Robert Scheible, MBA, BSEE

(919) 259-2040
405 Perry Creek Drive
Chapel Hill, NC  27514


Accomplished Product Marketing Leader with an exceptional record of driving successful multimillion dollar product and go-to-market initiatives.  Proven market impact securing #1 market position, product sales goals and outstanding customer loyalty and testimonials.  Result and data oriented.  Experienced driving product requirements (MRD), R&D development, business cases, opportunity and threat analysis, pricing and purchase models in retail and enterprise markets.

Recognized as a dynamic leader, strong motivator and outstanding communicator with the ability to rapidly learn and translate complex technical concepts into clear customer values and competitive differentiation.  Actively engages technical sales, product and development teams to form appropriate account strategies and engagements.  Defines market targets, executive briefs and collateral for sales.



Translating Product Portfolio into Customer Value
Market Research and Requirement s Definition
Exceptional Analytical Skills
Campaign Design and Leadership
R&D Management, Strong Technical Background
Opportunity and Threat Analysis
Market Segmentation
Talent Hiring and Development
Knowledge Transfer & Public Speaking
Virtual Team & Relationship Management


Senior Marketing Manager, GENBAND      June 2010 – Present

Software Platform and Virtualization
Product Leader for strategic product introduction.  Launched Campaign to establish GENiUS Virtualization platform for GENBAND IP communications applications.  Defined product values, and  trained worldwide sales force (200+) on product vision and roadmap.  Developed white papers, videos, FAQ and sales strategy.

Won strategic contracts in top 10 global carrier accounts establishing GENiUS as the de facto standard for IP communication solutions, including product of the year award by Internet Telephony.

Increased sales of  integrated analytics and management systems by solution bundling over 10%.

Softswitch Product Portfolio C20/C15
Product Marketing Leader for 40% of $700M company product portfolio by revenue.  Drove product requirements, market development, established competitive strategies for sales teams.

Established GENBAND as the market leader, growing market share 2% over the period.

Improved company/product rating by analysts Gartner (moving  from Challenger to Market Leader) and Current Analysis (increased Competitive Threat ratings in Product Roadmap and Momentum).


Senior Marketing Manager, Nortel      June 2000 – June 2010

International Marketing Leader
International Solution Marketing Leader for Voice over IP Solutions portfolio and IMS introduction.  Developed team of international marketing specialists to gain market entry for IP communications product in North America, Europe, Asia, CALA and Middle Eastern markets.

Drove messaging through standards groups, industry organizations, web and print media.

Gained #1 market share (29%) in Europe, the Middle East and Africa.  Competitive Strategies succeeded in entering over 150 major customer accounts including: Telefonica, Telekom Austria, Telmex, Dacom, Hong Kong Broadband, Optus and British Telecom.

LEC/IXC Segment Marketing, IP Communications Solutions
Marketing Leader for driving Class 4/5 and LD IP communications solutions.  Engaged with carrier operations teams to develop business case and CAPEX profile for migration of existing services to IP.  Established revenue base and market momentum for products, including industry leadership and industry standards for implementation with industry groups such as USTA and standards bodies e.g. IETF, 3GPP.

Gained industry defining $1 Billion contract with Sprint, Verizon and MCI long distance.

Established market research and guide for retail bundling and pricing levels to maximize product sales.


Development Manager, Software / Hardware Design, Bell Northern Research      May 1984 – June 2000

Led development organizations of 20+ Software Engineers, Hardware Engineers, Test Engineers and IT Professionals for the design, developments, testing, quality assurance and deployment of telecommunications systems.  Included staffing and development of all engineers and coordination of 12-18 month development to deployment cycle.

Established market leading benchmarks for features and capability, reliability and profitability.  Led process improvement from requirements, design, simulation and testing, achieving new quality levels.

Drove product requirement discussion with customers and marketing organizations.  Managed third party OEM providers, international development partners and contractors while delivering program early to meet accelerated customer schedule.



The Fuqua School of Business, Duke University
Masters of Business Administration (MBA), 1992
- Fuqua Scholar – Top of Class

University of Dayton, Engineering School
Bachelors of Electrical Engineering / Computer Science, 1984
- President of Computer Engineering Society

Carnegie Melon University, Software Engineering Institute
Continuing Educations, 1993-1994
- Software Engineering: Design Methodology, Program Metrics and Quality Assurance



Articles – eWeek, PCWorld, Connected Planet, Telephony Magazine, Vision to Mobile, TMCNet, Heavy Reading, Light Reading, Enterprise Networking Planet / VoIP Planet, Converge!, Telecom News

Metrics – Analysts Dell’Oro, Synergy Research Group, Infonetics Research, Yankee Group

Speaker – Fierce Networks,  Light Reading, GlobalComm, Telecommunications Industry Association (TIA), Cellular Telephone Industry Association (CTIA), US Telephone Association (USTA)



Product Marketing, Vertical and Channel Marketing, Industry Marketing, Retail, Competitive Analysis, Business Case, Business Development, Consumer Marketing, Product Line Management, Market Research, Press Relations, Market Sizing, Strategic Planning, Organizational Development, Product Pricing, Pipeline Analysis, Product Launch, Branding, Translating Emerging Technology into Business Impact, Proposals, Demonstrations, Value Proposition, Analytics

IP, IPv6, Ethernet, VPN, SIP, H.248, H.323, MGCP, SS7, IMS, 3GPP, IETF, Telecom, OSS, OAM, NGN, Mobile, Wireless, CDMA, GSM, Unified Communications, Media Gateway, Application Server, Fixed Mobile Convergence, UMTS, LTE, CaaS, SaaS, Web Services, Virtualization, VMWare



Cycling, Motorcycles, Traveling, Technology, Software and Microcontroller Circuit Design


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