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Executive Summary

A charismatic leader of highly successful sales and marketing teams. Builds trust through inspiration and produces results by driving operational excellence, strategic vision, and practical implementation. Passionate about creating new teams and executing new organizational directives.



Director of WW Channel Marketing


Department accomplishments and activities:

  • Increased WW Channel Revenue by $14M in first year, $22M second year, and $30M in 3rd year.

  • Develop strategic marketing plans for each of 12 authorized Lattice distributors - alignment of new product introductions to each geography/distributor based on capability, market segment, customer base, and competitive positioning to increase overall market share.

  • Direct customer targeted brand and product campaigns utilizing all types of media – electronic, print, direct email (Marcom).

  • Organize trade shows, creating videos, brochures, demonstrations, and WW sales conferences. .


Director of WW Technical Sales

  • Direct and then later matrix manager of 62 direct Lattice FAEs via 9 Area Technical Managers throughout the world. Also responsible for training and directing the efforts of another 100 distributor FAEs. Directly responsible for ensuring technical competency of entire sales force, driving improvements in Represented sales organization in Product Line Business Planning and Strategic Review Board processes; Influencing new product planning, strategic marketing, resource allocations, R&D prioritization, customer engagement strategies, and go to market plans.over $70M in smart phone business in 2013 from a base of zero in 2012

  • First ever phone design wins at RIM, Samsung, Motorola/Google, ZTE, Huawei, HTC, Nokia, and Apple worth a projected $140M in revenue in 2014.

  • Selected and implemented a new technical support/helpdesk tool to facilitate creation of customer support cases and to generate a searchable knowledge base to minimize the case load of the factory applications engineers. technical support, and managing the opportunity tracking/DW process

  • Member of  sales operations teams such as commission splits committee, sales incentive plan committee, strategic pricing team, customer satisfaction improvement committee, and CRM governance council. 


Director of Field Applications Engineering - Asia/Japan

  • Increased China sales from $28M to $83M in first 4 years and to $211M in 7 years. Lattice FPGA revenue at Huawei grew from $2M to $30M, ZTE from $3M to $26M.

  • Grew the FAE organization from 17 to 29 in 4 years. Initiated “Area Technical Manager” program in Asia, and built the first ever direct sales team in India.

  • Delivered the first ever Lattice FPGA design wins at Fujitsu, Huawei, ZTE, Juniper, IBM, and Ericsson.


Director of Technical Sales and FAEs, North America

  • Led Field Applications Engineering team which achieved a 52% growth in Design Wins over a 3 year span.

  • Managed field applications engineering, demand creation services, and sales training departments - over 30 staff responsible for design services, sales promotions, database marketing, product training, technical marketing, and engineering support.


Senior Field Applications Engineer

Grew Northwest Region’s Design Win Revenue from $8M in 1996 to $51M in 2000.

Project Engineer


Designed gaming platforms for airplane and hotel installations.


Systems Engineer


Systems Engineer



B.Sc Electrical Engineering



VP Corp Marketing - Lattice Semiconductor

Rich & I have worked together for 10 years and I can say with confidence that he is the best professional partner I have had at Lattice. Rich is always willing to plunge in and try something new, brings creative ideas, and consistently finds a way to get things done whatever the constraints. 

President & CEO, OSRAM Opto Semiconductors

Rich is consistently one of the top performers I've had the pleasure to work with. Rich is a dedicated worker, and not the least bit reluctant to roll up his sleeves when necessary. He knows how to delegate and to help others reach their potential. I wouldn't hesitate to have Rich join my team again, and I highly recommend him.

Sr. Director Channel Sales - Lattice Semiconductor

I worked with Rich for a number of years at Lattice Semiconductor Corp. During that time, Rich held various senior technical and management roles, from front line responsibility for the global FAEs to sales management responsibilities in a number of different regions worldwide. Rich has a rare and valuable combination of business intelligence and technical expertise that would be a tremendous asset to any organization.

China Sales Director – Lattice Semiconductor

Rich is one of best managers who understand China market, not only PLD, but also consumer, communications, industry, etc. He is open-minded, and warmhearted to all his colleagues and customers. Lots of key manages of MTA accounts in China, such as Huawei and ZTE, also respect his knowledge.

Catalyst for Growth

Increased WW Channel Revenue by $14M in 2014, $22M in 2015, and by $30M (est) in 2016

First ever phone design wins at RIM, Samsung, Motorola/Google, ZTE, Huawei, HTC, and Nokia worth $140M

CAGR of 42% for design wins is Asia. 63% in Strategic Accounts

Increased China sales from $28M to $83M in first 4 years and to $211M in 7 years.

Led Field Applications Engineering team which achieved a 52% growth in Design Wins over a 3 year span.


FAE of the Year, Infineon Technologies, 1999

Outstanding Contributor of the Year, Lattice Semiconductor - 2006, 2007

Marathon Award, Lattice Semiconductor – 2012, 2014