VMware refocuses comms message, structure

PALO ALTO, CA: VMware is reorganizing its communications function within the company, as well as retooling its message for new audiences.

PALO ALTO, CA: VMware is reorganizing its communications function within the company, as well as retooling its message for its audiences.

Aaron Feigin, who joined the company on May 1 as head of global communications, will integrate the communications division and expand its reach to other business units. The PR, executive communications, thought leadership, and analyst relations - which were previously separate units - will be under his leadership.

Fleishman-Hillard began working with VMware in January, following a competitive review. While agency restructuring is possible, none is planned now, Feigin noted.  

“Fleishman is the agency here and in the best position to continue because they know the business,” he said. “But that being said, it's a very dynamic space and I need to look on the horizon.”

Because VMware has grown from a multimillion dollar company to a multibillion dollar one over the last six years, its messaging is due for a revamp, Feigin noted.

“Our communications has been about talking about feature functions and product importance,” he said. Now communications will focus more on aligning VMware's story with its customers' long-term goals. The team will seek out conversations being held around cloud computing and virtualization on various channels like blogs, social media, and traditional press, he added.

Communications will also work more closely with other departments, like sales, to train employees on tasks like upselling so that communications will also be a sales opportunity, Feigin noted. 

Feigin, formerly VP of communications at Borland Solutions, reports to CMO Rick Jackson, who joined in February. Mary Ann Gallo continues to serve as director of global PR.

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