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ADVA Exec Shakeup Continues

ADVA Optical Networking continues to reshape its management team, announcing today its fourth major executive appointment of the year.

The company announced today that it has brought former Cisco Systems Inc. (Nasdaq: CSCO) exec Ron Martin on board as its chief marketing and strategy officer (CMSO) and president of North American operations. (See Adva Appoints CMSO.)

The move marks the third senior executive hire in the past three months, and the fourth of the year. Martin joins Jaswir Singh (CFO), Christian Unterberger (chief sales officer), and Dr. Christoph Glingener (CTO) as new members of ADVA's executive management team. (See ADVA Names CFO and ADVA Appoints Sales Chief.)

With so much turnover in the senior ranks, the executive management team is now largely made up of new hires. Only CEO Brian Protiva and COO Jurgen Hansjosten were on board at this time last year.

Martin comes from Cisco, where he spent five years in various roles, including VP and general manager of the company's worldwide optical business and service provider development. Prior to Cisco, he worked at Fujitsu Network Communications Inc. , where he last served as executive vice president and COO.

In 2003, Martin was named one of Light Reading's "Movers and Shakers," after he was lured away from Fujitsu by Cisco in order to help revitalize its optical business. Since then, however, he has largely stayed under the radar. (See Top Ten Movers and Shakers in Telecom and Fujitsu's Martin Joins Cisco.)

Martin replaces ADVA's former CMSO and North American president, Brian McCann. McCann will remain with the company and serve as senior vice president of corporate marketing and strategy, which is a newly created position.

— Ryan Lawler, Reporter, Light Reading

lambdadude 12/5/2012 | 2:58:54 PM
re: ADVA Exec Shakeup Continues Changes at Executive level are clear signs of trouble, not to mention being done four times in a year. I wonder how many people have defected, underneath the executive level??

Where is the ship's steering wheel?
bollocks187 12/5/2012 | 2:58:54 PM
re: ADVA Exec Shakeup Continues LR you say he is a mover and shaker - perhaps a milkshake. What has he done in the industry ?
Ryan Lawler 12/5/2012 | 2:58:53 PM
re: ADVA Exec Shakeup Continues LR you say he is a mover and shaker - perhaps a milkshake. What has he done in the industry ?

Well, he was a mover and shaker -- five years ago.

While at Fujitsu, he was credited with helping the company secure a market leadership position in the Sonet transport equipment space.

But then he disappeared into the abyss of Cisco's optical business, never to be heard from again.

A spokesperson at ADVA told me that he was looking to play a larger role in a smaller company, where he could make a bigger difference.

Changes at Executive level are clear signs of trouble, not to mention being done four times in a year. I wonder how many people have defected, underneath the executive level??

Where is the ship's steering wheel?


ADVA's business has been pretty solid over the past year, although the company did lower guidance for the fourth quarter. I'm talking with the CEO tomorrow, so hopefully I'll get some insight into what's going on with the new management.
Ryan Lawler 12/5/2012 | 2:58:53 PM
re: ADVA Exec Shakeup Continues LR you say he is a mover and shaker - perhaps a milkshake. What has he done in the industry ?

Well, he was a mover and shaker -- five years ago.

While at Fujitsu, he was credited with helping the company secure a market leadership position in the Sonet transport equipment space.

But then he disappeared into the abyss of Cisco's optical business, never to be heard from again.

A spokesperson at ADVA told me that he was looking to play a larger role in a smaller company, where he could make a bigger difference.

Changes at Executive level are clear signs of trouble, not to mention being done four times in a year. I wonder how many people have defected, underneath the executive level??

Where is the ship's steering wheel?


ADVA's business has been pretty solid over the past year, although the company did lower guidance for the fourth quarter. I'm talking with the CEO tomorrow, so hopefully I'll get some insight into what's going on with the new management.
bollocks187 12/5/2012 | 2:58:50 PM
re: ADVA Exec Shakeup Continues I think you are overstating his influence or any other exec for that matter.

Fuj. did well because with RBOCS because they had very good products in SONET. Cisco did not do well because they do not have as good a product as Fuj.

The influence of execs on large carriers is overstated by the "ignorant". The RBOC has a strict selection process which negates influence from higher management. The 'inmates' run the jail not the 'guards' - LOL

This does not mean Ron will not make a success of ADVA - it is good to see a carrier guy get out of the enterprise CISCO BS.



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