B2B Marketing & Business Development


About Calibra

Calibra is a B2B marketing consulting firm specializing in helping high-tech companies enhance their brand and accelerate the market adoption of their products. Its consulting practice includes whole product strategy, company and technology branding, strategic options analysis, industry alliances, and interim leadership.

Proven track Record 

Calibra has a proven track record through its principal, Jan Willis, who has held senior positions at Cadence Design Systems, Simplex Solutions and Synopsys after completing an MBA at Stanford University. Tony Willis provides complementary consulting experience with international leadership and engineering team formation in sales environments at Synopsys, Ambit and Cadence Design Systems.

Global Partnerships

Calibra operates globally and partners with a network of marketing and sales professionals.  

Jan Willis, Executive Advisor

Jan WillisJan Willis started Calibra, an independent consulting business, in August 2007 to leverage her global expertise to advise companies worldwide on semiconductor marketing leadership. In 2009, she co-founded the eBeam Initiative which she continues to lead today.

Industry Awards

In 2007, Ms. Willis received the Silicon Valley Business Journal’s Woman of Distinction Award in Technology and the Marie Pistilli Women in Electronic Design Automation Achievement Award. In 2006, she was recognized with the YWCA Tribute to Women in Technology (TWIN) award.

Track Record

Ms. Willis was most recently senior vice president of Industry Alliances at Cadence Design Systems, Inc., where she was responsible for building alliances with leading foundries, semiconductor manufacturers, IP providers and industry associations. Ms. Willis joined Cadence from Simplex Solutions, where she served as vice president of Business Development.

Before Simplex, she worked at Synopsys, Inc. as director of product marketing and semiconductor partnerships. She also spent more than five years at Hewlett-Packard Company, where she held various technical and management positions.


Ms. Willis has a B.S. in Electrical and Computer Engineering from the University of Missouri at Columbia, and an M.B.A. from Stanford University.

Tony Willis, Consultant

Tony WillisTony Willis has spent the past 15 years building and leading large (30 -130 employees) teams of technical applications engineers in aggressive sales environments for startups and mid-sized corporations.

International Track Record

Mr. Willis has strong international experience having worked in Silicon Valley and the Europe, Middle East and Africa (EMEA) region. Most recently Mr. Willis was Group Director of Technical Field Operations in EMEA for Cadence Design Systems. He led a team of 130 people in 11 countries responsible for pre-sales, customer support, training and on-site services for the EMEA region. Mr. Willis joined Cadence through its acquisition of Ambit in 1998 and held a number of senior application engineering management positions in the Logical Design and Physical Implementation software organization at Cadence’s corporate headquarters in Silicon Valley.

Mr. Willis worked for Synopsys for eight years where he was one of the first field application engineers (FAEs) in Synopsys Europe. After opening the first office in France, Mr. Willis moved from Europe to Synopsys’ corporate headquarters in Silicon Valley in 1992.

Mr. Willis started his career as an integrated circuit design engineer at Philips Semiconductor in London, UK. While at Philips, he spent six years designing mixed analogue/digital ASICs for mobile radio and automotive clients.


Mr. Willis holds a Masters in Telecommunications Systems from the University of Essex and a Bachelors Degree in Physics and Electronics from UEA Norwich.