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Cheryl Goodman

Qualcomm exec navigates publishing industry into digital age

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Cheryl Goodman has tried many media-related jobs on for size over the lifespan of her career, including a reporter and public relations agent at a startup, before she landed at wireless giant Qualcomm Inc. (Nasdaq: QCOM).

Her experience in broadcast journalism included technology web reporter for ABC affiliate KGTV, and web reporter for CBS affiliate KFMB. She also served as director of public relations and marketing for startup Lindows.com, creator of a Linux-based operating system. She also led public relations efforts at MP3.com.

That experience in journalism and public relations prepared her for multiple roles at Qualcomm, which has included forging connections in the publishing industry and facilitating their engagement in the wireless ecosystem.

She’s currently the senior director of business development, global market development, at Qualcomm. The GMD organization was formed more than a year ago to commercialize new business opportunities that reside outside of an existing Qualcomm business unit.

Her daily tasks include exploring, enabling and accelerating new markets for Qualcomm products and technologies. She also works with publishers on digital strategies.

“Qualcomm leads in technology and creates technology leaders,” Goodman said. “It means a great deal to me that I’ve been afforded the opportunity to embrace new technologies and enabled to lead.”

The San Diego State University graduate received a bachelor’s in political science and TV, new media and film.

As senior director of marketing and publisher relations, one of her top duties was to secure content for Qualcomm MEMS Technologies Inc. (QMT) mirasol display-enabled e-readers.

By mimicking nature’s processes and structures — a field of study called biomimicry — Qualcomm engineers developed the nature-inspired mirasol display, which is based on a reflective technology called IMOD (Interferometric Modulation). Humans view the world by sensing the light reflecting from various surfaces. As a result, a reflected image, from paper for instance, is more appealing and easier to view for the human eye, compared to a backlit image.

“Biomimicry is a field we’re passionate about and one we work with business, government and educational organizations to promote,” Goodman wrote in an internal blog last year.

She worked closely with the Zoological Society of San Diego (ZSSD) to present the 2011 Biomimicry Conference, which offers business leaders and innovators a chance to learn firsthand how biomimicry can transform industries.

She has also overseen global marketing efforts for QMT, providing strategic insight to product development and product launches.

Prior to joining QMT, she managed the industry analyst relations program and public relations efforts for Qualcomm’s FLO TV and FLO Technologies divisions.

She’s a strong mouthpiece for Qualcomm, speaking at various industry events like the Digital Publishing and Advertising Conference and M-Publishing. She delivered the keynote address at O’Reilly Tools of Change for Publishing 2011.

Another cap she has worn is overseeing QMT’s awards program, which includes honors such as the Wall Street Journal Innovation Award, PC Magazine Technical Excellence Award and CES Innovation Awards.

She herself was named the 2010 Marketing/Marcomm Leader of the Year by PRNews.

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