EVA CHEN FURER

**** ****** *** 310-***-****

Manhattan Beach, CA 90266 addl68@r.postjobfree.com

Experienced senior manager with +15 years experience in providing strategic leadership from a wide-ranging background- allows for alignment of tactical goals with long term strategic initiatives. Exceptional analytical, reasoning and teamwork skills- can sort out the essentials of any project and achieve results. Thrive on new challenges- goal driven. Key areas of expertise:

• Driving Incremental Sales/Profits

• Data Analytics

• Contract Negotiations

• Product Sourcing/Procurement

• Market Penetration

• Supplier Network

• Cost Reductions

• Demand Planning

• Excel/Numbers Guru

• Management Reporting Functions

• Digital/Social Marketing

• Technical Aptitude

• Lifecycle Management

• Critical Thinking and Problem-Solving

• Writing / Editing

• Teamwork / Collaboration

BROADATA COMMUNICATIONS- Torrance, CA 2019-Present Sr Product Marketing Manager

• Managed and maintained the various price lists and P&L Management for $100M business with core focus in Medical Operating Room Audio & Video Connectivity Solutions. Establishing MSRP/MAP guidelines and a tiered channel program for execution in the distribution channel with various promo schedules and campaign offerings.

• Managed all facets of ProAV & Medical AV Product Lines as the #1 component supplier to major Medical Device Companies to include Stryker and Karl Storz- generating over $70M in Revenue.

• Worked closely with sales to align strategies for selling into ProAV, broadcast and audio distribution channels to include Markertek, LibertyAV and System Integrators AVI Systems, AVI-SPL

• Managed all facets of marketing and messaging with 3rd party alliance members to include SDVoE for AV Over IP Products and HDBaseT. Alliance

• Created 3-Way partnership with AVI Systems (System Integrator), Netgear Inc (1G/10G Switch Manufacturer) and Broadata Communications to offer complete Video Over IP Solutions that included IT training for Integrators to help drive the transition from Traditional Matrix Switching to IP based solutions. Estimated to drive an incremental $20M in FY20. BELKIN INC- Playa Vista, CA 2013-2019

Sr Product Marketing/Business Intelligence Manager-Consumer & SMB Linksys, Belkin, WeMo Smart Home 2016-2019

• Launched Velop Tri Band (Whole Home WiFi) Mesh Networking Family of Products that delivered $35M within the first year of launch

• Drove the 4Ps with sales to ensure new Velop solutions are distributed in 95% of all relevant channels

• Major contributor into the forecasting process by providing mix guidance based on NPIs, product positioning, ad plans/seasonality & product transitions- ensured consistent forecast attainment in +$300M business unit

• Analyze and interpret weekly sell-in and sell thru data to identify trends, provide insights and make tactile recommendations to course correct

• Analyze and interpret monthly financial results to identify financial issues, for business leaders; provide insights and make recommendations regarding possible course corrections

• Successfully transitioned -$37M organic market declines in Routers to +45M to the Velop Product Family, driving 4% lift in overall category sales in a highly competitive marketplace. Additional cost down initiatives and customer program negotiations saw GP% improve by 2% YoY (or

+$6.5M in GP$)

• Established Tiered SMB Pricing for new Cloud Deployed Access Points to deliver $50M in revenue at launch with +50% GPs- poised to do

• 150% growth next year

• Instrumental in negotiating a 30% cost down from NPD Contract (Market Intelligence Data) while maintaining all current subscriptions Sr Product Marketing Manager-Consumer Linksys, Belkin Brands 2013-2016

• Delivered over $100M in revenue with >35%GP with the launch of WRT1900ACS, the industry’s first four-antenna and professional-grade 1.3GHz dual-core CPU, AC1900 router

• Realized 33% YoY growth at Amazon- implemented eCommerce SEM/SEO analytics platform that resolves search issues by 95%, detects and fixes 100% of weak reviews and find/eliminate out of stocks that recovered $3M in sales the first Qtr

• Created processes and methodologies to reduce weekly reporting against $1.3B NPD TAM from 3 days to 1- carried overall responsibilities in delivering standard weekly/monthly US/CA NPD & BO financial reporting against budget and last year, one-off ad hoc analysis, provided visibility to KPI performance metrics, key market insights, trends, price changes and competitive actions. PROFESSIONAL EXPERIENCE

PRODUCT MARKETING & BUSINESS ANALYTICS MANAGER

• Single handedly architectured methodology to extract financial data from differing data warehouses to accurately depict financials at a SKU level

(previous to this, had visibility to product code level only). Went over and beyond and created the SKU level GP report for the entire organization covering 100% of the product portfolio- actionable insights led YoY improvement in GP$ despite top line sales being slightly softer

• Responsible for developing the first Bottoms-Up SKU Level Projection for annual business planning process achieving +93% accuracy to actuals. It is now leveraged organization wide across sales, marketing, CA, finance and PM for financial/what if modeling down to GP level.

• Worked closely with product managers to ensure project ROI was there to support NPI/or cost down initiatives against the current portfolio. Tools reduced ad hoc analysis turnaround times by at least 70% to data “clients”

• Credited with conjoining disparate data sources (NPD market share, MarketTrack ads, in-store data, on-line price data) into a cohesive dashboards to understand competitive ad planning strategy, price elasticity and unit lift to consistently exceed corporate share, sales and GP$ objectives LINKSYS, A DIVISION OF CISCO SYSTEMS- Irvine, CA (Acquired by Belkin in 201*-****-**** Sr Business Operations Manager 2011-2013

• Expanded previous role to expand into wider areas to implement KPIs in process, cost and OPEX

• Credited for streamlining my previous role into a weekly cross functional demand planning meeting/process- allowed all stakeholders to input into the forecasting process by providing mix guidance based on product positioning. Ensured forecast attainment in +$1B business unit

• Attended all necessary purchasing, sales operations meetings to continually optimize product offerings and help guide the launch, phase out and EOL of products; mitigating any E&O hits to the P&L

• Worked closely with Sales Ops to ensure proper payment of back-end funding (Co-Op, IR, Price Protection and other BTL marketing spend)- reducing spend by 2%

• Generated and interpreted daily financial reports monitoring sales, inventory levels and net profitability. Worked with each organization to

• execute course of action to meet or exceed these goals

• Price Move/Promotional Price modeling to ensure gross margin is maximized and maintained premium brand value- required in depth understanding of cannibalization/lift assumptions/market trends. Sr Business Planning & Pricing Manager 2008-2011

• Promoted to conduct financial analysis in +$1B revenue generating business unit with negative GP by evaluating business profitability, product & channel strategy/mix within Linksys Home Networking & Flip Camera Divisions

• Credited for turning a non-profit producing department into a revenue-generating entity within a highly competitive marketplace, by identifying areas to optimize, created a plan and drove all cross functional teams to execute against the plan- resulting in 32% GP

• Manage deals desk, account and SKU level P&L with direct feed into finance and direct inputs from sales for roll-up into overall company projections- cohesive marketing and promotional plan returned positive GP to the bottom line

• Developed and implemented pricing system for Cisco’s ETG Division that is used to worldwide- Brands to include Linksys, Flip & Umi

• Maximized profitability in all AMER sales channels (US, CAN, LATAM)- brick and mortar retail, disti, (direct/in-direct models), club, ecomm and mass merchants. Includes, but not limited to Amazon, Best Buy, Staples, OfficeMax, Office Depot, Walmart, Costco, Sam’s Club, SED, Ingram, Tech Data, CDW, NewEgg, HSN, QVC, etc)

Sr Product Marketing Manager 2006-2008

• Promoted to work for the #1 Wireless Networking Brand with 55% market share and leveraged brand leadership to continue to grow market share by an additional 4% within the first 16 months

• Provided overall direction to product engineering team on all product features and specifications for Linksys Home Networking Products

(MRD/PRDs) to maintain the #1 selling router (WRT54G v3-v7)

• Developed high level business plan summarizing market opportunities, requirements and recommendations that include necessary ROI to launch new products- launch of WRT54GS increased ASP by $20 by moving customers up the price ladder to the same hardware platform with firmware improvements that allowed us to drive 20% in incremental revenues

• Drive purchasing/manufactures/vendors to find/source appropriate products to support category strategy. Vendor/supplier negotiation to assist internal purchasing teams to get the right costing- consistently achieving over 55% GIMs BELKIN INC, Compton CA 2000-2006

Product Manager- AV/Phone & Networking Hardware

• Promoted from AV/Phone to develop and manage the launch of Ethernet and 802.11b wireless networking products into all major sales channels resulting in $30M in gross sales within the first year (family of routers, access points, PCI/PC/USB adapters and switches)

• Hired additional PMs and grew second year sales by 233% (or $70M) with the launch of 802.11g, 802.11g+ and Pre-N Wireless Networking products

UNIVERSITY OF CALIFORNIA AT SANTA BARBARA, Santa Barbara, CA 1993-1997

• Bachelors of Arts in Political Science

• Advanced computing skills to include, but not limited to BO/SQL/Oracle (data mining), Tableau/PowerPoint (multimedia presentations), Advanced Excel (VBA), Business objects, Hyperion, (financial modeling, budgeting), Word (business communications), Access & DataWorks (database management), Outlook (contact and E-mail management), Oracle ERP systems and Agile/Microsoft Project (project management/Gantt), Data Visualization, Qlikview

OTHER SKILLS/INTERESTS

Contact this candidate