60-Second Interview: Steve Green

Q: What is your new position, and what does it entail?
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Steve Green
THAT Corporation

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Q: What is your new position, and what does it entail?

A: Over the past 20 years, audio systems and engineering programs have made a dramatic transition into the digital realm. However, analog continues to exist at the boundaries of the digital world and plays a critical role in the overall performance of the system. THAT Corporation recognizes this situation and is committed to being the premier source for analog and digitally controlled analog functions and technical support for professional audio. We’ve created my position of technical marketing manager to achieve these goals, with an increased market presence with applications notes, articles, design notes and presentations. In addition, I plan to leverage my experience with mixed-signal audio products into new digitally controlled analog functions and products.

Q: How has your background prepared you for your new role?

A: I spent the early years of my career designing and manufacturing analog equipment for the professional audio market; I really enjoyed it and learned a lot. I’ve spent the last 20 years working with a couple of IC manufacturers focused on analog and mixed-signal products for both the professional and consumer audio markets. My tenure with these companies has included applications engineering, applications management and technical marketing—essentially having one foot in the technical side of the business and the other in sales/marketing. It has been a good fit for me personally, a challenge professionally and a lot of fun. I’m pleased to be able to continue with this diverse and varied role.

Q: What new marketing initiatives are we likely to see from the company?

A: One initiative has been an increased presence with educational materials at industry functions and trade shows. We sponsored the Audio Design Track at the AES Convention in San Francisco last fall and contributed a tutorial on Designing Microphone Preamplifiers. We are also planning to present at the U.K. AES Conference later this summer.

Q: What are your short- and long-term goals?

A: The short-term goal is to continue to learn about the classic analog signal functions and products THAT Corporation is known for. My longerterm goals are to help the company gain and maintain its position as the industry leader for digitally controlled analog products and design support.

Q: What is the greatest challenge that you face?

A: Transitioning from a large public company to a small privately owned company, with passionate owners, has its challenges and benefits. The biggest challenge I believe is to integrate the lessons learned from the larger organization without losing the passion and flexibility of the smaller one.