1. SUSAN I. FRIEDMAN 1
SUSAN I. FRIEDMAN
Denver, CO 720.837.9500 mssusanfriedman@gmail.com
EXECUTIVE PROFILE
 Over 20 years of customer-facing application and senior leadership experience building global teams and sales channels
and solidifying profitable C-level relationships, meeting and exceeding development deadlines, targeting new markets,
growing technology businesses, and managing software operations.
 Areas of ability and oversight include multi-million dollar P&Ls, meeting financial objectives in both expenses and
productivity, hierarchical management of global teams, board of director contributions, international operations,
product management and marketing, strategic relations, customer satisfaction improvement, sales analysis, professional
services, pre-sales technical support, and implementation in multiple companies across various industries, including oil
and gas and publishing.
 Achieves productivity by building projects around motivated individuals, giving them the environment and support
they need, and trusting them to get the job done. Drives self and staff hard, but manages with honesty and respect at all
times while building an unparalleled staff loyalty that delivers results.
 Excels at making product divisions more client-focused and accountable, articulating corporate vision, and
reengineering processes to become more responsive and scalable. Successfully merges disparate acquisition cultures,
strategically funneling activities to save costs.
 Proven experience creating successful DevOps-focused product lines, intersecting software development, technology
operations, and quality assurance.
PROFESSIONAL EXPERIENCE
2010–Present AYAWORKS, LLC Denver/Tulsa
AyaWorks®
(www.ayaworks.com) is a leading provider of compliance management solutions and services for oil and gas and utility
companies. AyaWorks software solutions and consulting services offer a unique opportunity to ensure consumer safety while reducing the
burden of regulatory compliance.
Chief Operating Officer
Co-founder and COO of a software startup targeted at helping Operations and Compliance teams in the oil and gas
industry manage various complex field data capture compliance inspection workflows and quality assurance and control
efforts using spatially-enabled Web, asset management/database, and GPS-enabled mobile software tools. The software is
cloud-based. Responsible for the overall day-to-day operation of AyaWorks, including business development, customer
implementation and support, professional services, product management, marketing, financial management, and HR. Part
of the principal team that provides the leadership necessary to grow AyaWorks into a highly profitable software company
with a core staff of seven, and ensures that the company continues to be profitable every year since its inception in 2011 —
without any outside investment (fully bootstrapped).
 Oversee product management, QA/QC, and delivery to ensure the on-time release of seven new software-as-a-
service products, including Leak Survey Compliance Management, Compliance Management and Maintenance
Management, Well Site Management, Cathodic Protection Compliance Management, As-built Project
Management, ILI Workflow Management, Right-of-Way Workflow Management, and six integrated field data
capture GPS-enabled mobile applications.
 Responsible for recruitment and management of key strategic partners including McClure Management
Consultants (www.mcclureconsultants.com), which has worked closely with AyaWorks on its ONG enterprise
implementation; WillBros Group, Inc. (www.willbros.com), a $2 billion global pipeline engineering and services
company; and Google (www.google.com).
 Saved client 47% on their Transmission Survey budget. Client was walking transmission pipelines with any Class 3
segments every six months. By isolating Class 3 segments of pipe by quarter section and thus differentiating it from
pipe that could be walked every year, client was able to save 47% of its O&M costs.
 Responsible for project utilizing the AyaBiz solution to re-categorize 6 million feet of Special pipe not in business
districts on a quarter section basis, from a one-year frequency to a three-year frequency in a few days, saving the
client over $1million in O&M costs. Internal IT department had estimated the same project would take 6 to 8
months to complete.

2. SUSAN I. FRIEDMAN 2
 Responsible for project which saved client over $1 million in O&M costs by leveling survey footage within
compliance parameters through identification of spikes in survey footage distribution.
 Work closely with leak survey management staff members who are highly technology adverse, increasing their
comfort level and reliance on our software solution to manage their compliance-based survey work. Reduced
NOPVs by 75% and audit prep time by 80%.
2008–2010 VERTIS COMMUNICATIONS INC. Boulder, Colorado
With more than 100 locations nationwide, Vertis Communications (www.vertisinc.com) offers world-class consulting, creative, research,
direct, media, technology, commercial print and production services to Fortune 500 companies.
Vice President of Software Development
Managed operations for team of fifty with five product lines worth over $8 million in revenues and an EBITDA of over $1
million for 2009. Team included software and professional services engineers, IT and database professionals, quality
assurance engineers, and technical documentation writers. Responsible for P&L over product lines that included retail
production automation for online and print advertising, digital asset and content management and product information
management, creative project management, targeted e-marketing, and dynamic publishing solutions.
 Managed product roadmap processes, translated and balanced business needs, customer needs, and technological
capabilities into maintenance, enhancements, implementation of new deployments and upgrades.
 Tracked and monitored product development to deadline. Communicated product status, business case justifications,
key issues and solutions to upper management. Analyzed business opportunities for best use of resources and ROI.
 Led the Vertis and American Color Graphics technology merger team. Tracked, managed and monitored cross-
functional team responsible for integrating and rationalizing forty products down to four key solution suites; also
handled staff synergies.
Dave Hix, Product Specialist at Quad/Graphics, worked indirectly for Susan at Vertis Communications Inc.:
“Susan is a focused professional with tremendous drive for excellence. Her ability to multitask and motivate staff members
would make her a valuable asset to any organization. I'm a better person for having worked side-by-side with Susan through
some very challenging times.” July 14, 2010
2007–2008 INFOPRINT SOLUTIONS COMPANY Boulder, Colorado
InfoPrint Solutions Company (rpp.ricoh-usa.com) is a leading global provider of output and print solutions for business customers from
small business to large enterprises.
Print-On-Demand Offering Manager
Developed print-on-demand (POD) market for InfoPrint, including responsibility for the following activities: evangelizing
POD internally; creating business cases for POD offerings; prioritizing product investments; working with development on
POD requirements; identifying market research and analysis needs; driving marketing programs; identifying, recruiting, and
finalizing third-party hardware and software vendor relationships to build joint offerings; defining technical and sales
educational requirements; providing sales support; and driving sales programs for digital roll-fed and cutsheet POD
production marketplace based on global customer requirements.
Sandra Zoratti, Chief Marketing Officer (CMO), Dispersive Technologies, Inc. | Author | Speaker | Technology Marketing Executive;
managed Susan at InfoPrint Solutions Company:
“Susie is an exceptional talent mixed together with high ethics and a ‘get-things-done’ approach. She is highly intelligent and
resourceful and had a significantly positive impact on our company culture and future direction. I would personally give
Susie a ‘high recommend’.” October 12, 2008
2006–2007 VERTIS COMMUNICATIONS INC. Boulder, Colorado
Director Technology Strategy and Planning, IT
Developed and managed technology-based strategic planning, product management, technology platform analysis, process
improvements, business development, tactical plans and implementation of print and e-marketing on-demand initiatives to
drive new business for Vertis Communications, a $1.5 billion print advertising and digital marketing services company.
 Spearheaded and created print-on-demand and e-marketing strategy.
 Implemented new print-on-demand and e-marketing platform that was profitable within 3 months. Led cross-functional
teams including print production and fulfillment operations, sales teams, and C-level executives to develop and launch

3. SUSAN I. FRIEDMAN 3
programs. Resulted in pilot year revenue of approximately $1,000,000 with second year potential of approximately $3
million in revenue.
 Created and managed print-on-demand and e-marketing business initiatives including: developing business
plans/strategy, all phases of sales, marketing, response for proposal management, financial budgeting, pricing,
procedures, product/project management, professional services, and meeting with end users. These initiatives resulted
in a multi-million dollar revenue stream from sales of software licenses and professional services.
1992–2006 QUARK INC. Denver, Colorado
Quark Inc. (www.quark.com) is an industry-leading software company providing design, production, and collaboration solutions.
Roles held at Quark: Reporting directly to the CEO, participated in hands-on operation of the company from 1992 to
2006. Also managed a retail catalog start-up (from the ground up), HR, Legal, and Customer Call/Production center during
tenure at Quark.
 6/2006–6/2008 — Consultant, Dynamic Publishing, Quark Board of Directors
 8/2005–6/2006 — Sr. Vice President, Strategic Relations and Business Development
 6/2003–8/2005 — Vice President Marketing and Communications
 4/1992–6/ 2003 — Vice President Product Management, Director Product Management, and Sr. Product Manager
MARKETING AND COMMUNICATIONS — Recruited and managed global marketing team. Responsibilities included: creative
services, press relations, analyst relations, brand management, global direct marketing, and product marketing.
 Led team focused on complete redesign of brand and messaging platform with Young & Rubicam. Customer surveys
demonstrated improvements in customer understanding, appreciation, and anticipation of QuarkXPress 7 in direct
correlation to rebranding effort.
 Established inaugural relationships with top PR/AR and creative agencies. Launched first analyst tour and “New Face
of Quark” global print media campaign.
 Established regional marketing centers in the UK, France, and Germany. Increased positive press coverage in three
languages (English, French, and German) by 200% in six months.
 Developed, trained, and managed creative services center in India, employing a staff of seventy. Responsibilities
included: design, production, documentation, and localization services.
 Improved customer communication through establishment of key customer events, road shows, and regular customer
newsletters. Increased trade show participation by over 500%.
Cyndie Shaffstall, marketing professional, reported to Susan at Quark Inc.:
“Susie combines the qualities of leadership, international experience, product management and marketing expertise,
business development skills, and software operational excellence with creativity and business acumen into one package. Susie
has great energy and is exceptional at problem solving and inspiring those working with her, by example. She believes that
that key to productivity is to build projects around motivated individuals, give them the environment and support they
need, and trust them to get the job done. She drives herself and others hard, but manages with honesty and respect at all
times while building an unparalleled staff loyalty that delivers results. She is caring, strong, articulate and entrepreneurial. It
is with great confidence that I recommend Susie.” August 17, 2010
DIRECT MARKETING AND DEMAND GENERATION — Developed and maintained consistently profitable global direct
marketing programs (e-mail and direct mail campaigns in 8 languages, including Japanese).
 Responsible for the “New Face of Quark” campaign which was the most successful campaign in the company’s history
with a profit of over $5 million.
 Transformed higher education program. In the first six months, sold 400% more educational units than in the previous
three years. Set up first ever distribution relationship for education market with Douglas Stewart, supplier to thousands
of academic resellers in the U.S. and Europe.
STRATEGIC RELATIONS AND BUSINESS DEVELOPMENT — Led worldwide business development and strategic relations
activities, including: sales and marketing channels (distributors, resellers, VARs, system integrators, and OEM), technical
and strategic (ISVs, hardware manufacturers, commercial printers, service bureaus, training centers, colleges and
universities, and associations), and strategic customer relationships.
 Recruited, negotiated, and managed technical, strategic, and marketing and sales relationships with industry leaders

4. SUSAN I. FRIEDMAN 4
resulting in global joint sales efforts, cooperative programs, technology swaps, and joint marketing opportunities,
including: Time Inc., McGraw-Hill, Gannett, Forbes, Pearson Publishing, National Geographic, Apple, HP, Microsoft,
Oracle, Sun, and Dell.
 Led turnaround of the company’s global strategic partnership program, called Quark Alliance, in preparation for the
release of QuarkXPress 7. Increased active memberships by 250% from 2004 rates.
 Transformed global channel QuarkXPress distributor relationships from antagonistic to collaborative in less than six
months, resulting in measurable sales increase, revenue predictability, and reputation improvement.
 Negotiated first exclusive, multi-million-dollar OEM strategic relationship focused on variable data dynamic publishing
and compliance with financial services software developer, Desknet.
 Negotiated and managed first exclusive, multi-million-dollar relationship with Korean distributor.
 Facilitated and managed $6 million acquisition of A Lowly Apprentice Production Inc. and their imaging, imposition,
and productivity software tools for the graphic design industry. Acquisition designed to implement key color imaging
functionality in 18 months instead of the six years estimated.
 Managed key strategic alliance with HP for driving digital print and variable printing workflows. Facilitated exclusive
coverage of Quark Dynamic Document Server by Bill McGlynn, VP Digital Publishing Initiative, at DRUPA keynote,
May 2004. Led to increase in PR coverage in internationally recognized media.
 Orchestrated exclusive coverage of QuarkXPress 7 by Steve Jobs at his MacIntel MacWorld Keynote, January 10, 2006.
Led to increase in PR coverage in nationally recognized media.
PRODUCT MARKETING AND MANAGEMENT — Managed and led product management and product marketing activities for
both desktop and enterprise solutions, including development and introduction of several 1.0 products.
 Launched Quark Publishing System, an editorial workflow system targeted at magazines and newspapers. Managed
product line to profitability in two years to $24 million in five years. Set up global channel consisting of over 100 system
integrators (SI) and developers. SI channel was responsible for 85% of revenues. Sold more editorial systems (500+)
than any solution of its kind. Product consistently released on schedule. Responsible for business unit P&L including
R&D, QA, technical support, customer service, professional services, documentation, localization and training.
Tom Arnold, Director, Meaningful Use at Medsphere Systems Corporation, worked directly with Susan at Quark Inc.:
“Susie worked as Product Manager while I was in engineering during the development and launch of the Quark Publishing
System. Susie's skill in gathering and evaluating data from many sources, her collaborative nature, her persistence and
excellent execution of strategy were crucial to the product's success.” June 28, 2006
 Product management experience including market analysis, business case and profit and loss investigation, customer
and market research, writing requirements documents, working with engineering to finalize functional specifications,
competitive analysis for use internally, analysis of technology trends, running alpha/beta programs and capturing early
customer feedback, making feature schedule and cost tradeoffs for on-time releases.
 Product marketing experience including product launch plans, product messaging (positioning, features and benefits,
unique selling proposition), product roadmaps; developing sales tools, white papers, presentations, collateral,
competitive analysis for external use; running product launches, PR, product review programs, product pricing, beta
programs and customer success stories; working with sales channel marketing, marketing communications, technical
support, finance, and operations to ensure products were effectively introduced and continued to be successful.
Douglas Liles, Project Manager at NetSuite, worked indirectly for Susan at Quark Inc.:
“Susie has a wonderful ‘get it done’ attitude while driving positive contribution. She is decisive and inquisitive in her
leadership. She made work fun and set a positive tone that makes one believe in the future.” June 7, 2007
1986–1992 NATIONAL GEOGRAPHIC SOCIETY Washington, D.C.
Leading non-profit publisher (www.nationalgeographic.com) of National Geographic Magazine, Traveler, various books, and NGS TV as
well as the funding of geographic and scientific research and explorations.
Roles held at National Geographic Society:
 Publishing Systems Manager, Information Technology Department, 1989–1992
 Staff Cartographer, Traveler magazine, 1987–1989
 Intern Cartographer, National Geographic Magazine, 1986–1987

5. SUSAN I. FRIEDMAN 5
EDUCATION
1987 — MA, Geographic Information Systems/Cartography/Geography, University of California, Los Angeles
1981 — BA, Geography/ Geographic Information Systems, University of California, Santa Barbara
2010 — Six Sigma Yellow Belt certified
2008 — Attended Law School at DU
PUBLICATION
“Marketing Today — An Insider’s View,” Hewlett-Packard sponsored pamphlet titled, “The Reality of Real-time Targeted
Marketing;” Kamar Aulakh, President, Quark Inc., and Susan Friedman, Sr. VP, Marketing Quark Inc., 2004.