Meet the VP of Product Management

Artel’s Rafael Fonseca explains how he enjoys helping customers with issues that “keep them up at night”, and why he thinks there’s no better way to learn than by doing

Posted: August 2, 2022 ⋅ Updated: August 3, 2022

Rafael Fonseca, Vice President of Product Management, Artel
Tell us about a typical day in your role

I wear many hats at Artel (developer of broadcast critical solutions) and the main areas of interest are product management, marketing and business/commercial strategy. As such, one of the things I like about my job is that not every day is average or the same, but in general I tend to divide my day between these three activities. As part of product management, I might consider managing features and functionality of existing products or thinking of new products for our existing lines. This sometimes involves speaking with customers, partners or potential customers to get an idea of ​​the challenges they are facing so that we can respond with solutions to address those challenges. It could also involve developing a business case to justify investing company resources in developing these solutions.

Then I could work on a wide range of activities that encompass marketing. This can be identifying/developing/capturing user stories to share with the wider industry, promoting a specific solution and how it helped users solve their problems, or engaging with the industry through all sorts of marketing vehicles – our website, through press interviews, social media or webinars.

Finally, I would spend time writing down methods and strategies to help our salespeople be more effective in helping their customers with the issues that “Keep them up at night!”

How did you start in the media industry?

I come from a networking background, particularly optical and data/IP networking. This journey exposed me to several transformations towards IP in different industries, all real-time communication industries, which finally allowed me to land in broadcast at the beginning of their transformation towards IP. I consider myself an “eternal/perpetual student”, so getting into broadcasting has given me the opportunity to learn, broaden my perspective and be exposed to the magic that happens behind the scenes and that we let’s enjoy at home!

What training did you have before entering the industry?

I have a formal background in telecommunications with degrees and certifications in business management, but have taken advantage of industry courses provided by SCTE and SMPTE among other organizations like IABM and industry alliances like AIMS.

Why do you like working in the industry?

I love that the “end” products produced by the industry are very tangible to the general public and help to entertain, educate and inspire.

What advice would you give to someone looking to explore a role similar to yours?

Be exposed as much as possible to aspects of the business environment, from development, manufacturing and business strategy to sales and marketing. Take advantage of the myriad of online tutorials that exist for free, and do it. There is no better way to learn than by doing.