Ernesto China
San Jose,CA
Summary
Results-driven Marketing Executive specializing in demand generation and channel marketing. Delivered $200 million in incremental sales through partnerships and generated over $500 million in revenue growth for innovative storage solutions. Led cross-functional teams to elevate brand visibility and market positioning while executing integrated marketing programs that align with corporate objectives.
Overview
40
40
years of professional experience
Work History
Director, Cloud Platform Business Unit
VMware
01.2016 - Current
- Led integrated marketing efforts, including programs, enablement, outbound campaigns, and account-based marketing to generate leads, grow pipeline, and meet yearly revenue targets through partners.
- Drove sales acceleration in Commercial Segment and activated partners by creating competitive plays and materials for Channel Partners.
- Led product marketing managers team targeting OEM and channel route-to-market for VCF, vSAN, Tanzu, and ACC.
Director, Global FlexPod Solution Marketing & GTM Effectiveness
NetApp
01.2015 - 01.2016
- Led global FlexPod marketing team supporting NetApp’s $1B FlexPod business.
- Directed globalization and GTM effectiveness teams to launch three successful channel and sales promotions for cDOT transition, flash, and FlexPod.
- Developed and executed marketing assets and activities in collaboration with Cisco and GEOs.
Director, Global Midsize Business Marketing
NetApp
01.2009 - 01.2015
- Created and implemented global go-to-market strategies for the midsize business market segment.
- Conducted global awareness initiatives, messaging strategies, demand generation activities, channel enablement efforts, and solution development for midsize businesses.
- Led the WW launch of the FAS2200 series that resulted in double-digit year-over-year growth.
- Led cross-functional team to implement awareness and demand generation campaigns, including 'Smart Decisions', 'Test Drive', and FlexPod Express, targeting midmarket segments.
- Managed team collaboration with NetApp product management, Cisco, and GEOs to develop, launch, and drive channel adoption of FlexPod Express, a new infrastructure solution for midsize market.
- These were some of the most successful and widely implemented campaigns, for NetApp generating more than 21% ROI in FY13.
Vice President of Marketing and Business Development
RASILIENT Systems, Inc.
01.2003 - 01.2009
- Redefined go-to-market strategy for RASTOR storage platform to focus sales and marketing efforts on highest potential sales and market opportunity.
- Developed competitive pricing strategy and successful messaging and product positioning to clearly define product value and competitive differentiation for new target customers.
- Managed product marketing, business development, and marketing communications, directing PR and media efforts through outside agencies to enhance brand visibility.
- Created PR plan, web content, and sales tools to effectively support product launch and drive sales engagement.
- Marketing and business development efforts resulted in 3 end-user site installations, 62 sales briefings to OEMs and SI accounts which resulted in 20 product evaluations and 5 OEM design wins in 18 months.
- Launched RASILIENT’s partner extranet to streamline marketing and support activities with partners and OEM customers.
- Streamlined customer support processes to enhance service efficiency and client satisfaction.
Director, Worldwide Channel & Strategic Marketing
Adaptec, Inc.
01.1999 - 01.2003
- Managed $10M budget and led team of 17 professionals to achieve strategic marketing objectives.
- Directed demand generation, corporate communications, and channel development for three business units, contributing to $500M in annual sales.
- Led strategic planning initiatives to align business goals with market trends.
- Directed cross-functional teams to enhance operational efficiency and collaboration.
- Implemented process improvements to streamline project delivery and resource allocation.
Marketing Manager
Hewlett Packard
01.1997 - 01.1999
- Developed marketing strategies for product launches and brand positioning.
- Managed cross-functional teams to execute integrated marketing campaigns.
- Achieved revenue targets for HP NetServers via commercial reseller channels, VARs, and integrators.
- Analyzed market trends to identify growth opportunities and consumer needs.
- Led North American channel development team, enhancing strategic partnerships within division.
Senior Product Manager
Hewlett Packard
01.1996 - 01.1997
- Led cross-functional teams to define product vision and strategy at Hewlett Packard.
- Developed comprehensive product roadmaps to align with market needs and trends.
- Collaborated with engineering teams to refine product specifications and features.
- Developed installation, configuration, and manageability solutions for 'NetServer' product line, enhancing user experience and product usability.
Channel Manager
Hewlett Packard
01.1995 - 01.1996
- Developed strategic partnerships with key channel partners to enhance collaboration.
- Managed channel marketing initiatives to promote Hewlett Packard products effectively.
- Analyzed market trends to identify opportunities for channel growth and expansion.
- Cultivated relationships with 12 commercial distributors to support HP's NetServer product line.
Business Development Manager
Hewlett Packard
01.1993 - 01.1995
- Developed strategic partnerships with key industry stakeholders to enhance market presence.
- Supported Regional Sales in securing large server deals with Fortune 1000 customers and top resellers.
- Analyzed market trends to identify growth opportunities for innovative technology solutions.
- Collaborated with cross-functional teams to align business objectives and sales strategies.
- Oversaw operations for three US regions, ensuring alignment with business objectives.
Product Manager
Hewlett Packard
01.1992 - 01.1993
- Led product development initiatives to enhance customer satisfaction and engagement.
- Collaborated with engineering teams to define product specifications and requirements.
- Conducted market research to identify trends and inform product strategy decisions.
- Forecasted and developed pricing strategies for sales programs targeting HP printer paper handling accessories.
Channel Manager
Hewlett Packard
01.1990 - 01.1992
- Developed channel marketing strategies to enhance partner engagement and drive sales.
- Managed relationships with key partners to ensure alignment with company goals.
- Coordinated product launches and marketing campaigns across multiple channels.
- Developed channel strategy for Canada and US to enhance distribution of LaserJet paper handling accessories.
Field Support Representative
Hewlett Packard
01.1986 - 01.1990
- Coordinated field service activities to ensure timely equipment maintenance and repairs.
- Provided technical support for hardware and software issues in customer environments.
- Delivered training sessions for end-users on HP products and troubleshooting techniques.
- Assisted HP’s PC and peripheral sales representatives in closing deals across the Midwest sales region.
Education
BA - Quantitative Economics
Stanford University
Stanford, CASkills
- Marketing strategy and demand generation
- Channel development and business growth
- Revenue enhancement and cost efficiency
- Profit and loss oversight and budgeting
- Corporate messaging and product promotion
- Sales acceleration and partnership activation
- Market Analysis
Accomplishments
- Drove VMware cross-company initiatives targeting $200M+ in incremental sales for VCF, HCI via partners
- Architected $20M+ HPE global cTAP, 3X Guarantee, and FlexPod Advantage promotions that generated $500M
- Led global marketing efforts targeted at the midmarket segment garnering a leadership position for NetApp
- Product launch and sales development campaign produced high degree of market awareness and $10M pipeline for RASILIENT resulting in 32 OEM prospects, and 5 OEM design wins and 2X sales over 3 years.
- Developed lead generation program to drive new storage business, tripling sales in nine months for Adaptec
- Spearheaded Adaptec’s worldwide marketing, improving launch effectiveness, brand recognition/market share
Awards
CRN Top 50 Midmarket IT Executives, NetApp
Languages
Spanish, Fluent
Personal Information
Title: Sr. Director/VP – Marketing, Channels, & Business Development
Languages
Spansih
Professional
Timeline
Director, Cloud Platform Business Unit
VMware
01.2016 - Current
Director, Global FlexPod Solution Marketing & GTM Effectiveness
NetApp
01.2015 - 01.2016
Director, Global Midsize Business Marketing
NetApp
01.2009 - 01.2015
Vice President of Marketing and Business Development
RASILIENT Systems, Inc.
01.2003 - 01.2009
Director, Worldwide Channel & Strategic Marketing
Adaptec, Inc.
01.1999 - 01.2003
Marketing Manager
Hewlett Packard
01.1997 - 01.1999
Senior Product Manager
Hewlett Packard
01.1996 - 01.1997
Channel Manager
Hewlett Packard
01.1995 - 01.1996
Business Development Manager
Hewlett Packard
01.1993 - 01.1995
Product Manager
Hewlett Packard
01.1992 - 01.1993
Channel Manager
Hewlett Packard
01.1990 - 01.1992
Field Support Representative
Hewlett Packard
01.1986 - 01.1990
BA - Quantitative Economics
Stanford University