MDP
T A L K S
MDP TALKS
Edition 3.2SUMMER 2015
p. 4 EMC Gives Back - Charity Water
Congratulations MDP Class of 2013 Graduates!
MARKETING
DEVELOPMENT
p. 5-6 EMC World - REDEFINE.NEXT
EDITORS
BECKY LEVANGER & KAYLA LEWKOWICZ
PROGRAM
“The Marketing Development
Program is a great way for EMC
to continually infuse our Global
Marketing function with fresh
energy and perspectives. You can
see it in the faces of our MDPs.
And the fact that so many
graduates of the program are
serving EMC today in a range of
capacities really speaks to the
value of this program and
its participants to our business.”
David Goulden
EMCII CEO
Breaking news: Michele Scola
Program Manager, MDP
MDP
T A L K S
As my first year as the Program Manager for the
Marketing Development Program draws to a close, I am
so proud and happy to have seen how the program and
its participants have developed and grown!
Editors-in-Chief
From day one, I’ve been impressed with everything
that MDPers take on and the success with which they
do so. At every Marketing Town Hall an MDPer is on
the awards board. I’m blown away by the fact that the
recipient of this year’s John Howard award, the highest
honor for EMC’s marketing organization, was an MDP
just a few years out of the program (p. 8).
On top of professional success, volunteerism lies at the core of MDP. Attending events
like the Citizen School Gala or Charity: Water Walk (p. 4) show me that besides being
sharp, smart and good at what they do, MDPers lead the way in making a difference in
the community and the world.
Becky Levanger
After 10 years, it’s time to take a look at why, how and what we do—and make it better.
And these great people I hired? We’re taking this program to the next level together with
the collaborative, creative, and innovative spirit MDPers are known for.
Each class infuses new life into the company, and I’m incredibly excited to see what the
Class of 2015 can do. We’ve got folks from across the country, sitting in both California
and Hopkinton for the first time. MDP spans across functions in marketing and we’re now
working our way accross the globe.
Kayla Lewkowicz
MDPers work...everywhere!
BIG DATA LAUNCH
2015 has been a big year for big data.
This past March, the Big Data team
launched the first generation Federation Data Lake solution. Designed for
customers to rethink the role of data
analytics in their IT infrastructure, this
virtual launch certainly inspired.
MDPers across marketing came together to make it happen. “In a lot of ways this was a groundbreaking launch,” said Katie Gryckiewicz, MDP Class of 2013. Whether preparing presenters,
creating profiles, or researching current topics, Gryckiewicz ensured each analyst briefing was
personal and engaging.
Everything came together in one piece through the Integrated
Marketing Plan with the help of Jessica McRae, MDP Class of
2007. Said McRae, “My role in the launch was to ensure that it
wasn’t just a point in time event. I [take] all that footage and
content from launch and curate it to feed into the engine of the
Katie
Gryckiewicz
program for sustained activity over the year.”
Jessica McRae
This is just the beginning for Big Data. “With this alignment…it’s
never been a more exciting time to be in marketing.” said McRae.
Will Reid
Kevin Dallaire
43,807 Hits with 1,805 Unique Views!
VSPEX BLUE LAUNCH
San Francisco, CA—At VMware partner
exchange, EMC redefined simplicity by
launching VSPEX BLUE, EMC’s first hyperconverged offering. “It includes all of the pieces
you would normally buy separately, and puts
them into one box,” said Mark Zurlo, MDP
Class of 2009.
This helps our customer in midmarket, SMB, and remote offices get their IT
up and running in no time. “The whole point of VSPEX BLUE is that anyone
in any business can purchase it,” said Meagan Arone, MDP Class of 2010.
Arone helped run an EMC-led, partner-fed visibility campaign. “It was the
first time we had done something on a global scale,” she said. “We had a
great new opportunity since VSPEX BLUE was put on the EMC Store.”
During the launch, Zurlo managed social media and communications. “On
launch day I was there to make sure everyone knew what was going on.”
With VSPEX BLUE, he added, “You can go from powering it on to creating
virtual machines in as little as 15 minutes. It’s all about simplicity.”
Mark Zurlo
Meagan Arone
Lizzie Nirenberg
Brendan Sysun
EMC Gives
Xc h a r i t y :
Back
water
For 2015 EMC Gives Back partnered with charity: water,
an organization driving well production and bringing
clean drinking water to places in desperate need, from
Ethiopia to Nepal.
At EMC World, we doubled down on our commitment
with a charity: water pumping station—similar to what
we are helping install in many communities—so attendees could experience what it feels like to bring clean
water to families.
Back home, each group could develop their own event or initiative,
such as the Hopkinton Walk for Water event. Said Lauren Fisher, MDP
Class of 2013, “The Walk for Water event was a blast because it was
not only an opportunity to raise money for a worthy cause, but was also great for team bonding. We all
ran a lap together wearing matching t-shirts and then got to enjoy the beautiful weather in the courtyard. Thanks to everyone who organized such a fun day!”
Added Perin Adams, Class of 2013, “It’s wonderful that EMC
supports and encourages social responsibility, and I think
events like the Walk for Water are perfect opportunities to
bring the company together and build community while
doing good!”
How do you develop your personal brand? A group
of MDPers came together last fall to answer that
question, assembling a team to tackle the problem. The catch? The team members were 13-yearolds.
Led by LeeAnn Esposito, Nicholas Lee, Pedro Rinaldi, LaCrystal Robinson, and Cayla Yang, MDP class
of 2014, these 7th grade students explored the
concept in an after school program called Citizen
Schools. “It gives at-risk-youth the opportunity to
be exposed to an alternate environment by engaging with professionals,” said Rinaldi. “We wanted
to help them present their best presence, for potential job and school opportunities,” said Yang.
At their annual gala, “Brand You” was recognized as one of the top ten apprenticeships of the 270
delivered through Citizen Schools this fall. The reason for success? It wasn’t just the MDPers doing the
teaching. “It was the highlight of my week,” said Robinson. “Every week they amazed us.”
EMC WORLD 2015
Las
Vegas
11.8
May
4-7
K
Attendees
Every May, tens of thousands of customers, partners, and prospects flock to EMC World, EMC’s premier
tradeshow event. Between the hands-on product demonstrations, technical sessions, networking events,
and a One Republic concert, everybody wins at EMC World. Designed with a festival feel in mind, EMC World immerses attendees into everything
IT. “It was such an eye-opening experience,” said Tammy Bui, MDP Class of 2014 and
a member of the events team. “I basically saw the show floor [from start to finish.] I
thought it was amazing. I got to jump into a little bit of everything because the events
team is all hands on deck.”
Information Generation defined the show for 2015. “It’s a groundbreaking initiative for
us,” said Kim Maniovich, MDP Class of 2011. According to the Institute for the Future, in
5 years, 7 billion people will be connected to internet, with 30 billion devices running
software that generates over 44 zetabytes of information. We’re in a transformative
period in history to a truly digital age—together as the Information Generation. “At the
Information Generation experience dome, which was the epicenter of the solutions
pavilion, attendees could experience the impact of information on the lives of our
customers’ customers,” said Maniovich.
“It was cool to see [Information Generation] woven in so seamlessly this year,” said
Liz Cupelo, MDP Class of 2012. As the program manager for the analyst and media
event built into EMC World, Cupelo helped organize events for the 275 members of the
global media and industry analyst community. Packed with special keynotes, regional
sessions, 1x1s, and Q&As with everyone from BMW and Verizon to Joe Tucci, this was not
an event to miss.
WORLD BY THE #’S
6.8K
New Followers
2.8K
Partners in
Attendance
40%
increase in social
activity YOY
271
Press and Analysts
in attendance
69K
Cups of Coffee
1.2K
Staff Shoes
Worn Out
8.8K
PowerPoint
Slides
53K
Social Posts
1,098
Total Articles
MDP
T A L K S
On the show floor, Emily Hickox, MDP Class of 2014, found herself donning Jedi robes
as part of the Star Wars themed Global Services booth. “It was a really cool learning
experience,” she said. “I was in charge of coordinating global services content with all
of the other booths, making these points of contact and figuring out how our services
could be worked in. I was really happy I was so deeply involved in the planning to see
how that was all realized.” Far from the hum of the show floor, packed presentation rooms buzzed with information
about everything from flash to Syncplicity. “Presentations are the core of EMC World,”
said Michele Lemmo, Class of 2010, who coordinated the global solutions breakout
sessions. “On site I attended most of the sessions—every one that I possibly could. It
was really interesting to see them go from the beginning stages of title and abstract to
actual execution [and] see the numbers of customers in there.”
The breakout sessions are a key part of EMC World’s value proposition. “It’s the reason people show up.
There are 100s and 100s of breakout sessions making sure [our customers are] educated and brought up
to speed with how EMC is supporting their day to day business,” said Lemmo.
Designed to showcase and enable EMC’s partner community, the Global Partner Summit
draws over 2,800 partners each year. “It’s a very unique model. A lot of partners go to
EMC World to host their customers, [so] what we do for partner sessions is…give them
the insight they need to sell on EMC’s behalf,” said Lexi Andrews, MDP Class of 2012.
“They have access to all that information in one venue. It helps them create a stronger
message, along with affinity and loyalty…to get everyone together, see where we’re
going, and see how they can align to that.”
Overall, it’s the community built around our products, solutions, and services that keeps attendees coming
back. Partners, employees, analysts, media, and customers come together to interact directly with EMC’s
offerings and immerse themselves into EMC.
Said Hickox, “It was all sensory overload. It was crazy to see knowing from the back end how much work
went into every piece, and seeing it as a final product. You don’t always realize how much it takes to get
it there.”
“As a first timer, EMC World was a fantastic experience and a great opportunity to hear
first-hand how we are ‘Redefining Next,’” said Jacquie Makilya, MDP Class of 2014.
And how did EMC employees find out
what was happening? Jessica Kline, MDP Class of
2014, had the scoop. “My team and I brought EMCW back to
the employees for the first time,” said Kline. Working through Inside
EMC, “employees could go to watch the EMCTV livestream, keep up with
live blogs of all the major general sessions, check out the
latest EMC in :60 episode, follow along with EMC’s
top news, and so much more.”
REDEFINE.NEXT
MDP
T A L K S
Each quarter, EMC marketing stays innovative with Launch Pad, a program designed to
take ideas from across the company and help them lift off. For Q4, Diego Dos Santos,
MDP Class of 2011, competed with not one, but two big ideas-one of which was chosen
to be funded.
“It’s more than having an idea, you have to have an idea that resonates with EMC, with
our audience, and with the captains,” said Dos Santos. “It’s about taking something
you find interesting and exploring new ways to [connect].”
In the spirit of innovation, dos Santos is bringing EMC to the forefront of digital marketing with EMC Live, which launched at EMC World 2015. EMC Live: a live blogging
stream that allows customers, partners, prospects, and employees to follow major
launches and events as they happen. Dos Santos said, “...bringing liveblogging to
your company, letting you take ownership of content…that’s what’s innovative.” EMC
Live launches us into the future.
Q
4
Congrats
Erin McGann
on your
John
Howard
for
Launch Pad!
Diego
Dos Santos
Class of
2010
Innovation Roadmap
In the tech industry, innovation is everything. Enter Calvin Smith, MDP Class of 2010 and leader of the
Innovation Roadmap, EMC’s intrapreneurship challenge designed to infuse new ideas into the Federation. This year, members of the various Leadership Development Programs (LDP), including MDP,
served as consultants for the 27 winners.
“The LDP Innovation Initiative is an opportunity…to work with a team of cross-disciplinary individuals to push the ideas forward, helping them with everything from prototyping it to marketing it,” said
Smith.
Each program brings different skills. “There aren’t many ways for someone from finance to work
with someone from HR and marketing on the same team, to come together for a purpose.”
MDPs would agree. Said Erika Flanagan, MDP Class of 2014, “This program is a
Calvin
terrific platform to meet and work cross-functionally with various teams within
Smith
EMC.. It’s so inspiring to be on the front-lines of innovation in this role — and to see
Class of
how diverse talents can be leveraged to bring employee ideas to life!”
2010
Alex
Chou
Ryan
Dillon
LaCrystal
Robinson
Tammy
Bui
Mike
Greene
Kayla
Lewkowicz
Jacquie
Makilya
Erika
Flanagan
Emily
Hickox
Linna
Gao
C e le b r a te !
MDP
T A L K S
(Pa p a
!
Se an )
h i te
y n n W , 2015
L
a
i
l
u
J
20
M a rch
Eli n
Michele Scola got engaged and
welcomed her grandson Wesley!
Fe br
Me g
h
u a r y a n McG o
w
Rock
s t ar an
Wi n
ne r
g ag
t en 4
o
g
01
o rd
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V
e
e
Ju l i Oc t o b
or G
ra
M a ce Di l lo
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23, n (Papa Ry
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a n )!
5
e d!
L au r
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Ja n u py g o t e n
ar y 1
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0, 20 age d !
15
o ldm a n n
Jus t us G
Win ne r
ock s t ar
R
r
e
b
m
No ve
RED SOX
AMBASSADORS
Each year a few lucky MDPers are
selected to represent EMC as hosts
at the Fenway Park EMC suite. Top
partners, customers and executives
use the suite to enjoy the game in
style (and do a little business
in-between innings!)
Congratulations to this year’s hosts
Class of 2013: Brian DePamphilis, Justus
Goldmann, Perin Adams, Tracy McGrath
Class of 2014: Mike Greene, Becky
Levanger, Nick Lee, Bella Boutet.
Go Sox!
MDP THROUGH
The YEARS
Program launched with
10 People - 18 month
program, 3 rotations for
Senior Associates & 6
rotations for Associates
“
At the time, marketing was very small and very different. There were approximately 250 people in marketing. Why did we need the program? Well, diversification of talent, diversification of skills, development
of career paths and a more balanced workforce. I’m
delighted to see MDP going strong [10 years in] and
continuing to add value to the organization.
2004
Dropped
the ‘R’ from
MLDRP
Christine Early
First Director
”
M L DX
RP
Oct 15, 2003
MLDRP
Program Idea
“
Organized team
volunteering...led to
EMC Gives Back!
2005
Bonnie Bryce
Program Director
2003
It was probably one of the
best jobs that I have ever
had. The work with such a
positive, smart group of people was a wonderful experience to breathe new life into
EMC. It was positive energy
all the time and I loved it,
enjoyed every minute of it.
”
2007
2005
“
The program is beautiful in that every year we systematically
infuse marketing with new talent. I was immediately impressed
with the intelligence, ability, and passion MDPers bring, with
their willingness to work long hours to really get the job done
right and with their ability to use their network.
”
2011
Erica Tremblay
Program Director
“
[The Program] provides terrific
work experience. You are a full
time member of your team. You
have the chance to sink your
teeth into something, learn from
that experience, and transition to
something new your second year
July 2014
if you choose. You’ll expand your
Michele Scola
network and your skill set.
There’s something about the
Program Director
culture and feel of MDP. It is a
culture of support and collegiality
that sets this program apart.
Dropped the
‘L’ from MLDP
MX
LDP
”
Changed to 2 yr
program with
1 yr rotations
April 2013
Sarah Phillips
Program Director
“
I truly enjoy the mentoring and
coaching aspect of MDP. My favorite
part is watching how much everyone
grows from the first year to second
year. Year one can be unsettling to
many but everyone figures it out!
X
MDP Expands
to the West Coast
”
2011
2009
2015
2013
MDP
T A L K S
BO
RD
ER
TRA
LE
NSP
SS
ARE
BORD
ERLE
NT
SS
INN
OUTCOME DRIVEN
S
U
O
M
O
N
O
T
U
A
N
E
V
I
R
D
T
H
G
INSI
OV
AT
AGILE IVE
BOLD