career achievements promoting video transport solutions and QOS policy management across hybrid networks for the YouTube Era

1. Richard Hurn’s Marketing Qualifications specific to video service assurance
richardhurn@aceweb.com richardhurn.com linkedin.com/in/richardhurn slideshare.net/richardhurn
world-class thoughtware targeting leading-edge technologies
15 years of integrated MarCom experience at the agency & corporate level promoting superminis,
semiconductor equipment, enterprise software, networking and telecom solutions
Dear Marketing Recruiter: 10 August 2011
I am a senior contributor to value-add product positioning and differentiation - articulating messages and campaigns that
resonate with top-tier networking companies and service providers. Since 1990 I’ve held responsibility for lead
generation of technology products and for corporate value enhancement. My career focus is the design and construction
of fully-integrated B2B marketing solutions. Serving as the information architect, graphic designer, and media production
manager, I provide a turnkey solution that has proven to deliver:
Compelling and effective messaging across fully integrated marketing channels
Strategic campaign planning with 100% on-time, on-budget execution
Lowest-cost route to global market outreach and lead generation
My experience in video service assurance
across hybrid networks is important for
solving today’s network capacity
challenges in the YouTube Era. This
marketing expertise includes:
1) Video transport network
equipment:
a. Terawave – MarCom Mgr selling a
video transport multiplexer
(PON, ATM, SONET, & IP)
b. Advanced Fibre Communications –
MarCom Mgr selling DSL & ATM
transport multiplexers
c. Rim Semiconductor – Marketing
Director promoting a next
generation VDSL2 chipset
d. Phylogy – Strategic Marketing Manager promoting DSL wireline enhancer focused on VDSL2 applications
2) Video QOS Assurance - collateral explaining policy-based QOS methodologies for service assurance:
a. Dimetis – B/OSS sales presos, brochures, website, and tradeshow signage demonstrating mechanics of QOS
policies for video packet prioritization & packet assurance
b. Terawave – sales presos, app notes, brochures, website, and tradeshow signage demonstrating mechanics of
QOS policies for video packet prioritization & packet assurance
c. Rim Semiconductor – value proposition whitepaper, sales presos, app notes, brochures, tradeshow signage
demonstrating mechanics of QOS policies for video packet prioritization & packet assurance
d. Phylogy – all outbound collateral, calue proposition, website for new VDSL2 chipset optimized for IPTV
3) Project Examples Online (download entire set via http://richardhurn.com/VIDEOportfolio.zip)
a. B/OSS marketing for Dimetis: 1) business-case whitepaper http://tinyurl.com/BroadcastVideoTransport-Value
2) “Plug Into Dimetis” sales brochure on video service assurance across hybrid networks
http://tinyurl.com/VideoTransportAssurance 3) website home page & message design featuring video assurance
( non-optimized 12Mb concept draft version) http://richardhurn.com/dimetis/web/360_purrfectlo.swf
b. Terawave – sales brochure on integrated video transport multiplexer http://tinyurl.com/BroadcastVideoTransport
c. Rim Semiconductor – video over IP business case whitepaper for DSL chipset http://tinyurl.com/IPTV-qos
d. Phylogy IPTV – 1) VDSL2 brochure http://tinyurl.com/VDSL24IPTV 2) business case whitepaper defining value
proposition for DSL networks http://tinyurl.com/DSL-bestPRACTICES-iptv
MARKETING CANDIDATE richardhurn@aceweb.com PAGE 1 of 8

2. Building Demand Generation and Enhancing Corporate Valuation
Most recently I successfully migrated the market perception of a small DSL technology vendor from that of a garage
shop tech to being recognized as a credible solution provider - leveraging the value of the company to build a $10M
valuation and buyout . With over 20 years of high tech B-2-B promotion, I offer the know-how and in-depth experience to
exceed your expectations in market and revenue development. I've been responsible for maximizing brand loyalty, sales
growth and market share. Success hinged on understanding end-user behavior, their needs and motivations, developing
relevant win-win solutions, and implementing marketing programs that deliver solid success:
Migrated market perception of Phylog, building solutions branding yielding a $10M valuation upon sale
Produced 250% growth in software sales by expanding direct marketing into six foreign countries
Cracked new telecom markets previously closed to sales efforts by reaching customers with a direct-selling CD
Exceeded reseller recruitment goals for eCommerce vendor using 10-city product launch roadshow
Accelerated sales cycle for military niche market, generating qualified leads using zero-cost eMarketing in only
three weeks
Replaced outside agency costs with inhouse services saving $300,000 in 6 months for an optical networking
manufacturer
Built investor enthusiasm for new Unix platform by authoring IPO roadshow for Pyramid Computing
Reduced print and packaging costs by 65% for an enterprise software firm
With 5 years of direct mail and direct email experience, I know how to construct market outreach programs that yield
proven lead generation using a disciplined approach: (view PowerPoint on my email / web lead generation )
1) identify target prospects by market value or segment relevance, then craft user-specific message content they
will find compelling, assure that additional web content / collateral mirrors the target offer
2) manage list selection matching target audience profile, manage fulfillment of message delivery
3) supervise lead management tools for lead capture and distribution, sales integration, and ROI tabulation
My strongest value-add is the articulation of persuasive business-case value propositions for emerging technologies.
Working with development or product engineers to understand a technology, and interviewing prospective customers to
understand their key business motivators, I then forge a competitive value proposition postured in the language of the
buyer's own needs and fears. Typically I work with the CEO or VP Marketing to understand their market goals &
marketing budgets, and then shepherd team reviews to finalize approval of product positioning messages.
Typically this original product positioning platform is developed as a sales presentation or a business case whitepaper.
All other outbound media is then derived from this core messaging platform to provide consistent reinforcement of these
core marketing themes. Often this core marketing platform is modified to tailor the sales message to target multiple
vertical markets. Then I act as the in-house creative agency to author and produce all outbound media - integrating web,
direct marketing, collateral, sales presentations, ads, PR, & tradeshows.
For the last ten years, I’ve managed product rollouts for the broadband access market, successfully commercializing
new technologies including PON, xDSL, ATM-over-copper, and IP-optimized SONET. Earning the President's
Millennium Award at Advanced Fibre Communications in 2000, I established a new $20M/year niche for a DSL solution
called eMAX using a direct mail campaign that cracked markets previously closed to AFC. This program began yielding
revenue from new customers in only 3 months and included comprehensive organizational alignment of the marketing,
sales, product management and engineering teams.
As author of customer-specific sales presentations to British Telecom, Deutsche Telecom, France Telecom and several
Latin American carriers, I was put in charge of the Project Pronto xDSL promotion for SBC, and I gained a thorough
understanding of the market drivers shaping the purchase decisions of RBOC, CLEC, and ILEC customers. At AFC, my
responsibilities included:
Championed new-product branding strategy using solution-centric positioning
Performed industry research defining market drivers and competitive advantages
Authored product positioning platforms for DSL, SONET, and ATM technologies
Defined and created product launch campaigns integrating all collateral, tradeshow, sales presentations, and
customer support elements
Developed formal launch proposals, timelines and budget projections and shepherding approvals through senior
management
Published sales training and product deployment guides for field and partner use
Delivered on-time, on-budget program completion
MARKETING CANDIDATE richardhurn@aceweb.com PAGE 2 of 8

3. As an aggressive promoter of broadband products integrating voice, video, and data services, I've effectively
launched carrier-class products to RBOCs, ILECs, CLECs, and PTTs. My knowledge of specific telecom protocols
and technology platforms includes:
• Multi-service access platforms (NGDLCs) using hybrid copper / fiber transports serving POTS, T1, Nx64, FR,
aDSL, vDSL, sDSL, VoIP, and ISDN integrating both domestic and international protocols
• T1 & ADSL-fed IADs providing native IP, VoIP, & VoDSL ports with ATM transport aggregation and tailored
QoS
• High-density, field-hardened DSL platforms for extending xDSL services closer to the network edge with ATM
backhaul for more efficient transport utilization
• Next generation Point to Multi-point SONET network targeted to VPN applications and optimized for IP
tunneling using ATM for efficient bandwidth utilization plus rate-adaptive QoS
• Passive optical networks including ONTs and ONUs carrying TDM, SONET, ATM, & IP traffic using dynamic
bandwidth allocation and customer-specific QoS options offering multiple bandwidth pricing options
• Network management tools for remote diagnostics, network provisioning, and on-demand service activation.
Using spreadsheet modeling to plan and monitor multiple outreach campaigns simultaneously, I provide fully-integrated
"marketing dashboards" to coordinate all promotional activities. This coordination leverages program investments to
achieve higher market impact at lower cost. Proven ability to penetrate new markets and upsell existing customers is
based on persuasive messaging that showcases how technology can contribute directly to the customers' strategic
goals. Using independent research, web mining, end-user interviews, and collaboration with R/D and sales engineers I
identify potent market drivers and then marry your product benefits to those needs to build compelling business-case
arguments. Specific outreach programs I’ve executed include:
World-wide print advertising campaigns in industry trade journals
Public relations programs synchronized with tradeshows and product launch programs
Branding exercises including corporate identity and product positioning
Development and maintenance of corporate web sites
Direct marketing for new customer acquisition and retention of existing clients
Sales presentations optimized for customer-specific presentations
Business case whitepapers explaining how technology solutions contribute to a customer's business goals.
Global reseller recruitment and support
Roadshows for potential customers and resellers
Trade show planning, exhibit implementation, and activities scripting
Online lead generation integrated with web-based lead management and sales force automation systems
MARKETING CANDIDATE richardhurn@aceweb.com PAGE 3 of 8

4. Since 1980, I've work closely with software and engineering teams to distill complex technologies into bottom-line value
propositions - translating product features into value-add operational benefits and enterprise solutions customers can
realize from product deployment. I've authored competitive business propositions that motivate purchase decisions
using tutorials, whitepapers, product brochures, and application notes to explain and validate mission-critical technology
solutions. The disciplines I use to bring these programs to completion include:
Excellent communication and creative thinking Willingness to take on tasks outside of primary
skills responsibilities
The ability to work on multiple projects Strong leadership ability, coupled with a strong
simultaneously belief in teamwork and the value multiple inputs
Superb organization and project management Writing and approval-routing of message content
skill for tutorials, collateral, advertising, and PR
Effective working with senior VPs and Graphic design and production management for
engineering staff web, flash animation, direct mail, tradeshows, and
Ability to work proactively and independently print collateral
bring programs to completion Program fulfillment and monitoring of response
metrics, including cost-per-lead
Experienced with the complete sales cycle, I support the sales team throughout the deal environment by coordinating
with key resources including sales teams, channel partners, support services, and product managers to ensure ROI of
marketing programs. As manager of outbound marketing at six companies, departmental duties have included:
Translating strategic goals of Sales and Marketing VP's into tactical objectives
Quarterly projection and milestone monitoring of marketing budgets and schedules
Team staffing including recruitment, training, and evaluation
Coordination with IT / IS departments to manage web activities and digital design resources
Selection and supervision of contract writers, designers, and production vendors
Coordination of agency review and selection, developing program objectives guidelines to provide selection criteria
Maintenance of agency relationships for PR, advertising, and tradeshow activities
Facilities and resource planning for in-house digital design and production workstations, proofing tools, networking,
and storage
I would appreciate the opportunity to contribute to your bottom-line goals in any marketing capacity I can fulfill.
Sincerely:
Richard Hurn
richardhurn@acewb.com
work portfolio slideshare.net/richardhurn
website richardhurn.com
references linkedin.com/in/richardhurn
MARKETING CANDIDATE richardhurn@aceweb.com PAGE 4 of 8