to introduce ViaVoice brand.)
• Managed all marketing; budgets; advertising; public relations - including a budget of nearly $20M in advertising
and my team quickly grew the product from $11M to over $60M in 18 months.
PERPETUAL PROCESSING, INC. 1992 – 1996
Chief Executive Officer,
PRIOR TO 1992
Digital Equipment, Global Marketing Director – Launched 7 new technologies
Opened a Broker Dealer that Sold in 1986; Led and syndicated 18 IPOs; many M&A and fundings
Merrill Lynch Investment Banker 1979; Technology Specialist - Private Placements; M&A
EDUCATION
Bachelor of Arts – Business Marketing & International Business Stetson University
Executive Courses at Harvard Business School and Sloane School of Management
ABLE TO RELOCATE GLOBALLY
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