W.

CRAIG RAWLINGS

(408) 489-5283
wcrawlings@gmail.com

Saratoga, CA 95070

EXECUTIVE DIRECTOR MARKETING STRATEGY

Team Building / Go-to-Market Product Strategies / Marketing Leadership / Product Management /
Product Marketing / P&L Management / Digital Marketing / Agile-Waterfall Methodologies / Sales
Leadership / Strategic Accounts / Business Development / Demand-Lead Generation / System | Device
Security / International / Device & IT Infrastructure / SaaS | IaaS |PaaS / Smart Mobile / IoT-IoE
Product management, marketing, and business development executive with proven record of generating high global revenue
growth with mid-size and large enterprises as well as nascent start-ups; Penetrated strategic accounts and markets for high-tech
companies including: Rambus Cryptography Research, Blackberry Certicom, Kilopass, Progress Software, Resilience, Actel
and Hewlett Packard; Developed customer loyalty with clients including Qualcomm, Sony, Intel, Texas Instruments,
Marvell, NVIDIA, Blackberry, Agilent, Micron, AMD, Matsushita, NEC, Hitachi, Toshiba, Sharp, MagnaChip, Nortel,
Jeld-Wen and Wachovia Bank.

Launched market leading smart mobile & IoT device provisioning solution for both high-value device
credentials as well as creation of Features as a Service (FaaS) capabilities at both Blackberry and Rambus
Cryptography Research. Visionary leadership in defining new SaaS/PaaS product for both smart mobile and
IoT provisioning for the Smart Mobile & IoT/IoE industries.
Led product requirements and specifications and standards strategies at Global Platform at Blackberry and
Cryptography Research with emphasis on mobile payments, digital content protection, and ID credential
management trusted applications.
Part of start-up team which created a $100M+ market for a new embedded non-volatile memory technology.
Reversed decline in sales, achieving 300% revenue increase for Progress Software in underserved Enterprise
software market.
Part of start-up team which achieved profitable product line for fault-tolerant security and storage appliances
for Internet Infrastructure and Enterprise markets.
Penetrated and lead Asia Pacific region for Actel FPGA products, growing a $35M business; led other regions in
worldwide revenue growth for 7 straight years. Subsequently turned around revenue for Mil-Aero business with
300+% revenue growth in 2.5 years.
Successfully launched and opened new Design Automation product line in Japan for Hewlett Packard.

Special Skills: Build high performance teams to meet marketing, revenue & profit objectives; Formulated action plans to
create/penetrate markets; Combined marketing and technical skills to deliver customer value; Skilled in Salesforce.com, MS
Office, and Adobe CC/CS, including digital marketing and content development for B2B and B2C business cases; Skilled in
Windows, MacOS, and Linux; Agile and Waterfall product development methodologies; semiconductors; smart mobile device
technologies; High Availability Security & Storage appliance technologies; Cloud Systems; Enterprise Software; Non-Volatile
Memory technologies; Programmable Logic Device technologies, and Bilingual in English & Japanese. Interests include
family, sports (skiing, swimming, mountain biking, and tennis), travel, wood-working, and music (keyboards).
MBA, Finance and BS, Electrical Engineering, Brigham Young University, Provo, Utah.

Highlighted Accomplishments
Created Smart Mobile & IoT trusted device services market for securely provisioning sensitive device credentials (e.g.
keys and IDs) and feature configuration controls to devices in all phases of a device products life cycle. Key player in
creating the initial product vision for the Asset Management System (AMS) at Blackberrys Certicom division. Carried over
this work at Rambus Cryptography Research in development of the CryptoManager platform. This work included the
development of business plans, business models, global pricing, market requirements and specifications, go-to-market plans,
product launch plan, strategic product roadmap, as well as sales and marketing content creation in support of all related go-tomarket activities including promotion and event planning. Led participation in and actively participated in standards setting
organizations including Global Platform, EMVCo, FIDO, and GSMA. Closed Qualcomm as the lead customer as well as
additional strategic customers including Blackberry, Intel, Marvell, Texas Instruments, NVIDIA, and ST Microelectronics.
Established corporate wide programs at Blackberry which leveraged the Certicom AMS (Asset Management System) solution,
saving Blackberry in excess of $100M per year in operating costs.
Branded and achieved 150% growth with a new embedded non-volatile memory technology; opened new key accounts
with Intel, Agilent, Avago, Micron, MagnaChip, and Thomson, and turned around the Japanese market, achieving 37%
market share. Developed focus account strategies for penetration into strategic accounts. Initiated executive level solution

sales methodology for new business development. Established and built the corporate marketing function with responsibilities
for PR, in-bound and out-bound marketing functions, as well as both corporate and product branding strategies. Established a
corporate presence in Japan. Created new product concepts and applications, and established future development programs.
Reversed decline in sales, achieving 300% revenue increase in previously underserved market. Progress Software needed
to reverse declining sales in Pacific NW. Restarted Progress User Groups and quarterly seminars in Seattle, Portland and SF
Bay Area. Developed collaborative business development activities with Sonic Software and Cornerstar. Managed direct
marketing/sales activities, identifying new business opportunities to increase sales.
Penetrated Japanese telecom manufacturing market for Actel product, leading to $35M in sales within six years. Actel
introduced new technology to design/build first Field Programmable Gate Array (FPGA). Because of reliability concerns, major
Japanese telecom manufacturers would not use it. Targeted NEC to breakthrough. Created and executed the approach which
overcame initial reliability concerns. Secured NEC contract, leading to sales with Hitachi, Toshiba, Fujitsu and others. Lead and
managed all geographies with both regional marketing and revenue responsibilities in Japan, Korea, China, Taiwan, Hong
Kong, India, Australia, and South Africa.
Grew strategic account revenue eight-fold in competitive market over two years. Actel sales were lagging in SF Bay Area.
Targeted telecom/networking accounts, growing revenue from less than $1M to run rate of $5M. Renegotiated contracts and
emphasized competitive advantage to increase sales with aerospace leaders, Space Systems/Loral and Lockheed Martin from
$300K to $3M. Opened consumer market, penetrating Iomega and Adaptec to grow revenue $2M.

Career History
Sr. Director of Product Marketing & Business Development, Rambus Cryptography Research, 2012-Present. Developed the
initial product launch plan for the CryptoManager platform while also leading the initial product management effort. This initial
work involved development of a business plan, model, and initial pricing while leading the effort to close Qualcomm as the lead
customer. Lead the efforts to define the first use cases and strategic product definitions for both the Version 1.x releases as well
as the Version 2.x releases. Created the go-to-market plan with a strategic focus on smart mobile as the lead market and
additional strategic emphasis on IoT markets requiring the provisioning of sensitive credential provisioning. Identified and
created a strategic initiative for development of a Platform as a Service (PaaS) platform for trusted device services.
Sr. Director of Product Management, Blackberry Corporation (Certicom Division), 2008-2012. Lead Product Management
team in refining the business model, as well as planning, definition, positioning and launch of the AMS (Asset Management
System) solution including the Silicon IP component, called the Asset Control Core (ACC). Provide guidance for adjustments
to AMS product strategies after the acquisition of Certicom by Research In Motion (RIM). Product Management
responsibilities include development of sales collateral and training, pricing, and product roadmap planning, as well as working
closely with outbound marketing for promotions, event planning, and advertising. Active guidance has also been provided for
strategic partnering activities.
Director of Marketing, Kilopass Technology Inc., 2004-2008. Created datasheets and technical marketing function for product
literature. Developed business model and customer presentation for penetration into strategic accounts. Opened and sold into
those new accounts as mentioned above. Developed collaborative business development activities with TSMC, Certicom and
ChipEstimate.com. Built the product marketing plan and managed the marketing team for product marketing, marketing
communications, and strategic product planning functions. Developed a corporate and product brand with 78% awareness
within three years through a very successful public relations campaign. Developed a high traffic website, a sales intranet, and a
lead generation engine working in combination with direct marketing programs. Leads grew annually by 47% in 2008.
Restructured the sales channel in Japan to establish an effective corporate presence in Japan. Created strategic new product
concepts to grow future business.
Territory Manager, Progress Software, 2002-2003. Managed direct end-user sales, business development system integrators,
and accounts management for $300M enterprise software company. Strategic accounts in NW US included Wachovia, JeldWen, Digital Insight, Irwin Home Equity and Santa Clara Superior Courts.
Area Vice President, Resilience Corporation, 2000-2002. Managed P&L, business development, five sales reps and budget
responsibilities for an enterprise firewall solutions company. Penetrated key accounts in Western US, Canada and Latin
America. Targeted and secured strategic alliance agreements with Exodus, IDC, RSA Security, Interlink and Finjan.
Actel Corporation, $190M supplier of programmable logic solutions.
Strategic Accounts Manager, 1997-2000. Directed OEM sales and business development to telecom, networking,
aerospace and consumer accounts in SF Bay Area. Design wins at Adaptec and Iomega produced $2M in revenue within
one year. Drove corporate marketing efforts at major accounts including Nortel, Lucent and Intel.

Pan Asia Regional Director, 1994-1997. Managed all aspects of regional product marketing, channel management and
sales activities in Asia Pacific and intercontinental regions. Managed P&L for a team of 35 people. Promoted from Product
Marketing Manager.
Product Marketing Manager, 1990-1994. Opened and supported new international markets in Europe and Asia for Actel
as a start-up company. Established policies and procedures for business operations in concert with third party international
distribution agreements for sales agents worldwide. Introduced ACT2 products to the press and sales channels. A1280
market introduction extremely successful with early design wins at Bay Networks, NEC, and Fujitsu establishing Actel as a
major player in the FPGA market. Established principal relationships with Matsushita as both a reseller and foundry
partner. Built matrix support organization at Actels home office for customer service, pre/post sales applications support,
and marketing communications for the introduction of ACT 2, MX, and DX FPGA families. Managed sales and
applications training for introduction of new FPGA architectures and technologies. Developed pricing schedules for new
FPGA families and managed guidelines for maintaining pricing controls. Managed press tours for introduction of ACT 2,
MX, and DX families to editors. Established and managed $650K budget for marketing communications and staff of
product managers. Managed marketing communications for PR activity, training tools, and development of collateral sales
literature. Worked closely with Operations to support wafer contract negotiations with Matsushita Electronics Corp.
Product Manager, Hewlett Packard, 1985-1989. Designed front-end Design Automation application tools in MAINSAIL, a
high level object-oriented language. Consulted application development teams across HP organizations for Design Center
partners utilizing HPs proprietary CASE development products including object-oriented database technologies. Market
introduction and product launch of new front-end schematic capture tool utilizing object-oriented windows environment in
UNIX.