Emily DeSimone, Director Global Marketing at SLM Solutions, is an innovative, results-oriented marketer with a passion for value-added product innovation. Her revenue growth trick includes working with executives, product marketing, and sales to create and execute innovative programs across the channel.

MEDIA 7: What has encouraged you to pursue a career in marketing?
Emily DeSimone: At first I wanted to do event marketing to travel, but I fell in love with using data to make informed decisions. Connecting the art and science of marketing is about using data and technology to reach the right people with the right message. It's a perfect connection. If some of it is misaligned, this will be indicated in the reporting and analysis.

M7: SLM Solutions was the first manufacturer to offer overlapping multi-laser machines. How has the market developed over the years?
ED: SLM Solutions' commercial solutions portfolio has evolved based on customer needs and market data. It is a conscious choice which primary programs within R&D will be commercialized to better support our customers and their production.

I think the most attractive thing about SLM Solutions is the innovation pipeline and how it can better serve our customers and their manufacturing needs. It gives me some confidence in our message, as not only are we marketing a product that we are not suited to, but everything that comes out is for a need.
M7: For which industries does SLM Solutions offer machines, materials and services?
ED: SLM Solutions focuses on four important pillars on which our product portfolio is based: productivity, open architecture, reliability and security. As a holistic approach, these central considerations enable us to support the procurement process, aerospace and defense, automotive, energy, healthcare, tools and science and research.

M7: What strategies will help you examine regional and local market trends in specific demographic areas?
ED: Talk to the customer. The great thing about customers is that they are always willing to give their opinion. I think the most sincere and successful response is to listen first and then act. Good or bad, if you don't do anything with the information you have been given, you will not help any business progress on the road to success.

M7: How do you see the change in the role of Marketing Director and what advice do you have for new marketing enthusiasts?
ED: Appreciate the foundation on which you were taught, but always be ready to turn. The key marketing tactics we've all learned didn't make it through this year's review. Traditionally, I would say the director is someone who got where he is based on his individual performance. Today I would say my success was due to team effort. Surround yourself with people who are better than you in certain skills. I adapt where my weaknesses are, and I think that's what makes our team so strong.
M7: How has the COVID-19 pandemic affected your work? Which day-to-day processes did you have to redesign to be able to run them remotely?
ED: The most difficult challenge was navigating a virtual environment as a substitute for in-person exchanges. In a CapEx company, you rely heavily on exchanges as the mainstream for lead generation. However, when we face a challenge, we turn around. We've digitally increased our presence, redesigned our website to better align the user interface with a proposed customer journey, and digitally introduced a new product. It is also important that our team feels connected. That's why we've made it a rule of thumb to enable video conferencing during meetings to simulate what a personal collaboration environment feels like.

M7: If you know what you know now, what advice would you give to the younger you?
ED: do your best. If you've done your best, that's all you can give. When I was younger, and still do, I have to remind myself that when the scale of a project looks incredibly daunting, just take it one step at a time, because you know you will achieve anything and just have to get started. Don't be afraid to go outside your industry to learn best practices. There might be something that surprises or inspires you to give your industry a try. Make sure your activities and performance help improve the organization.

ABOUT SLM SOLUTIONS

As a pioneer of the selective laser melting process, our company focuses on the development and sale of the most innovative, production-oriented metal additive manufacturing systems. Our focus is on product performance and innovation leadership and capitalizing on this approach as our customer.

As part of our commitment, the SLM® team uses our technical facilities around the world to encourage collaboration on AM metal projects and scale our users to mass production. SLM Solutions provides customers with advice, installation, maintenance, training and other learning opportunities to harness the skills and apply best practices in selective laser melting.