Any consulting group is only as good as its people. Time and again, the principals of Cambrix have demonstrated the skill, the expertise, the instincts, and the experience to help high technology companies grow and succeed.

Each of the principals brings unique skills and perspective to the Cambrix team. When they are working together, the result is a creative synergy that is singularly effective in solving business challenges.

Bruce Edwards    brucee@cambrix.com

Bruce is an industry veteran with more than 20 years experience in senior executive roles, from major companies to entrepreneurial start-ups. His results-oriented style and expertise in business planning, marketing, electronic / Web marketing, brand building, and sales have helped many organizations successfully achieve their goals.

As a co-founder of Cambrix, Bruce has worked with growth technology companies in a broad range of industries including wireless, handheld devices, Internet infrastructure, media, and software applications. Prior to Cambrix, Bruce served as President for the North American operations of Emblaze Systems, a leading supplier of solutions for streaming audio and video over telecom and IP networks. In this role, Bruce was responsible for all North American activities including operations, finance, sales, and marketing. Bruce in conjunction with the senior management team completed a public offering on the London Stock Exchange.

Prior to Emblaze Systems, Bruce was a co-founder of Cambrix Publishing, Inc., one of the largest CD-ROM reference publishers in North America. Cambrix has published and distributed over 100 software titles worldwide. Under his leadership, Cambrix developed customers such as IBM, Creative Labs, Canon, The Learning Company, Encore, and Quantex and created strategic alliances with Saban Entertainment, Fox and Metrolight Studios. Cambrix's award winning software was sold through distributors Tech Data, Ingram Micro and Merisel, retailers such as Best Buy, Comp USA, Frys and Target, and e-commerce sites such as Amazon.com, Cyberian Outpost and Digital River.

Previously, he headed Packard Bell Computer's direct sales division, Allur Technology, where he served as President. Bruce led Allur Technology in its start up phase and was directly responsible for its entire operation and sales and marketing strategies. Allur marketed computer systems nationwide direct to Fortune 500 companies, government and educational agencies, and end-users.

Before Allur, Bruce held various senior management positions at Cal-Abco, an electronics distributor, where he managed all product marketing, product management and inside sales. He established strategic relationships with leading companies including Seagate, Conner, NEC, and Panasonic. He was directly responsible for sales of over $100 million. In 1985, Bruce was on the twelve-member team that launched Packard Bell computer products into the distribution channel.

Mr. Edwards holds a Bachelor of Arts degree from UCLA. He is recognized as an industry expert and has spoken at many industry events including Comdex.

Lydia Edwards    lydia@cambrix.com

Lydia brings more 20 years of executive management experience to the benefit of Cambrix clients. Her areas of expertise include strategic alliances, business development, channel building, and sales. Her dynamic sales abilities and leadership skills have been the driving force behind several successful companies.

As a co-founder of Cambrix, Lydia has worked with growth technology companies in a broad range of industries including wireless, handheld devices, Internet infrastructure, media, and software applications. Prior to Cambrix, Lydia served as Executive Vice President of Sales for Emblaze Systems, a leading supplier of solutions for streaming audio and video over telecom and IP networks. Lydia was responsible for Emblaze' sales and business development activities and in conjunction with the senior management team completed a public offering on the London Stock Exchange.

Prior to Emblaze Systems, Ms. Edwards was a founding member and Executive Vice President of Reveal Computer Products, Inc., a Packard Bell affiliate. She launched the organization in 1993 and grew revenues to $200 million in 1995. She was responsible for all product selection, marketing, sales, advertising, channel development, packaging, pricing, programs and contracts. While at Reveal, Lydia also developed strategic alliances with leading industry manufacturers such as Seagate, Conner, Mustek, NMB, Chicony, NEC, Colorado Memory, Cardinal and IOMEGA to co-market and/or launch their products into the retail channel.

Previously, Lydia was a Vice President of Sales at Cal-Abco, where she was directly responsible for five regional managers and over 60 outside sales people. She created and implemented sales and marketing strategies into a variety of sales channels including OEM, VAR, Retail, and Mail Order, developing customers such as IBM, Digital Equipment, Insight Enterprises and Arrow Electronics. Lydia created Cal-Abco's National Account program, which became a separate operating division generating over $25 million in incremental annual revenue. She was one of the 12 member management team that launched Packard Bell into the distribution channel in 1985.

Before Cal-Abco, Lydia held management positions at Lionel, a major toy retailer and Imagic, a video game company, where she handled retail merchandising programs and media and product promotions.