Ron Seredian

As V.P. of Marketing, I am responsible for building our brand, providing content for our website, via case studies which I write and technical articles and white papers written by our engineering staff. I also manage our PR agency, Jennings & Associates. Regarding lead gen, our key performance indicators, such as sales leads, website visits, in-bound calls are all up an average of 13% yearly, YOY, since I joined the marketing team.

I was responsible for all elements of media relations for APC, without the aid of an outside PR firm. During my tenure, APC's Smart-UPS, Symmetra & other products won over 148 awards in major PC and IT publications, such as eWeek, CRN, NetworkWorld, PCMag, PCWorld, WIRED, CNET.com, among many others. Prior to my joining APC, the "win-ratio" was about 25%, or about one win for every four comparative reviews. Under my direction, this win-ratio changed to 95%, with "perfect" years (100%) in '98,'99,00 and 01. I also pioneered a series of press tours to APC customer data centers to highlight our new InfraXurcture, as well as factory visits to our Danish subsidiary. We then took the group to the CeBIT or Hannover Messe expos where the press met with Deutsche Messe officials. In 2001, APC was placed among the Titans of Tech with our first - and last - "Finalist" placement in PCMag's "Technical Excellence Awards". Another milestone was our placement in "100 Companies That are Changing the World" (PCMag, 6/01). In order to properly launch our new InfraStuXure (UPS+Cooling) product I started pitching the concept of a "zero layer", based on the OSI model of layers in a network, to describe the "physical layer". This concept perculated in the marcom department and was branded "Network Critical Physical Infrastructure (NCPI)", which was the key concept in messaging in all areas of Marcom, Ads and PR.

Initially in the sales department, I was promoted to marketing. When I left Clary I was responsible all marcom elements: media relations, advertising, trade shows, reseller training and all marketing collateral.

Xecos AG is a computer accessory vendor in Switzerland. Xecos is part of the Excom AG group of companies. As a product marketing manager I was responsible for all elements of the UPS product introduction in 1993. This included setting up marketing material, selecting which tradefairs we would exhibit at, developing and implementing sales training for the entire sales force of 25 people, conducting PR, direct marketing and advertising. Though I was there only one year, I set up 5 distributors in Spain, Ireland, Russia, Germany and in Denmark.

I was one of 11 team members covering the S.F. Valley. Out of this team I was one of the three team members that made quota every quarter. When PB sent me to Aberdeen Woods, their training center, I graduated #2 out of a class of 56 sales trainees.