Tom Hale

2105 Pine Street cel: 415-254-6028

San Francisco CA 94115 home: 415-474-1577
tomeghale@gmail.com

Profile:
A senior executive with extensive experience across a range of operational and strategy roles at a world-
class public software company. Deep understanding of SAAS, web media, collaboration, web application
development, and web content markets.

Professional Experience:

Adobe Systems, San Jose CA October 2005 – Present

SVP and GM, Knowledge Worker Business Unit
Revitalized and energized Acrobat product team while integrating Macromedia businesses (Breeze and
Flash Media Server) into Adobe. Responsible for product development, strategy, go to market, and business
development for 750M business unit, with a team of 359, 100M in annual budget. Key results:

• Forged new team from Adobe and Macromedia staffers and product teams
• Led team to envision next 10 years of PDF, including decision to move PDF to an open standard
• Launched and shipped Acrobat 8 line with revamped user experience
• Aligned real time collaboration business (Breeze) with Acrobat to reach 50M in annual revenue
• Supported ABC’s launch of free web-based distribution of Lost, Desperate Housewives, Alias etc
• Closed three acquisitions (TTF, Antepo, Amicima) to fill key technology gaps

Macromedia, San Francisco, CA September 2003 – October 2005

Divisional GM
Led new division to target business user segment for Macromedia. Built new enterprise sales model, video
streaming business, and new hosted services offering as one of 4 GMs on staff of CEO direct reports,.
Responsible for product development and go to market with a team of 135, 100M in annual revenue, and
25M in annual budget. Key results:

• Motivated team to grow divisional revenues from 60M to 100M in 1 year

• Launched Breeze (web collaboration/training), grew revenues from 1M to 35M in 2 years
• Built out Breeze Hosted, Macromedia’s first hosted service offering
• Drove Flash Video Streaming Service distribution model with Akamai and other CDNs
• Key member of Adobe acquisition communications and integration team

Macromedia, San Francisco, CA May 2002 – September 2003

Senior Vice President, Customer Loyalty Group and Business Strategy
Drove change via internal start ups and turnarounds in various functions. Added new responsibilities: E-
commerce, developer relations, software DRM, technical support and customer service functions.
Responsible for a team of 225, 40M in annual revenue, and 20M in annual budget. Key results:

• Developed and executed E-commerce business and infrastructure strategy, including delivery of
two new E-commerce platforms (insourced and outsourced via Digital River)
• Shipped product activation (software DRM) for products accounting for 80% of company revenues
• Built developer communications strategy; first major software company to adopt employee blogging
• Started up developer subscription business (DevNet) and delivered hosted platform
• Launched developer site with weekly publishing process and community outreach

Macromedia, San Francisco, CA August 2001 – May 2002

Senior Vice President, Business Strategy
Drove company growth strategy by targeting new markets and business models. Key responsibilities: cross
product strategy, opportunity sizing, strategic communications, internal evangelism. Key results:

• Led cross business unit strategy to create tools suite that accounts for 60% of company revenues
• Aligned business units on new market opportunity in application development market
• Built communications framework for new strategy around “Rich Internet Application” Category
• Assembled new organization for developer outreach and support, and subscription business model
Macromedia, San Francisco, CA March 2001 – August 2001
Senior Vice President, Worldwide Marketing
Responsible for centralized corporate and customer marketing functions post Allaire-merger reporting to the
President. Created new organization and budget for team of 145. Key responsibilities: management of
teams for Brand, PR and Corpcom, Marcom, Customer Marketing, and Macromedia.com. Key results:

• Launched new company after the acquisition of Allaire to customers, employees, and analysts
• Integrated communications and branding for new company

Vice President, Product Management/Marketing January 2000 – March 2001

Led 368M Web Publishing division reporting to the President. Key responsibilities: pricing and positioning for
products and product lines, product strategy, demand generation strategies, budgeting and forecasting,
customer marketing, events and educational marketing. Led team of 60 product marketers and managers,
grew it to 125 by end of 2000. Key results:

• Drove 47% YTY growth with products such as Flash, Dreamweaver and Shockwave
• Drove studio strategy, aligning engineering teams, sales, and product management, resulting in
7M/Q incremental revenue through increased ASP
• Drove standardization of Flash technology for rich media advertising
• Key member of Allaire merger team, managed communications strategy and deliverables

Macromedia, San Francisco, CA

Vice President Product Marketing, Web Publishing December 1998 – January 2000
Responsible for 18M/year variable marketing budget for all Web publishing products to deliver over 250M in
revenue reporting to GM of Web Publishing division. Drove communication, product and technology
strategies for 10 market-leading Web publishing solutions. Key Responsibilities: product requirements, 1 to 1
marketing, managing external agencies, demand generation and team of forty-five marketers. Key results:

• Built e-marketing team and e-marketing/CRM infrastructure

• Launched Macromedia’s first online membership program and data collection strategy
• Created broad awareness of Flash player penetration, driving 100% YTY growth
• Standardized product lifecycle processes across multiple teams

Macromedia, San Francisco, CA

Product Manager/Director of Product Management, Graphics September 1995 – November 1998
P&L responsibility for Macromedia’s graphics business unit reporting to GM. Key responsibilities: product
launches, variable marketing, business development, and strategic initiatives. Ongoing responsibilities: hiring,
budgeting, and management of a team of eight product managers and marketers. Key results:

• Delivered first unified cross-product messaging, sales tools, and collateral for the company
• Introduced new Fireworks product line, grew business to 15M in 9 months
• Standardized product launch processes across the company

Fauve Software, San Francisco, CA

Director of Sales and Marketing February 1995 – August 1995
Planned and Implemented sales and marketing for startup. Responsible for pricing, OEM, mail order and
direct channel development, national advertising, trade shows, and PR.

• Closed $1.1 Million in foreign distribution and OEM agreements

• Developed revenue stream that resulted in six additional hires and acquisition

New Regency Productions/Untitled Productions/Scott Rudin Productions

Script Reader/Assistant to Producer September 1990 – February 1995
Reviewed and recommended books and motion picture scripts for producers to acquire media properties.

• Learned basics of media production and distribution

• Read 1300 scripts, 3 made into mainstream production/distribution

Education:
Harvard University, BA 1990.

References:
Available on request.