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4th Wall Connections

Connecting you and your market

When connecting with audience performers utilise a technique referred to as ‘Breaking the Fourth Wall’, and intimacy between their audience and themselves has been created. Crossing over a myriad of distractions and barriers, they have the ability to connect with you solely and make you feel unique.

As the increase in segmentation, competition, technology and overall noise increases, so too are organisations are trying to connect.  Throughout the customer life cycle from the initial reach, act, convert, engage and retain our level of intimacy needs to be built on a platfrom of trust. Trust within the organisational brand, its products and it's ability to understand people.

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About Me

I am driven by a genuine desire to service an organisation’s purpose and values. From taking the lead in improving client services through innovation, growing market capabilities, product positioning, and collaborative sales enablement deliverables; through to contractual reporting, project management and process improvement strategies.
I have a proven ability to successfully analyse an organization’s critical business and client requirements, identify deficiencies and potential opportunities, and present information succinctly to a range of stakeholders to effect business change.  To adapt to these changes combined with my continual drive for professional development, I have enabled adaptation to new and emerging commercial service methods.

Working Over Coffee
Marketing team meeting
The Wall of Ideas
Business Team
Team Meeting
brain storming on paper
Home: About

Guy Lichtenstein

Working Together

In my twenty-year experience, I have been fortunate enough to work with wonderful businesses, their customers and have found they all have one thing in common -the need to connect.

Yet with the abundance of commercial knowledge and advancements of supporting technology, we find there are so many options out there that can lead to distractions, noise, and wastage and in turn impact our ability to connect with people. 

Our journey begins by starting with listening and getting to know your business, your aspirations, and your customers; as a driver of organisational change we will see the implementation of strategic plans and adjust accordingly; for then to come to a position of establishing a solid operational platform ready for constant adaptation and iterations.

Home: Welcome
Brand Strategy

Brand Strategy

A Comprehensive Approach

This specific service is designed to analyze, confront, and solve your business needs. I provide customized solutions to all of my clients, and am an extremely results-oriented professional. I will work with you throughout the entire decision-making process and guarantee success. Contact me to find out how I can help today.

Counsel & Advice

Counsel & Advising

Expert Guidance

My clients are my number one priority, and I’ll go the extra mile to make sure they’re completely satisfied with my work. Have a specific project that requires professional attention? My services are designed to tackle even the most complex projects. Contact me today to discover how I can help.

Business Organization

Business Organization

The Path to Success

This specific service is designed to analyze, confront, and solve your business needs. I provide customized solutions to all of my clients, and am an extremely results-oriented professional. I will work with you throughout the entire decision-making process and guarantee success. Contact me to find out how I can help today.

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Years of Experience

My experience so far has developed a strong customer service management and product marketing skillset across a vast array of Adult Education, Music, ICT, Service and Distribution industries.
Some of my activities include, but not limited to product design and innovation, partner relationships, development of market strategies, team and stakeholder management, project management, customer relationship management.
Specific recent exposure includes IT service environments, consultancy services, private & public cloud services, IP Networks, VoIP telephony, virtual server technology, warehousing, sourcing, distribution, retail sales channels and campaign executions.


Portfolio & Strategy Manager – Ricoh

September 2017 - Current

•    Develop Ricoh's Vertical Product GTM Solutions and channels to market.
•    As member of Market Leadership Team contribute to the establishment of organization Product Life Cycle management and product team functions.  
•    Provide guidance and support other marketing team members from lead generation digital and web, content, event, communications and agency functions.
•    Member of Lean Design Team on development of visionary position and inaugural roadmap of New Ricoh Services Program consisting of Audio Visual, Workflow and IT Service portfolios.
•    Ricoh IT Service Portfolio development of service products within Network, Platform, Devices and Service Operation practices.
•    Facilitate and coordinate Ricoh Market Research Partner engagement with Gartner, IDC, Key Point.
•    Thought leadership content development for Service General Manager.
•    Provide significant input into the annual marketing plan: sales and budget forecasts for each product, product life cycle management and launch stage, market and customer testing, sales promotion/training opportunities and risks.
•    Engage with Executive, senior and regional management, updating them on a regular basis on developments within Marketing and broader organizational change cross-functional projects.
•    Develop ongoing liaison with key market leaders, IT support groups and other IT organisations to ensure that significant developments in the market are identified and monitored.
•    Collaborate with the Ricoh IT Partner Manager to develop GTM programs and campaigns.

Black and White Star in Circle

Consultant - 4th Wall Connections

July 2017

Acute Product Marketing digital and physical asset development for targeted customer journey stages for building management, software, education and training for commercial sized businesses.

  • Awareness

  • Desire

  • Interest

  • Action


Service Delivery & Solutions Manager, Green Light

August 2016 - July 2017

  • Repositioned existing services and build new service portfolio around identified core, enhanced and strategic capabilities

  • Identify client and internal automation and optimization opportunities with IaaS, PaaS, Wireless Network, e-CRM/ITIL API.

  • Develop brand and product marketing plan including both traditional and digital medium.

  • Identify target market and create marketing innovation to support planned service product campaigns – Apps Packaging, Microsoft & Google

  • In alignment with product life cycle process establish new product development and go to market agile and innovative managed process including budgets and timeline

  • Identify and define key vendor and channel partner relationship.

  • Delivered sales enablement programs aligned sales life cycle from internal education through client awareness, presales, presentations to delivery

  • Awarded with Green Light Service Award


Marketing & Presales Specialist – Services , Datacom

September 2015 – July 2016

  • Create and Develop Go To Market Service Product Solution – Backup as a Service (BaaS (Symantec, Commvault Veeam), Wireless Network (WaaS (Merkai, Aruba)), Database Management (DBaaS) (SQL, Oracle, MySQL)

  • Provide Product and Solutions Innovation Management through Product Planning, R&D positioning and repositioning approaches

  • Developing and assisting delivery teams in the development of rapid prototyping demonstrations.

  • Design and maximize opportunities to develop innovative Managed Services Support offerings around client solution requirements to build out annuity based revenue.

  • Retain and transform key client services from static environment to an innovative hybrid consumption based service model.

  • Received Datacom Systems NSW General Managers Award for service portfolio and market alignment


Solutions Lead – Managed Services, Datacom

May 2014 – August 2015

  • Supplied commercial deliverables for all tender and sales proposals.

  • During pre-qualification and qualification sales cycle supported new leads/opportunities with quotes bid responses, client presentations with

  • New business and critical contract renewals

  • Transitioned and transformed financial sector clients, physical/perpetual/static environments to Cloud.

  • Developed service schedule and contract agreements.

  • Maintained eco-system relationships vendors, delivery teams and consultancy /SME’s in addition to senior level management within Datacom Group

  • Vendor Contract Management

  • Cloud P&L Management .

  • Received Datacom Systems NSW Managed Services Award for Collaborative Diversity

  • Received Datacom Systems NSW Team Award


Team Leader – Client Services, Datacom

October 2012 - May 2014

  • Direct management of a team of 12

  • Designing ad-hoc trend analysis and reporting for customers.

  • Performed operational meetings and analysed Service Level breaches with external customers and developing responsive CSIPs.

  • Managed client vendor support for our key customers.

  • Monitoring and reporting on weekly and monthly SLAs including the team consistently meet all SLA targets, such as: GOS, AHT and ASA.

  • Encouraged and developed staff enablement, meetings, training, and reviews in order to cultivate team engagement in our business.

  • Worked with Service Delivery Managers and Account Managers to ensure SLAs are supported and improved.

  • Monitoring and delivering on customer satisfaction statistics and Delivering customer communications.

  • Knowledge Documentation Management.

  • Utilising COPC framework and driving the team to a position of customer excellence.

  • Managing day-to-day operational issue around ITIL management – incident, request, problem, change, availability, capacity

  • Received Datacom NSW Managed Services Quarterly Award for Customer Service

  • Successfully managed the service desk team during a period of strategic contract renewal which resulted in the client extending their contract for a further full term of 3 years.

  • Effectively assisted in the implementation of the primary phase of key service desk restructure with a focus on staff development.

  • Represented service desk department at a client presentations

Musical Merchandisers.JPG

Senior Account Manager and Guitar Product Manager, Musical Merchandisers

January 2008 - May 2012

  • Manage, maintain, and develop selected accounts with a portfolio of NSW Small to Medium Businesses

  • Identify new markets segments and potential target markets.

  • Research new and existing clients business, products and operations structure

  • Contact prospects and conduct face to face meetings in order to identify, qualify and discuss creative solutions to meet their objectives

  • Identify business opportunities with new and existing clients

  • Construct for clients

  • Coordinate and attend networking functions, tradeshows and presentations to obtain leads for continual growth as well as maintain and build on current client and supplier relationships.

  • Providing support to NSM and their respective clients’ accounts

  • Assisting in which is primarily focused on the music industry with business to business sales with campaigns

  • Regular input in company marketing strategies - i.e. pricing, product, promotion, processes, placement and people

  • Conducted to meet increase in sales demands

  • Oversaw acoustic guitar into the Australian market.

  • Managed contemporary- instrument product development, production and pricing for contemporary instrument division, which included liaising with overseas suppliers

Home: Resume

Contact Me

Have a particular challenge you’re trying to deal with? Contact me today and see what I can do for you.


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Selection of Prominent Products

Below is a selection of but limited to a range of products and service products that have been created and delivered to their respective markets.
Whether it is B2B or B2C, or physical products or services the outcome is the same - to connect successfully with their market.

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Home: Products

Product - Music

Onyx Acoustic Packaging_edited.jpg

Onyx Guitars

A wide range of product  was developed in order to spread the risk of a business product portfolio

Product - Software

Application Packaging Services.jpg

Application Packaging

A rapid response to market demand was required to drive both the businesses progress around portfolio development and new service product development processes.

Product - Secure Data Storage

Blank Backup as a Service.jpg

Backup as a Service

Data is the new currency and where we store our data is a similar conversation to where we store our money securely. This client had the solution as part of it's DNA - it just hadn't discovered it!

For connecting with your market with clear and defined data based on integrity please reach out.

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