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Violin Memory gets flash new marketeer... from EMC of all places

From storage giant to post-IPO startup

Violin Memory 3200 Memory Array

There's faith for you: an EMC marketing veep, Eric Herzog, has jumped ship to join recovering/struggling flash array Violin Memory as its chief marketing officer.

Herzog reports to brand shining new CEO Kevin DeNuccio, who is reshaping the company after a tumultuous period which included the ousting of CEO Don Basile, what's generally reckoned to be a botched IPO and excess spending on non-core products like the Velocity PCIe flash card.

So Herzog has left Tucci titan EMC behind and joined a recovering, post-IPO startup competing directly with EMC's XtremIO array...

At EMC he was senior vice president of marketing for the Enterprise and Mid-range Systems Division, which meant VNX, VMAX, and VNXe products. His Violin title is chief marketing officer and SVP for business development and his responsibilities "will include overseeing all worldwide product marketing, technical marketing, channel marketing, corporate communications, and global business development".

DeNuccio's canned quote referred to a new product range that's coming: "[Herzog's] broad knowledge and expertise of the storage marketplace will be critical as Violin delivers its next generation of industry-leading flash storage solutions for enterprises.”

It's gonna be fun in all-flash array land as Violin takes on EMC, NetApp, IBM, HP, Dell, Cisco, Pure Storage, Solidfire, Astute, Nimbus Data - anyone and everyone. How is Eric going to market Violin's features and software capabilities and turn Violin's somewhat broken-stringed and mis-bowed instrument into a marketing Stradivarius? ®

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