Michael de Landa

510-***-****

acti8s@r.postjobfree.com

SUMMARY

Dedicated more than 20 years in the field of competitive and market intelligence. Proven ability to evaluate and analyze competitors’ action in order to create tactical and strategic analysis. Experienced in working closely with executives, marketing, sales and other key stakeholders to create actionable insight and value added competitive analysis.

EXPERIENCE

Market and Competitive Intelligence Manager Oct 2007 - Present Cisco Systems, San Jose, CA

Responsible for competitive and strategic analysis in the Unified Communication and Collaboration space focusing on traditional market leaders as well as emerging competitors. Duties include:

• Profile key competitive differentiators, analyzing go-to market tactics, product feature strengths and gaps and product and service pricing deltas

• Provide focused readouts to Cisco stake holders and collaboration boards to help drive competitive and collaborative strategies across our field and channel, business units, solution marketing and intelligence organizations

• Participate in War game (Scenario planning) exercises to determine future competitors actions in order to develop counter strategies and responses and identify long term strategies and competitive pressures

• Lead the development of competitive messaging and response to competitors activities including new products releases, collateral, strategies, leadership changes, and quarterly earnings

Sr. Program Manager: Global Market Intelligence and Strategy Oct 1999 - Oct 2007 Siemens Enterprise Networks, San Jose, CA

Performed market and competitive analysis for Global enterprise communications networking and applications businesses. Required to independently:

• Prepared annual Global Market Forecast and Sizing estimates for Siemens USA Enterprise Networks

• Generated detailed analysis on key competitors market position, financial strength, market share, strategies, product offerings, and pricing

• Created timely responses to major strategic and tactical events via sales alerts and competitive bulletins; identify and analyze competitive threats and opportunities for new and existing competitors’ solutions

• Consulted with External Analysts and Consultants, Sales, Executives, Enterprise Line Management, and Marketing to create traps and counter strategies against competition Consultant: Competitive and Strategic Marketing Apr 1999 - Oct 1999 Independent Consultant, Fremont, CA

Supported two clients, McKenna Group and Nokia, on short term consulting projects, analyzed various segments of the US telecommunications market and Internet industry. Major projects included:

• Prepared an analysis on the deregulation of intraLATA toll markets in the US

• Directed the assessment of key strategic issues for the RBOCs including wireless usage impacting wireline and long distance entry.

• Supported the team in various competitive modeling scenarios, including data, regulatory, legal, and marketing.

• Prepared competitive profiles on several companies in the online business, telecommunications, and computer hardware markets

Director Competitive Intelligence Feb 1998 - Mar 1999 Visa International

Coordinated and managed the competitive intelligence function and was directly accountable for its output.

• Managed the effective dissemination of daily competitive information, ensuring prompt and timely information delivery to product and marketing groups worldwide.

• Prepared quarterly competitive analysis to measure Visa’s performance in market share, advertising effectiveness, and product deployment.

• Directed the assessment of key strategic and tactical issues including competitive financial analysis, competitor profiles, and e-commerce programs.

• Prepared monthly competitive newsletter focused on competitors’ market share, marketing initiatives, new product introduction, and new technology. Director Competitive Intelligence Jan 1997 - Feb 1998 SBC Communications (Pacific Bell), San Ramon, CA

Managed a staff of 15 Competitive Analysts and Competitive Response Managers covering both the Consumer and Business markets.

• Developed and established successful Pacific Bell tactical response team; providing real-time competitive sales support to over 5,000 sales and customer service personnel.

• Oversaw and managed the merger of the Pacific Bell and Southwestern Bell Competitive Intelligence groups as well as the creation of the Strategic and Tactical competitive divisions

• Directed assessment of local competition scenarios, including the formulation of competitive response and competitive matrixes to help sales teams position Pacific Bell’s products against competition.

• Created the Tactical Competitive Center (WAR/Situational Room) for simulation of competitive scenarios.

Competitive Intelligence Analyst Jan 1994 - Jan 1997 Pacific Bell, San Ramon, CA

Responsible for analyzing and evaluating key competitors’ product offerings and developments as well as assess long-term implications.

• Designed, launched, and maintained competitive intelligence Intranet site, providing timely information on competitions’ offers, rates, tactics; prepared competitive positioning and response tools for both voice and data services.

• Also held positions as a Product Manager, Tactical Support Manager, and Account Executive at Pacific Bell 1986 – 1993

EDUCATION

San Jose State University May 1984

BA – Business Administration, Management, Concentration Marketing

• Minor: Latin American History

University of California Berkeley, Haas School of Business Nov 2010 Executive Education – Financial Analysis for Non-Financial Executives Fuld Gilad Herring June 2008

Academy of Competitive Intelligence

Speaker Mar 2014 & Feb 2015

Business Forecasting and Strategic Innovation Summit

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