CAROL A.

FIELDS 831-234-4358
1583 Escondido Way, Belmont, CA 94002 cfedd9d0@westpost.net
PRODUCT MARKETING MANAGER
New Business Development / Product Line Management / Strategic Planning & Execut
ion
Highly motivated, creative professional with more than 20 years of product marke
ting management experience encompassing customer needs assessment, market penetr
ation, product development / management, branding, and deployment. Demonstrated
success in budgeting, market / financial analysis, cost control, negotiations, s
ales forecasting, and customer service. Resourceful problem solver increasing aw
areness and profitability through technical innovation. Articulate communicator,
with exceptional interpersonal skills to effectively lead and mobilize cross-fu
nctional teams to accomplish objectives and meet critical deadlines in a fast-pa
ced, high-growth, and diverse environment.
CORE QUALIFICATIONS
Leadership & Team Building Sales Cycle Management & Branding Customer Relatio
nship Building
Quality Assurance & Testing Full Lifecycle Project Management Software Design
& Development
Technical Writing & Support Continuous Process Improvement Deployment & Migra
tions
PROFESSIONAL EXPERIENCE
XILINX CORPORATION, San Jose, CA 1987 V Present
Leading global supplier of programmable logic generating $1.8B in revenues in fi
scal year 2010 with more than 50% market share in programmable logic device (PLD
) segment of the semiconductor industry.
SENIOR STAFF STRATEGIC PRODUCT MANAGER, IP MARKETING (2002 V 2010)
Prior Xilinx tenures included: (1987-2009)
FLOWS & METHODOLOGY R&D MANAGER, IP SOLUTION DIVISION
SENIOR PRODUCT MARKETING MANAGER, ALLIANCE SERIES (SOFTWARE EDA) CORPORATE MARKE
TING
TECHNICAL MANAGER, ALLIANCE SERIES (SOFTWARE EDA) CORPORATE MARKETING
USER PERSPECTIVE R&D ENGINEER, R&D
CUSTOMER TRAINING MANAGER, CORPORATE MARKETING
APPLICATION ENGINEER, CORPORATE MARKETING
Direct product marketing / management bringing emerging technologies to market.
Predict technology trends and mange comprehensive market ROI strategic analysis
including product forecast, average selling price, profit points, terminal cost,
incremental profits, life-span, competitive solutions, divisional R&D cost / la
bor cost, and trigger points for next generation product offering. Define custom
er issues, analyze Share of Market (SOM) statistics, survey targeted customers,
calculate ROI, profile competitive offerings, and identify ecosystem and strateg
ic partnerships. Assess FPGA market for new, complex technology. Negotiate partn
er and customer contracts and agreements for technology partnerships, non-disclo
sure agreements, licensing with indemnification / liability, early access custom
er / partnership agreements, and beta site agreements. Enthusiastic presenter sp
ecializing in creating technical and business presentations. Manage strategic pa
rtnerships with Tundra Semiconductor, Mercury Computer, Agilent Technology, Quan
tum Data, and Jungo. Serve as marketing representative for four industry standar
ds consortiums. Monitor technical marketing team developing pre-sales collateral
and providing second line post-sales support.
Selected Achievements:
Author of XCELL: FPGA 101 Carol Fields overview on serial transceivers, the var
ious standards and how to select the right one for your design.
Author of XCELL: FPGA 101 The Display Market Goes Serial V Getting Started usin
g the DisplayPort Tx Policy Maker Controller Reference Design.
Awarded three methodology patents. Authored three books and dozens of technical
 articles, application notes, and conference papers. Wrote multiple award winnin
g articles.
Launched eight new emerging intellectual property technologies into semiconduct
or market.
Introduced two new design trends into FPGA community - High-Level Description L
anguage (HDL) and Design Reuse.
Established viability of Intel QuickPath Interconnect (QPI) for High Performanc
e Computing (HPC) offering. Developed IP documentation strategy, IP design win m
etric strategy, and IP evaluation strategy.
Drove adoption of interconnect technology and specialty connectivity protocols
for automotive, high-end display, scientific, Internet secure storage, bio-medic
al, medical equipment, industrial, and financial applications.
Secured 90%+ FPGA PCI Express customer opportunity equating to 500 design wins
annually for three years with an average gross revenue of $1M per design.
Led 13 Technical and Business Product Line Managers defining ecosystem solution
and cultivating strategic partnerships for high-end Electronic Design Automatio
n (EDA) tools. Developed marketing strategy, collateral, and press releases with
strict departmental marketing budget.
Developed first training courses and assisted in creating Technical Marketing a
nd Training departments.
Launched Hardware Description Language (HDL) synthesis and verification tools f
or FPGA design.
Directed pilot program for partnership Make / Invest, Buy or Refer business mod
els.
Wrote Market Requirement Document (MRD) for new architecture wizards and FPGA c
onnectivity IP MRDs for Serial RapidIO, PCI Express, Advanced Switching, MOST, F
lexRay, and DisplayPort.
Key speaker at Programmable Worlds with 1000+ attendees at conference.
Prior tenures included:
TECHNICAL CUSTOMER TRAINING MANAGER, LSI LOGIC, Milpitas, CA
ENGINEER, DELCO, Goleta, CA
STAFF SYSTEM ENGINEER, HEWLETT PACKARD, Santa Clara, CA
EDUCATION / CREDENTIALS
BACHELOR OF SCIENCE, ELECTRICAL & COMPUTER ENGINEERING, UNIVERSITY OF CALIFORNIA
, Santa Barbara, CA
FACILITATIVE LEADERSHIP CERTIFIED
PRACTICAL PRODUCT MANAGEMENT CERTIFIED
PRAGMATIC MARKETING CERTIFIED
PROFESSIONAL AFFILIATION AND ACTIVITIES
Prior Member tenure: VIDEO ELECTRONICS STANDARDS ASSOCIATION, (VESA)
PCI-SIG, RapidIO Trade Association, ASI-SIG Advanced Switching
Books Authored:
FPGA Design Reuse Guide, Co-authored with Qualis Corporation
A Guide to Using the Xilinx Synopsys FPGA Design Compiler
Xilinx Synthesis Alliance Specification, 3rd party HDL Synthesis & Simulation E
DA Tool Syndicate Program
Patent Awards & Applications:
U.S. Patent: Method and Apparatus for Analyzing Performance and Density of a So
urce Design Module for a Target Programmable Gate Array, X-431 US, 3/98
U.S. Patent: Method for Comparing Performance and Density of IC Devices, 4/98
U.S. Application: System and Method for Assisting in the Development and Integ
ration of Reusable Circuit Design, 2/2000
U.S. Application: Method and Apparatus for the Capturing and Managing of Market
ing Request and Requirements for the Development of Programmable Gate Array Sili
con Platform Solution, 2009