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Innovative Marketing & Product Management Professional

An innovative marketing and product management professional who has planned and launched numerous products for the computer printer, enterprise software and network computing services industries, which have generated more than $500 million in revenues.

  • Managed the introduction of new products that led to a radical change in distribution channels of a Fortune 200 company. Sales for this new business are now delivering $7.5 billion annually.
  • Created a product plan for a new line of inkjet printers that produced a 40% sales increase to more than 900,000 units in one year and gained industry recognition.
  • Launched a new technology, Radio Frequency Identification (RFID), with the first desktop thermal printer to automatically encode and print smart labels on demand. RFID enables wireless data collection and dynamic updating features to improve the tracking of goods throughout the supply chain.

Expertise includes excellent skills in identifying and realizing market opportunities, defining and establishing product specifications, and bringing to market new products worldwide. A successful manager who achieves results by working closely with cross-functional teams, global partners and sales channels.


Zebra Technologies Corporation (ZBRA-NASDAQ), Camarillo, California 2003-2006

Product Marketing Manager, Specialty Printing Solutions (2005-2006)

Developed marketing strategies and programs for the stationary bar code printer product lines of the leading thermal printer vendor in the automatic identification and data capture industry. Product lines represented 50% of Zebra's $700 million yearly revenues, sold through channel partners and direct accounts worldwide.

  • Organized and led the sales training for stationary printer product lines at the 2005 and 2006 annual kick-off meetings for the company's 150 sales associates from North America, Latin America and Asia Pacific regions.
  • Created positioning strategies and value messages for launching a highly competitive mid-range product that exceeded its sales plan.
  • Evaluated features and performance comparisons of competitive products to determine sales advantages for Zebra's line of printers.
  • Expanded a promotional trade-up program that generated incremental sales of $2.5 million over 16 months.

Product Manager, Specialty Printing Solutions (2003-2004)

Planned and managed product lines within Zebra's desktop bar code printer category.

  • Increased two-inch wide model sales by $10 million in 2004 through the successful resolution of several major account application and design requirements.
  • Determined product criteria for the next generation of desktop bar code printers, using market research, competitive analysis and customer feedback. Negotiated suggested new features with the Engineering Department, facilitating the product design of new printers.
  • Presented features and benefits of Zebra's desktop product line to 80 resellers at the Middle East and India distributor conference in Dubai, UAE.

Xerox Corporation (XRX-NYSE), El Segundo, California 1984-2002

Planning & Strategy Manager, Small Office/Home Office (SOHO) Business Group (1998-2002)

Managed worldwide strategy and product planning for Xerox personal printers consisting of six laser and nine inkjet models that were sold through retail and value added distribution channels.

  • Worked closely with Japanese partners in the development and launch of a new line of inkjet printers, gaining consensus for product requirements based on Xerox technology.
  • Developed product requirements and market positioning for Xerox-branded monochrome laser printers sourced from Samsung, resulting in a 160% sales growth over two years.
  • Determined product forecasts, market sizes and financial models that supported product investment opportunities for the company's $325 million personal printer business.
  • Analyzed competitive lines that determined Xerox' optimum price/performance position. This research maximized margins and number of units sold.
  • Represented Xerox on the United States Printer Committee, serving as Vice Chairman.

Product Marketing & Planning Manager, Xerox Channels Group (1996-1998)

Led marketing and planning for a line of color printers that could be networked into office systems.

  • Directed marketing support activities for color laser printers that were distributed through dealer channels. Organized an end-of-life program as part of a transition to new products, reducing product inventories by 80% while maximizing profit contribution.
  • Instrumental in sourcing and selecting business-class inkjet printers from two OEM vendors. This expedited Xerox' entry into the inkjet printer market. Oversaw the introduction of four models and created marketing strategies, including promotional content, pricing, training and press kits. Positioned products as a bridge to future inkjet offerings marketed through retail channels.

Product Marketing & Planning Manager, Desktop Products Group (1992-1996)

Managed product planning and marketing of monochrome laser printers in the Office Printing Business unit.

  • Generated product and marketing plans for a new family of network laser printers targeted at the office environment. Established development partnerships with print engine and controller suppliers. Managed the product launch, resulting in more than $40 million in revenues over a 30-month period.
  • Instrumental in marketing new printers through reseller channels for the first time, building the foundation for the company's future distribution relationships. This operation continued on with the 1999 acquisition of Tektronix' color printing business and today represents 50% of Xerox' annual revenues.
  • Directed marketing responses to major opportunities and product reviews, winning several big orders while achieving industry publication awards two years in a row.

Product Planning Manager, Printing Systems Division (1985-1992)

Developed business assessments and product plans for mid-range and desktop printers sold by the Xerox sales force.

  • Prepared and coordinated product proposals that incorporated feedback from marketing research studies, field sales and engineering development. This led to successful launches of six new printer products.
  • Provided strategic direction by evaluating market segments, defining product portfolios, setting program priorities and allocating R&D resources.
  • Coordinated the development of business plans for low-end printers during the annual planning cycle. Full acceptance of the plans by senior management was recognized as a major accomplishment.
  • Generated a plan that enabled Xerox printers to work easily with a variety of software products in the fast growing desktop publishing market.
  • Led the development of a Local Area Network (LAN) study that analyzed the impact of LANs on network printing.

Product Marketing Manager, Xerox Computer Services (1984-1985)

Supervised marketing operations for a business unit that offered enterprise software systems to manufacturing companies. Managed product planning, new product introductions, marketing support, documentation, training, 42 professionals and a $3.2 million annual budget.

  • Prepared marketing programs that delivered products through software licenses, hardware/software turnkey systems and network computing services.
  • Launched a new version of manufacturing software incorporating state-of-the-art inventory and production planning techniques.
  • Introduced a business-modeling package that complemented manufacturing, financial and distribution application products.


Managed product lines of licensed software and network computing services marketed worldwide by the General Electric Information Services Company and Boeing Computer Services.


University of Pittsburgh, Pittsburgh, Pennsylvania

Master of Business Administration

North Dakota State University, Fargo, North Dakota

Bachelor of Science, Electrical & Electronics Engineering

Other courses: Management training programs at Xerox Corporation and General Electric Company

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Copyrighted © Peter K. Studner 1997-2006
Los Angeles - Burbank - Westlake Village - Irvine
Mailing Address: P.O. Box 241957, West Los Angeles, California 90024-9757
(310) 470-6688 - FAX (3