Chung Min Cheng
Accomplished Product & Portfolio Manager with over 15 years of comprehensive experience in launching consumer electronic devices (smartphone/IoT/wearable/Chromebook/laptop) in a competitive landscape around the world. Great knowledge on the product development cycle, as well as on business operations principles and market dynamics:
Product Marketing and Business Development – Drive the creation of marketing requirement specifications aligned with the business strategies that shape technology and product offerings. Coordinate initiatives with the ecosystem to deploy product innovation to disrupt the market: chipset makers (Qualcomm, Mediatek, Intel, AMD), software OS company (Microsoft and Google), carriers (AT&T, Telefonica, Telcel, TIM) and ODM (BYD, Foxconn, Quanta). Successfully lead the tactical and strategic initiative with the key retailer, distributor, and carrier to sell-in product & portfolio and maximize business opportunities with positive P&L.
Product Management & GTM – Possess a clear understanding of the product development cycle and the balance between technical specifications vs. business priority. Lead and influence a complex matrix organization (multicultural, across different time zone) while driving data-based decisions in a dedicated, assertive manner to optimize time to market. Successfully drive the creation of the GTM plan aligned with the business strategies and managing the product life cycle to maximize revenue and return of investment base on channel dynamic (open vs. carrier, B&M vs online, B2C vs B2B) and building a strategic partnership with the online and offline partners.
VINSMART RESEARCH & MANUFACTURE COMPANY – San Jose, CA July 2019 – January 2020
Senior Director of Product & Portfolio (Smartphone and IoT)
Developed a smartphone & IoT portfolio with a forecast of 300k units per year with positive P&L focusing on the customer’s given opportunities and benchmark data (IDC) to define product spec/price/schedule/channel.
Coordinated the product compliance review with HQ to certify that country and carrier requirements are properly deployed into each product variant. Build an R&D team in Mexico City to assist with local development & product acceptance.
Influenced discussion to establish the commercial partnership with carriers, retailers, and distributors to maximize ROI (traditional vs. online distribution and Operator market vs. Open market). Established two strategies for LATAM to maximize the business: a) Carrier channel for Mexico with Telcel and AT&T; b) Open channel for Brazil/Colombia/Peru/Ecuador/Chile with distributor and retailer.
Contributed with ideas to construct VinSmart's global brand and to strategize how to position a new Vietnam OEM in the LATAM market.
ACER AMERICA CORPORATION – San Jose and Irvine, CA June 2015 – July 2019
Business Development & Senior Product Manager (Smartphone and Enterprise Chromebook & PC)
Successfully executed the "Go to Market" strategy and ramped up Acer Chromebook business in Brazil focusing on the EDU segment. Formulated the EDU product message and amplified sales efforts with the internal and external partners (Google and Google VAR) to generate buzz for EDU chrome launch and generate demand (roadshow, tradeshow, pilot lab, etc.) – 30k units were sold in the first year.
Defined a Chromebook and laptop portfolio to accelerate the enterprise business in PANAM and improved interaction with regional teams for sale activities such as RFP and product/portfolio support. Introduced a new Chromebook category: an enterprise with a big core.
Promoted Acer gaming and AR/VR product/solution into EDU segment to showcase the concept and generate demand together with partners: a framework for ESport league/club and demo of the game lab and AR/VR;
Enhanced the partnership with Microsoft/Google/Intel regional team to explore business opportunities and deploy new solutions/technology to create differentiation and add value.
Launched key product with a high level of challenge from business and technical side: a) Connected PC with Sprint, b) Preload Alexa smart assistance in Windows PC and LTE (Switch 7), c) Chromebook Tab (first Chromebook tablet), d) Chromebook with Intel Core, e) Chromebook with AMD chipset.
Senior Product Manager Smartphone, Tablets, Wearables & IoT
Devised business plan to evaluate the feasibility of starting a smartphone operation in Brazil in compliance with PPB law.
Developed strategies for product positioning, messaging, competitive differentiation which enables the sales team to operate efficiently to generate sales. Elaborated GTM strategy with the sales team to maximize ROI and accelerate business growth and supporting sales effort with product presentation and demo.
Orchestrated smartphone & IoT portfolio development with R&D team to guarantee that products complied with country and customer requirement for each variant and aligned the product launching schedule with internal team to sync up sale and marketing effort.
Successfully launched consumer electronic portfolio in several product categories and specific distribution channel: next-generation 360 connected camera, cloud base wearable with reward platform, tracking device, Windows and Android smartphone with retail/distributor (HSN, B&H, and Amazon) and carrier (Telcel/Claro and Bell Mobility).
Positivo Informatica S.A. – Curitiba, PR August 2012 – June 2015
Product and Portfolio Manager
Established a smartphone operation for the largest PC maker in Brazil based on the CKD business model in compliance with Brazilian's PPB law (local manufacturing and component) and defined product development process to ODM partner.
Led product and portfolio discussion with customers (carrier and retailers) to understand their objectives (volume, price, spec, and schedule) and worked with insights to define a winning portfolio to start the commercial operation with positive P&L. Headed the procurement effort in China to find the right project and partner suitable for operation.
Successfully launched a smartphone portfolio and managed the life cycle that increased handset shipment volume from 0 to 800k units per year in a short three years period. Coordinated the development of eleven smartphones that complied with the technical requirement and business objective using several Qualcomm/Mediatek SOC, Android version, and ODM partners.
Developed strategic product marketing plan to generate demand and overcome the business challenges with external partners/customers (carrier and retail) and influence internal teams (sale, marketing, and service).
Nokia, Inc. – San Diego, CA (5 years) and Sao Paulo, SP (3 years) July 2004 – July 2012
Product Marketing Manager
Executed the Nokia Windows Phone GTM plan with customers and regional team to launch Window Phone (CDMA variant) to replace Symbian devices: Lumia719C, Lumia800C, and Lumia610C.
Successfully launched 23 devices with 75 variants in different markets using Nokia traditional business model and later with ODM business model (BYD, Foxconn and Compal) and accelerated the delivery of 15 million units to ROW markets by defining the correct TPO (time, place and occasion) for each product and carriers throughout Latin America, Africa, and Eurasia to maximize ROI in alignment with Program, Marketing, and Local Sales Units.
Promoted product portfolio presentation with operators and regional teams with the key target: a) coordinated roadmap meeting and planning sections to influence business and commitment; b) prioritized business based on update forecast processes such as variant process, demand planning, portfolio planning, short/long-range volume, and STP c) collected markets insight for portfolio planning.
Oversaw industry, customer, and country requirements discussion for device and service deployment with a clear understanding of technical vs. business priority, and assured that all objectives were met for the product launch.
Technical Account Manager
Successfully obtained multiple official customer approval in Telefonica’s lab (Vivo) by improving the product acceptance process with the creation of guidelines and metrics to control carrier homologation process and deliverable by increasing the efficiency of project management within the company.
Led the deployment of values added feature into Nokia handset with Telefonica (Vivo): OMA download, Location-Based Service, Push to Talk, and Vivo ao Vivo UI - coordinated technical discussions and negotiating with the customer to lock down requirement (feature compliance review and solve implementation gaps) to speed up standardization, performance metrics, and user experience.
Ericsson Inc. – RF Manager
Led Ericsson Radio Access Network Project (CDMA, WCDMA, and GSM) around the world (America and Asia) from radio network design, network deployment (initial tuning), network optimization to new network feature deployment (RF professional services).
NEC Inc. – team lead and senior engineer
Designed and implemented the third CDMA carrier in Rio de Janeiro to add additional 800k subscribers
with real traffic (capacity and coverage planning, frequency planning, hand-off definition, etc.).
Universidade Federal do Paraná.
Bachelor of Electrical Engineering - emphasis on Electronic (5 years).
English and Portuguese.
Chinese (Mandarin) – spoken fluently.
Spanish – basic.