Bryan Madden, Global Head of Marketing
Following the largest ever semiconductor acquisition at $49 billion of Xilinx by AMD, Bryan joined AMD to head up marketing for the newly formed Adaptive and Embedded Computing Group. Bryan recently assumed corporate responsibility for the marketing of AMD’s AI business.
Prior to this, Bryan led Business and Technology Marketing at Micron, Datacenter Industry and Leadership Marketing at Intel whilst previously heading up business unit marketing for the Network and Edge Group at that same company
Based in Ireland with a massive love of technology, especially adaptive computing and AI, Bryan has also held board positions and marketing chair roles for The Linux Foundation Networking (LFN), OPNFV and The Academy of Motion Pictures Software Foundation (ASWF).
What do you like about your current role?
I am privileged to have such a wonderful role. AMD is the market leader in high-performance and adaptive computing. In mid-2022, I joined the company to lead marketing for the adaptive computing portion of the business, and I now also lead marketing for our AI business. It’s been an amazing journey so far! I’m a right-brained marketer working with some of the most talented engineers and innovators who build products that make a huge difference in the world.
I think there is a lovely synergy to that, and I get to help tell their stories. We build solutions that solve some of the world’s most important challenges. We work in areas such as science and healthcare, where our products power some of the world’s most critical solutions, from research to diagnostic imaging to surgical robotics that help to save lives.
In cars, our technology is used to enhance driver safety as well as areas such as in-vehicle infotainment. We have market-leading PC, graphics and server products and broad industry leadership in adaptive computing. Every day, billions of people worldwide use our products without ever knowing it. This is cloud computing. Whether in collaborative spaces, participating in video conferencing, conducting internet searches, or simply staying connected through social media, there is probably an AMD processor in the cloud helping you! And it’s not just on our planet where we’re seeing the profound impact of our tech.
We work with space agencies, scientists and even astronauts to innovate beyond the boundaries of our planet. Our tech has been central to Mars missions such as Perseverance. The Mars Rover uses our technology! The technology is so cool. You can build a solution with one of our adaptive compute chips and then reprogram it on the fly for another use.
Take the Mars rover, for instance; our technology can be used for landing instrumentation and then reprogrammed remotely millions of miles away back on Earth to then be used to control Mars soil sampling. This adaptability is critical in space, as you don't know what is around the corner on a mission. These are all trips somewhat into the unknown.
The other area that I am excited to help AMD with is Artificial Intelligence or AI. AI is a once in a generational technology that can shape the world we live in for good. AI is used to help battle climate change. It’s used on factory floors to automate manufacturing. It’s used by farmers to maximize crop yield. It’s used in our mobile phones and assistants like Siri or Alexa to help us every day. It makes our cars safer – it’s just doing its job, working away in the background. Now with the emergence of Large Language Models or LLMs, Generative AI and functionality such as ChatGPT, we are seeing an acceleration of AI usage, new applications and services that will profoundly impact the world.
Our mission at AMD is to make AI pervasive from endpoints and devices right through to cloud computing and everything in between. It’s exciting to play my part in helping to build momentum in that market. What I have is, in fact, a marketing nirvana: amazing products and brilliant solutions proliferated across many industries that can be used for global good – a storyteller’s dream!
What are your favourite books?
This is such a difficult question to answer. There are loads of books that I could mention. For me, reading is a process of discovery. History books and biographies really hit me. Getting to understand people, getting an insight into them, trying to get under their skin and learning their life lessons. Often, you can find parallels in your own life or circumstances.
Three books that stick with me are:
1) The Alchemist – Paolo Coelho. This book is truly life-altering. When I first read it, I was at a crossroads in life. I was 32. I didn’t have a clue what to do with my life. It was frustrating. I read it again, then again. Every time, getting more and more out of it! It teaches you to follow your dreams, seek to understand, not be afraid of life or love, and focus on what really matters in life. Most importantly, it reminds you that your destiny is out there already. It is written. You just don’t know it yet. Maktub!
2) The Hard Thing About Hard Things – Ben Horowitz. Not the biggest fan of get-rich-quick books, self-help or books that give you the perfect formula for a successful professional career. I'm ok with living in an imperfect world! Build a life lesson. This book is an exception, though. It’s written by someone who failed fast and hard but bounced back. He learned hard lessons, how to build a good place to work, hire well and, of course, how to deal with many more hard times. You don’t need to be a CEO or a senior leader to gain insights from this book. It’s a book full of hard knocks and good practice principles.
3) Open – Andre Agassi. One of the most hard-hitting, dare I say it, anti-sport books of all time. I always admired Agassi as a tennis player. He was the ultimate rebel, always pushing the status quo and certainly unique. I related to him in my teens. If only I had become a fraction of the tennis player that he was! But it was only after reading his biography that I realized what life journey he had been on. He was hiding so much with his façade. At such a young age, he never stood a chance with so much talent. However, he also bounced back….From Vegas and drugs to finally settling down and many twists and turns along the way. It is a superb read from a deeply honest storyteller.
Who do you most admire and why?
Wow, we could be here for a very long time.
At work, I'm surrounded by people who have a passion for technology and marketing. I am full of admiration for my team, who put up with my creative quirks, which I have inherited from an extended family of artists, so I truly have massive admiration for anyone who pursues their art in whatever form that is. It’s a tough road to travel but so self-rewarding.
Three people spring to mind for me for vastly different reasons:
Cady Coleman is a former NASA astronaut and US Air Force colonel with more than 180 days in space. She was part of two space shuttle missions and led a six-month expedition to the International Space Station, where she served as the lead robotics and science officer. I have been lucky enough to get to know her recently. Having spent a number of months working with her on an appearance at an industry event early this year. Not only is she one of the brightest minds out there, but she is so kind and grounded. She also happens to have Irish heritage and even had an Irish postage stamp commissioned about her. Cady is a wonderful example to girls out there that there are no barriers to success and to literally reach for the stars.
My sister Sinéad – As I said, I come from a very creative family: artists, illustrators, graphic and brand designers. Sinéad is one of the most creative and talented individuals that I know across the board. She runs a very successful and award-winning brand and design studio in London. She is someone who has a passion for creativity, for telling a story through brand, has oodles of integrity and has never moved from her client-first principles. Sinéad is also courageous and has recently started a new business designing a family of unique personal light-catching occasional pieces.
Lastly is someone who has impressed me in many ways recently, Lionel Messi. Here is someone who many consider to be the best footballer of his generation, having won everything except the world cup. Coming to the end of his career with perhaps one last hurrah left, he approached every game as a final, holding back father time for just a little bit longer. He demonstrated incredible self-belief and ability to perform under pressure, scoring in every world cup match. He went about his business passionately but with a level of humility that is sometimes missing from top-level sports people. He also managed to lead not just a team but the nation of Argentina to the holy grail of the world cup. He united the country. He didn’t post a picture of himself eating here or there, his latest luxury car or a staged photo opportunity. He just got on with his job. Oh, he is also one of the highest-paid sportspeople and astute businessmen in the world, but sometimes you would not think it. Very clever!
What is the best advice you have ever received?
That is simple!
“Listen with big ears and a small mouth.”
I find it too easy to talk at times. I’m a storyteller and a fast talker and am probably infected with the Irish' Gift of the Gab'. So I have this quote from the Dali Lama stuck on my office wall 'When you talk, you are only repeating what you know, but if you listen, you may learn something new'.
It’s true that listening is an art form.
What motivates or inspires you?
My passions are Sports, Music, Singing and Sea-swimming (preferably not all at once). Where you live, as I do on the south coast of Ireland, the sea has to be a big part of your lifestyle. But not being a swimmer growing up, I had to teach myself. I never for once thought that I would be confident to go and swim in deep water that is cold, current-filled and has a life of its own. But gradually, I overcame that fear and swam through most of the year. It’s now how I recharge; it’s truly my brain fuel!
What motivates and inspires me is one and the same thing. It’s my family. It’s true that it’s a bit of a cliché. Everyone says that, right? But my family pick up on my good moods and my not-so-good moods. They tell me straight between the eyes what I need to hear. They are all talented, strong, funny and hardworking.
However (cliché #2 moment coming), there is one person who has been there through thick and thin with me and will be reading this cringing. That is my partner-in-crime, Annie, the CEO of our family, who has put up with the travel, late nights, deadlines, professional challenges and opportunities with grace, decorum, determination and lots of humour. She helps keep it all real.
What would you like to highlight and share with our audience?
As I reviewed my answers – I recognized a theme. Life is not one straight line; it’s a complex junction of decisions, challenges to overcome and lessons to learn. Some you get right, some not. But isn't that the fun of it?
There are ways where technology, connections, and sharing can help with some of those important aspects of human life, but mostly, I try to remember to follow my heart (and my gut), remain grounded, and, of course, have fun!