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Ronald G. Koskinen

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Qualification Summary
  • Senior executive with the industry leading Digital Voice service provider. Experience includes a 12-year progressive growth career at AT&T, ending as General Manager of E-Commerce and Web Hosting as well as small start-ups. An experienced visionary with exceptional understanding of how to commercialize technology, build and leverage channel relationships and position products.
  • Dynamic leader with a comprehensive marketing and business development background in high technology environments.  Proven track record of constructing and executing successful strategies, business planning, and marketing programs to launch and deliver world-class products.
  • A solid multi-discipline technology, marketing, sales and operations background that facilitates exceptional communications and decision-making across an entire organization.
  • Principle architect and founder of the AT&T SecureBuy Service, AT&T’s first Business Internet Commerce offering.
  • Recognized as an E-commerce industry expert with numerous awards, honors, speeches and panel discussions at industry trade shows, conferences and events.
  • Ability to effectively recruit, mentor, motivate and cultivate talented people. Establish and lead strong cross-functional teams throughout the product lifecycle, maximizing employee potential and satisfaction.
  • Excellent interpersonal and negotiation skills.  Strong experience in negotiating and executing highly complex, multi-million dollar technology supplier and partner relationships.  Team player with a strong desire and work ethic to succeed.

Business Experience

2007 – Present, Vonage, Inc., Holmdel, NJ

Director, Product Marketing & Management

Reporting to Chief Marketing Officer with responsibility for all Product Marketing and Product Management.

  • Selected by Chairman and Senior Leadership team to lead one of eight key initiatives (marketing programs and new product launches) focused on transforming the company.
  • Built a team of product managers that defined, launched and marketed all new services.
  • Worked closely with engineering on long-term product strategy, roadmap and market requirements.
  • Gathered customer and end user feedback and conducted market research.
  • Determined positioning and created content for marketing collateral, web site and training materials.
  • Defined, developed and delivered innovative new industry leading international calling plans.

2002 - 2006, RCC Consultants, Inc, Woodbridge, NJ

Vice President, Marketing & Product Management

Member of Executive Committee with responsibility for performing product management, marketing, sales and business development activities for an international telecommunications consulting, integration and outsourcing firm.  In addition, provide technical and market direction to define: Product development strategies for emerging technologies, Market segments in which RCC may successfully compete, Competitive product and services comparisons, strategic planning and product line rationalization. 

  • Defined and implemented new product development and sales processes transforming company from a technology led to market and customer led organization  
  • Conducted detailed market analysis and product line rationalization that led to a new, more competitive product family.  
  • Developed detailed strategy, marketing, advertising and sales plan for rationalized product line
  • Developed and executed online marketing plan that increased in year revenue run rate by 150%.  
  • Developing business plan and participating in outside, venture fund raising activities for a new venture.  

2000-2001, Ziptone LLC, Cedar Knolls, NJ

Executive Vice President, Corporate Strategy and Development, General Manager, eCRM Application Service Provider Unit

Reporting directly to the CEO serving as a member of the company’s senior management team involved in all aspects of company strategy, direction and policymaking.  Functional responsibilities include Corporate Strategy, Business Development, Business Planning, Product Management and Program Management.  Responsible for developing strategy and business plans for all of the company’s new business initiatives. 

  • Developed detailed strategy, business and operational plan for Ziptone’s launch of a new eCRM Application Service Provider (ASP) business unit.  Plans included opportunity definition (market analysis, customer needs analysis), strategic planning (business case, buy/build/partner, pricing), Product Planning (offer definition, positioning, selling process) and operational planning (staffing plans, resource requirements, organizational structure).
  • Launched Ziptone’s eCRM ASP business unit in less than six months by creating a “virtual organization” utilizing extensive partnering for required resources.  
  • Developed and negotiated all major vendor, partner and customer relationships including deals with Avaya, AT&T, Exodus, Cognos, SiteSmith and Arthur Andersen.
  • In coordination with the outbound marketing team, created all of the marketing and promotional materials (presentations, demonstrations, literature, analyst surveys), required to launch the new business.
  • Renegotiated several existing contracts to reduce costs by 50%

1998-2000, AT&T Internet Services Division, Bridgewater, NJ

General Manager, e-Commerce and Web Hosting

Promoted to manage full Profit and Loss for E-Commerce and Web Hosting services on a global basis.  Directed staff of 25 to perform product management and product marketing duties, including strategic and tactical planning, product definition, product realization, market research, target market analysis and segmentation, pricing strategy, competitive analysis, marketing communications, strategic alliances, vendor management, channel distribution, and marketing programs.

  • Developed detailed strategy, business and operational plans for AT&T Enhanced Hosting Service that resulted in a corporate commitment of more than $500 million dollars in capital spending.
  • Designed, developed and launched several award winning hosting services including AT&T’s Business Ready Dedicated Hosting Service and the AT&T Small Business Hosting Service which won PC Magazines, Editors Choice award.
  • Developed and negotiated several strategic distribution partnerships with companies such as Hewlett Packard and First USA.
  • Initiated, developed and launched several joint offers with large technology companies such as Hewlett Packard, @home and Sun helping to double revenue to $45 million dollars in one year.
  • Discontinued and exited several end-of-life product lines.
  • Negotiated and managed multi-million dollar strategic partner and vendor contracts to reduce cost structure by 30%.
  • Nominated and selected (top 2%) for sponsorship of an Executive Master’s Program

1995-1998, AT&T Internet Services Division, Bridgewater, NJ

Marketing Director, Web Site Services

Led staff of 15 offer/marketing managers responsible for developing and executing application-focused services within AT&T’s Business IP Services. Managed all phases of Marketing including Strategy Development, Value Proposition, Market Research, Pricing Strategy, Competitive Analysis, Marketing Communications, Strategic Alliances, Vendor Management, Channel Distribution and Marketing Programs.

  • Initiated major lead generation programs including ad programs, radio & television spots, telemarketing, and internet banner advertisements.  Leads were qualified and distributed to sales within 24 hours and resulted in a 40% increase in sales.
  • Designed, developed and launched AT&T’s first Internet transaction service, AT&T SecureBuy Service, which won the Network Computing award for Best E-Commerce Hosting Provider
  • Managed and led cross functional team of R&D, Product Management, Customer Care, and Marketing to an eight month cycle from offer conception to generally available.
  • Redefined, deployed and managed the AT&T Creative Alliance Program, a nationwide program of 500+ web developers and integrators.  Grew CAP engagement from 20% of sales to over 80% of sales.
  • Developed and negotiated strategic supplier agreements with Open Market, Microsoft, Sybase and others
  • Achieved targeted business objectives for both number of customers and revenue.

1995, NCR, Dayton, OH

Marketing Director, Customer Solutions Marketing – Data Warehousing

Responsible for performing program development and outbound marketing functions for the AT&T Data Warehousing program.  Major activities were as follows:

  • Identified and prioritized large scale data warehouse marketing programs, resulting in the addition of ten major customers.
  • Created an evolutionary program, emphasizing decision enabling capabilities in support of a $900 million effort
  • Developed and deployed industry’s first packaged entry level data warehouse offering, generating over $50 million in hardware, software and services orders

1994, NCR, Dayton, OH

Director, Cross Product Planning

Performed business opportunity analysis for programs that do not fit naturally into a single product marketing group and developed appropriate action plans. Ensure that synergism that exist between NCR and other BU's products are fully exploited in marketing programs being developed by the P&S Marketing Teams. Participated on P&SM Strategic and Operational Planning Teams. Participated on NCR Cross Group Initiative support team.

  • Managed team on development and deployment of Value Proposition Training to Worldwide Product Marketing and Management
  • Led team evaluating CTI marketplace and developed go to market plan
  • Implemented marketing plan development for Call Center Solution Environment.
  • Drove to completion a project to reprioritize R&D to fund solutions development.
  • Led several cross group interdepartmental teams participation on various projects in support of the Strategic and Operational Planning Teams.

1991-1993, NCR, Dayton, OH

Senior Product Manager, Networking Software

Performed market needs analysis for network computing software and services. Developed sales/marketing objectives, and specific programs to achieve these objectives. Analyzed program effectiveness, and developed plans to address program issues and opportunities. 

  • Led team in developing a feasibility study regarding a potential networking company acquisition for the AT&T Corporate Strategy and Development organization.
  • Developed and delivered a major professional services program, the Client/Server Rapid Implementation Program.
  • Developed and delivered the marketing strategy that resulted in the StarGROUP Network Ready Bundle program.
  • Achieved 135% of plan for product responsibility

1988-1990, AT&T Computer Systems, New York, NY

Senior Account Executive/ Account Executive

Managed territory including National and Major Market accounts in the Banking, Brokerage and Insurance industries.

  • Averaged 120% of Quota for 1989 – 1991
  • Selected to three of three Achievers Club for Top Sales People
  • Ranked Top 3 in AT&T Technical Consultant Training Program.

Awards/Honors

Education

Stern School of Business, NYU
New York City, New York
June 2000, GPA 3.85
MBA, Management
Beta Gamma Sigma Honor Society

Lafayette College
Easton, PA
1984–1988
B.S., Engineering
University of Colorado at Boulder
Boulder, Colorado
50% Coursework Completed
M.S. Telecommunications