Company: Keysight, San Jose, CA
Nomination Submitted by: Lumina Communications
Company Description: Keysight Technologies Inc., is the world's leading electronic measurement company, pushing the limits of measurement and design to power the most innovative technologies including 5G technologies and infrastructure, automotive/ connected cars, quantum computing, advanced networking and cloud, aerospace and defense and IoT. Keysight brings to market the most disruptive, transformative technologies
Nomination Category: Marketing Organization / Professional Categories
Nomination Sub Category: Marketing Executive of the Year
 Nomination Title: Marie Hattar, SVP & CMO
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the achievements of the nominee since 1 January 2021, OR written answers to the questions for this category? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Briefly describe the nominee: his or her history and past performance (up to 200 words):
Total 169 words used.
Marie Hattar is the senior vice president and the first chief marketing officer of Keysight Technologies. She is responsible for driving the company’s brand and global marketing results. Marie leads Keysight’s corporate positioning, messaging, and communication to internal and external stakeholders to create a competitive advantage for the company’s growth initiatives. With over two decades of experience in marketing leadership spanning the commercial communications, networking, and security markets, Marie brings passion, visionary leadership, innovation, and a focus on ROI to everything she does.
Before joining Keysight, Marie served as chief marketing officer for Ixia and Check Point Software Technologies, where she re-established the two companies as industry leaders. Marie received her master’s degree in Business Administration and Marketing from York University and a bachelor’s degree in Electrical Engineering from the University of Toronto.
As Keysight’s first chief marketing officer, Marie established a powerful marketing team to elevate the company’s brand, promote its products and solutions, and create a world-class marketing engine focused on driving sales growth through marketing leads.
- If you are providing written answers for your submission, you must provide an answer to this second question: Outline the nominee's achievements since the beginning of 2021 that you wish to bring to the judges' attention (up to 250 words):
Total 243 words used.
Since 2021, Marie led/oversaw several successful marketing campaigns:
- Marie oversaw the launch of Radar Scene Emulator, which enables automakers to lab test real-world driving scenarios, minimizing risk during drive tests and was involved in the CES trade show where the launch took place. Keysight became the first in the market to release scene emulation with up to 512 objects.
- Marie oversaw the launch of M9484C VXG signal generator NPI, which delivers the next frontier of wireless technology. The launch included 7 virtual webinars in different regions with 1500+ attendees & press events with localized content for each.
- Marie spearheaded a positioning campaign on Keysight’s custom semiconductor capabilites to establish Keysight’s design IP in ASIC and MMIC technologies through Keysight custom semiconductor designs, MMIC chip design and fab capabilities and the performance of the company’s semiconductor IP in high-performance instruments.
- Marie played an integral role in drawing awareness to a unique partnership with Nokia, where Keysight and Nokia teamed up to push the boundaries of engineering and set a new data transmission speed record, paving the way for faster, better data connection networks to handle the ever-increasing amount of traffic on networks.
- Marie led the Keysight Innovation Challenge, where students developed creative and impactful designs to address climate change and determine what it will take for the world to reach net zero by 2050. The mission of the Innovation Challenges is to showcase innovative engineering possibilities and empwoer the next generation of STEM leaders.
- If you are providing written answers for your submission, you must provide an answer to this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):
Total 250 words used.
Keysight’s first-to-market launches delivered unique marketing tactics and results.
- Radar Scene Emulator Launch
- Marie led a multifaceted strategy for this launch, including a Keysight homepage takeover; LinkedIn Livestream event; webinar launch; global press event featuring local languages, garnering over 200 media mentions; podcast with #1 AV social influencer, Marc Hoag; etc.
- M9484C VXG signal generator NPIs Launch
- Under Marie's guidance, this launch event was the first time Keysight tested LinkedIn Live’s gated events, garnering almost 200 attendees from 193 new logo accounts. VXG now holds the record for press pickups with 241 pickups worldwide.
- Custom Semiconductor Capabilities Positioning Campaign
- Marie led a multi-pronged positioning campaign that included updated messaging, a corporate video, a new web landing page, social media targets, highlighted case studies, and editorial bylines. This campaign successfully showcased Keysight’s differentiation and performance in proprietary semiconductor ASIC and MMIC technologies.
- Record Breaking Nokia Partnership
Marie played an integral role in bringing awareness to the partnership between Nokia and Keysight. With her guidance, Keysight was able to garner attention around the two companies pushing the boundaries of engineering and setting a new data transmission speed record. Video generated 90K+ global views.
- Keysight Innovation Challenge
Over 50 teams entered the competition to help address climate change and win prizes for themselves and their university. The contest garnered significant media coverage in many top-tier publications, including Bloomberg, and Marie wrote an article for Fast Company to inspire other companies to hold similar competitions that encourage and develop engineering talent for the future.
- You have the option to answer this final question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 59 words used.
Marie Hattar’s Forbes Communication Council Profile:https://www.forbes.com/sites/forbescommunicationscouncil/people/mariehattar/?sh=1a289f56768c
Marie Hattar’s Fast Company Executive Board Profile
https://board.fastcompany.com/profile/Marie-Hattar-SVP-CMO-Keysight-Technologies-Inc/446be800-c6ce-474c-895f-944cd112ea98
Marie’s article on Keysight Innovation Challenge:
https://www.fastcompany.com/90837816/learning-by-doing-is-key-to-stem-education
Marie Hattar’s Security Week Profile:
https://www.securityweek.com/contributors/marie-hattar/
Keysight Custom Semiconductor High Impact Video:
https://www.keysight.com/us/en/cmp/2022/custom-semiconductor.html
Nokia Partnership
https://www.keysight.com/us/en/about/newsroom/news-releases/2022/1109-nr22112-keysight--nokia-bell-labs-collaborate-to-accelerate.html
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