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Watch Lidia Frayne's Transformational Marketer Interview

“In change management, the key is to drive simplicity, clarity, and alignment in the story of why this really matters, and what it is specifically that is changing.”


The Transformational Marketers Interview Series features marketing leaders that are working to drive change in their industries, business models, and organizations. During these brief interviews, successful leaders share how they practice Transformational Marketing to lead company-wide change, and altering how they market, communicate, and engage with their customers.

By reshaping their story, driving change in their industries, and redefining relationships with their customers, these transformative leaders build valuable customer experiences and transform customers into brand advocates.

Episode 7: How I Managed Change During the Dell/EMC Merger

Watch episode 7 of the Transformational Marketers Interview Series and learn from Lidia Frayne, Director of Operations at Dell Technologies. Lidia shares her experience in change management and how she has learned how to drive change and development within Dell Technologies.

Looking for insights on how to drive transformation within your organization? Watch the interview below or click here to watch it on YouTube.

Lidia Frayne
Director of Operations at Dell Technologies

Lidia Frayne is an expert marketing, process-improvement, and engineering professional adroit in the administration of marketing, brand and portfolio management, lean manufacturing, six-sigma business process improvement, and organizational change management. Lidia has over 16 years of experience and holds an MBA from the University of Texas. Her ability to employ strategic on-time and ahead-of-schedule execution management has been demonstrated in many instances and in a variety of progressive capacities, including as Chief of Staff, Director, and Strategist. Prior to Dell, Lidia worked in privately and publicly held companies in the food and manufacturing industries. Finally, Lidia speaks, reads, and writes the English and Spanish languages. She is a native of El Salvador and lives in Austin Texas with her husband and two children.


If you enjoyed this interview, check out these Transformational Marketer Interviews:

Learn how you can harness the power of Transformational Marketing to drive organization-wide change in TopRight’s ebook Transformational Marketing: Moving to the TopRight.



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