MICAELA WHALEN | PRODUCT MARKETING & PARTNERSHIPS
June 2024
LinkedIn Live: Unleashing Limitless AI Possibilities with FPGAs
Project type: Pre-recorded panel interview
My role: Vertical market contributor
Top skill employed: Restorative
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Altera, an Intel company, hosted its first-ever LinkedIn Live event in which industry leaders discussed the future of AI. The CEO of Positron.ai, Thomas Sohmers, was a featured panelist. I got to invite Positron to participate in the event and helped with the script.
August 2021
Xilinx and Motovis Introduce Complete Hardware and Software Solution to Further Automotive Forward Camera Innovation
Project type: Press release
My role: Vertical market project manager
Top skill employed: Harmony
This release was really a game-changer for Xilinx. Traditionally in the automotive market, the company solely sells hardware chips to its customers. This collaboration with Motovis marks a new path to offer a joint solution that pairs Xilinx hardware with Motovis' CNN IP specifically targeted for forward camera ADAS.
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I got to do a little bit of everything on this project: wrote the first draft of the press release, managed the creative direction of the graphics (including the animation video), developed the messaging and promo on social media...
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January 2021
Real-time Multi-class 3D Object Detection
Project type: Promotional video
My role: Vertical market project manager
Top skill employed: Restorative
Well... here's what my voice sounds like! It was fun co-authoring the script, creating the storyboard, picking out the music, and recording the voiceover for this project.
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September 2020
Xilinx and Continental Collaborate to Create Auto Industry’s First Production-Ready 4D Imaging Radar for Autonomous Driving
Project type: Press release
My role: Project manager, content creator
Top skill employed: Restorative
Another terrific project for me and my professional development in 2020! I did a little bit of everything on this project: Drafted the press release, collaborated with the creative teams on the animation video, developed the messaging on social media, and assisted with the creative direction of the graphics.
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August 2020
Subaru Selects Xilinx to Power New-Generation EyeSight System
Project type: Press release
My role: Vertical market project manager
Top skill employed: Harmony
What an exhilarating project for me... and a huge win for the company! Throughout the project – which was a huge leap in my professional development – I drafted the press release, wrote the script for the video, developed the messaging for social media posts, and assisted with the creative direction of the graphics.
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January 2020
In the Driver’s Seat: Zynq UltraScale+ MPSoC Powers Innovations for ADAS and Autonomous Vehicles at CES 2020
Project type: Blog, in-person conference
My role: Project manager
Top skill employed: Harmony
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Being in Las Vegas for the Consumer Electronics Show (CES) in January 2020 was an absolute thrill – it was my first time managing the company's presence at one of the world's largest conferences, in which we hosted multiple partner/customer technologies in our private demo suite. I also drafted a wrap-up blog after the show highlighting the usage of Xilinx technology within customer/partner booths​, as well as shot a video in Ouster's booth!
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PROJECTS
BUSINESS DEVELOPMENT
September 2024
Altera Innovators Day
Project type: In-person conference
My role: Vertical market contributor
Top skill employed: Harmony
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Altera Innovators Day is Intel's annual flagship FPGA technology conference. At the 34:41 mark in the keynote video, our customer Positron.ai introduces their demo on the show floor – a chatbot application running Llama2 70-B. My role was serving as project manager for Positron.ai's participation in the event – not only the demo, but also a dedicated talk track. Read more about the event here.
February 2024
Intel FPGA Vision Webcast: Leap Into the Future
Project type: Pre-recorded webcast
My role: Vertical market contributor
Top skill employed: Adaptability
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After Intel announced its intent to operate its Programmable Solutions Group (PSG) as a standalone business – Altera, an Intel company, was announced in the Intel® FPGA Vision Webcast. This was the first instance in which we publicly announced our collaboration with Positron.ai, an LLM inference server appliance manufacturer. I had the pleasure of inviting Positron.ai to be mentioned in Sandra Rivera's remarks.
PRODUCT MARKETING
September 2021
Xilinx Adapt
Project type: Digital conference
My role: Vertical market project manager
Top skill employed: Harmony
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The first Xilinx Adapt series was such a success that the corporate marketing team decided to launch a follow-on event about 8 months later. I played an almost identical role to the first series – managing and coordinating the guest speakers' participation as well as that of Xilinx participants – except this time I actually kicked off the entire event as the emcee!
June 2021
Xilinx Solutions Supply Key Components to Velodyne’s Breakthrough Lidar Solutions
Project type: Blog
My role: Vertical market contributor
Top skill employed: Adaptability
Customer testimonials via blogs, press releases, and case studies are some of the best endorsements a business could ask for. Our team worked with Velodyne for quite some time and it's very rewarding to witness a customer relationship progress from something solely transactional to more strategic for both sides. I was been a part of the journey and building the relationship for over 2 years.
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January 2021
Xilinx Adapt
Project type: Digital conference
My role: Vertical market project manager
Top skill employed: Harmony
Virtual events are commonplace nowadays. This was the first all-online event for Xilinx that I've participated in – managing and coordinating the guest speakers' participation as well as that of Xilinx participants. I also had my own wrap-up slot!​
September 2020
Xilinx Automotive website overhaul
Project type: Website redesign
My role: Project manager, content creator
Top skill employed: Restorative
A big focus for the Xilinx Automotive team in 2020 was up-leveling the visibility of the company's brand in the industry. A complete website overhaul was an essential part of that. I managed the project by developing the messaging and content alongside the SMEs on my team.
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Three main areas we focused on when updating the site:
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Site mechanics – the pages now contain sections for clear delineation of content while also tying each page together in the same style through an updated slab layout
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Refreshed language and content – drives each point home in a concise and succinct message
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Refined visuals – images and videos bring a new aesthetic appeal
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July 2020
Xilinx Partners with Ouster to Power Breakthrough Digital Lidar
Project type: Blog
My role: Co-author
Top skill employed: Harmony
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This was my first professional blog I've "authored" on behalf of Xilinx. It's definitely a creative challenge to balance the heavy technical-focus with palatable examples of how Xilinx technology is applied in examples that can be understood by non-engineers.
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November 2019
Xilinx Developer Forum (XDF) 2019 Europe
Project type: In-person conference
My role: Vertical market contributor
Top skill employed: Restorative
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Flashback to my first product launch at Xilinx! At the time, we had the world’s highest performance silicon hardware devices for
ADAS and AD applications – and our annual developer forum was the perfect place for our CEO to announce this achievement! I drafted the press release along with my teammates, as well as assisted with creative direction for the graphics and copy that our CEO, Victor Peng, presented on stage in front of hundreds of folks!
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SPORTS MARKETING
June 2021
Fundamentals of Global Sports Management Course – NYU
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My favorite assignment from the online course was to create marketing activation for the Barclays Center. The goal was to learn how to market a brand in an arena setting through writing a pitch that describes the marketing strategy, finding images that depict the look at feel of the activation, describing the technology used, and specifying how success will be measured.
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The assignment
Create a poster with images and text for the activation you conceptualize. Write a pitch that describes your marketing strategy, and find images representing the theme of the idea. Try to find images that depict the look and feel of the activation you are pitching, and if you can’t find any, try making your own. Describe the technology that will be used and be sure to specify how you will measure the success of the activation (ie. ticket scans, ad impressions, website views, emails gathered, social shares, the number of mobile phones that scan a code, or even connections to RFID beacons). Summarize your ideas and make it look super compelling and visual to impress your client.
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