Family Businesses: Marco Trada, from family business to Microsoft

Family Businesses series
Today we are launching our ‘Family Businesses’ series, where we speak to MBA students who have worked or are working in their family firms. We hear how Marco Trada, Head of Digital Stores and E-commerce: Mediterranean Region at Microsoft, transitioned from working in his family business to one of the world’s largest corporate companies. Marco talks to us about why he chose to change direction, the elements of his MBA which were most helpful in making the switch, and what it’s really like working at one of the world’s best known companies.

About Us
Many students come to an MBA from banking, consulting, or MNC backgrounds, but what about those that don’t? The Modern MBA podcast with Marie Kirwan and Kristen Rossi shares the stories of those transitioning from or using their MBAs in unorthodox MBA sectors including the arts, healthcare, not-for-profit, academia, and more.

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Podcast Music Credit:
Limit 70, courtesy of Kevin Macleod

Transcript

The Modern MBA

Welcome to the modern MBA podcast with Marie Kirwan and me, Kristin Rossi. Our mission is to help MBAs coming from going into or merely considering more unorthodox career paths, we are a place to find inspiration and share stories. On today's show, we're talking about family businesses. So a significant number of students start their MBA, having gained experience in their family business, and will sometimes take their new knowledge and skills back into the family firm. Others are looking to transition into other companies and roles

We’re speaking with Marco Trada, head of digital stores and e-commerce for the Mediterranean region at Microsoft to find out how he went from working in his family business to one of the largest and most complex companies in the world.  Alright, so would you like to start off just by telling us a little bit about yourself? So your role in the company you work for? And also why you decided to do an MBA as well?

MARCO

Yes, so I'm Italian. First of all, I'm based in the north of Italy, in the city of Milano. So, my background is true. So I started my professional experience, post-University in my family business. So the business is, basically is a retailer that works in the north of Italy, mainly, and they may in business is to resell products for construction and housing for both b2b and b2c customers in the north of Italy. And what I did, during basically my experience there lasted for five years. And mainly I was managing the marketing department of the group, both physical and digital. And then I decided, indeed, to, to switch completely. And so I decided to enroll in an MBA, I did my MBA at EDHEC Business School in France, which was a great experience, because it really allowed me to achieve the objectives that I had. So mainly, the reason for which I decided to take an MBA was to basically look outside the family business context. And of course, to gain a more international background and experience, I suppose MBA, what I did is I had the opportunity to join Microsoft, and specifically the mark MBA program of Microsoft, the MBA development programme that the company offers. So I'm now based in the city of Milano, and I basically cover two roles in the three-year experience. So far in the company. So the first role was as marketing analytics and automation manager to basically a guide, the new marketing automation engine that we launched in the Italian subsidiary, three years ago. And then for two years, so this is my current role. I am the head of digital stores and e-commerce for the Mediterranean region, which is Italy, Greece, Malta, and Cyprus.

The Modern MBA

So in terms of the family business that you work for before you went before the MBA, could you just tell us a little bit more about it? And what was it that kind of made you perhaps want to have a change of direction?

MARCO

Yeah, sure. So the visa secretary was created by my grandfather, as I said, it is located in the northwest of Italy. And it covers from a business point of view, the north of Italy. So part of my family is and was involved, the business was taken over by my dad, after my grandma and my grandfather, the people that are involved, are also my brother, and my cousin and my aunt. So it's, as I said, like, partially, like, I will say, alpha, my families involved in the business. And yet a decision was that for sure was a great experience because it allowed me so it's a medium-sized company. And so obviously, it allowed me to, not only, of course, let's say specialize in the marketing department and in the marketing, let's say the area, which was where I was specifically working in, but obviously, it really allowed me to get a more entrepreneurial approach to work. And of course, also to get to know our business in all the functions so not only of course, marketing, but obviously, then I was also involved in more visa conversations, accounting, and financial conversations. So this is definitely something that I'm still keeping. Also now in my job So I really love to have this more entrepreneurial approach to what I do.

The Modern MBA

It sounds like you had a really nice balance there, as well as being able to specialise and kind of marketing which interested you, but also, as you said, being able to get that kind of overview of the other parts of the business as well. That must be something that's been really valuable. I definitely not for sure. And I'm definitely grateful for that. Because I will say when you, it says which, to a medium-sized company to multinational one like Microsoft.

MARCO

Sometimes it's easy, let me say to get a bit lost, because you're just one piece of the big picture of the big puzzle, right. And for me, to have this more entrepreneurial background, it gets me thinking that way, so like to connect the dots, even if I'm just part of the big Microsoft business, I still have that approach. And I still want to keep that approach of being a bit more entrepreneurial.  So think about outside my boundaries. 

The Modern MBA

And what about when you started kind of, so obviously, you went and did your MBA, and then sort of presumably, I'm guessing during the MBA and after as well, you were interviewing with or you were approaching potential employers? How did they kind of like responds to your, your experience in the family business?

MARCO

Yeah. So I will say that, first of all, to be very transparent and honest, I was a bit doubtful at the beginning and careful talking about the family business. Why? Because the objective for me post-MBA was definitely to experience myself in a more international and multinational environment. So I would say a bit of the extreme from where I was coming from. So I was always a bit careful. Because I was not sure that companies and multinationals that I was targeting would have, let's say, appreciated this kind of experience. And to be honest, I have to admit that I was wrong, because, of course, it depends on the company, maybe not all of the companies were appreciating that and considering that as a benefit. But I will say that especially of course, Microsoft where I am now, definitely took that as a plus and not as a minus. Why because the two let's say jobs that I, I took in Microsoft, we're still kind of, we're always focused on developing new projects, new activities, so of course, to have an entrepreneurial background was definitely a benefit of you.

Unknown Speaker  7:46  

Brilliant, um, was there anything kind of during the MBA, that you feel kind of helped you make that transition as well? So any courses you took or any particular kind of like extracurricular activities that you are involved in?

The Modern MBA

Yeah, for sure. So I will say that, first of all, to me, the main benefits, as far as I'm concerned of the MBA was not only the academic, so the like the educational side of it, but was mainly the experience and the way in which the NBA is, is built. So basically, just to provide some context every two months, at a deck you are, your part of a group. So you work for a couple of months with that same group, across subjects. And then, of course, at the end of the two-month timing, you will let's say stop as a team, and you will share feedback with each other. And for me, first of all, that was very, very relevant. Yeah. Because, first of all, it allowed me to work to complete diverse, let's say, colleagues, and classmates with a completely different background from mine, completely different cultures, and of course, nationalities, which, of course, is common at there are a lot of MBAs. But I will say that I'm not sure to be honest. But I will say that this approach of changing every two months, the team you work with, it's very beneficial because it really allows you to every two months, change the people you work with, learn from them, get different feedback from them, and also give different feedback to the people you work with. So to me was very beneficial and really, it's a prepare me to join a multinational company like Microsoft, where First of all, of course, cultures and nationalities are completely different because my role now is, I'm based in Milano, but I'm part of an international team. So I work every day with people from UK, France, Germany, Spain. So it really prepared me the MBA to get used to this type of multi multinational context. And also, because of course, every two months, we were used to change the team. It also prepares me to this fast-paced rhythm that you can find in companies like Microsoft, where very often maybe new people are joining the team of people are transitioning to new roles. So for me, that was the main part I will say that I really appreciated.

MARCO

Yeah, I think for both of us as well, that kind of the very international atmosphere and working with a small team, it's just such a, it's such an important part of the whole process. And for me, it was like nothing that I've really experienced before. So I know that I found it, I found it really enjoyable. It just out of curiosity, how many? How many are in the process? How many students do you have in the year?

The Modern MBA

I think the class as an increase the beat in terms of quantity of students, but steel deck is one of the objectives of the deck to teach keep quite a small class. Yeah, whoever kind of, I will say customise an approach for every student as much as possible.

MARCO

Yeah, that's true. That's very true. Exactly. And plus, just to add something at the deck, again, I don't know if it's the same, but in the other MBAs about we had a very high in international rate. So basically, we are, if I remember correctly, 35 different nationalities in the class out of 90 students. So we have a very diverse group. So sometimes you work in a team, maybe with people from Asia, from China. So of course, you learn how to how to work with them, because they are completely different, for example, from European or maybe Italians, even more, or sometimes you were working with Americans, for people from South America. So was definitely a plus, I would say maybe, at the beginning a bit complex, because of course, you're not used to dealing with so many different nationalities, but definitely at the end was very enriching.

The Modern MBA

Yes, absolutely. It was, I would say, if I may, Marie, for both of our behalf it was really, as you said, an enriching experience. And quite similar in that thing. We were 33 nationalities. So if you have a very high ratio of international students, and it's a really steep learning curve, in the beginning, just getting used to that the complexity of it all. What was the biggest challenge in securing your neural with Microsoft?

MARCO

Yes, so, as I said, I will say, so, in securing the role was definitely to go through the selection process, because as you may know, these type of MBA programmes are require going through a selection process. So definitely, that needs a lot of pre preparation, because the steps are different. And so I will say that that was definitely one of the most challenging things to join the company. And then I will say that after you join the company, definitely, the complexity of these big multinational companies, is where I will say, I face the biggest challenges, especially because I was coming from a family business and meet, let's say, a middle-sized company. So in order to understand how such big multinational works and to put together all the pieces, it definitely takes time. So I will say these were the most the biggest challenges for at least to me.

The Modern MBA

That's interesting, actually, it touches on touches on two of the next questions we have and so, about that kind of, I would say culture shock of moving from a family business to it to a major tech giant like Microsoft, what did you do in order to mitigate that in order to relieve I guess that initial shock?

MARCO

Yeah. So I will say that my first recommendation is to keep calm. Because especially when you come from a small company where everything is faster, right, so you are used to, okay, let's do that you took maybe two to three people and, and you try to get things done. Of course, as you can imagine, in Microsoft is not that fast. Even if I was like, enough to be in, in two teams of people, which were really very pragmatic. So my managers were and are very pragmatic. So it's still at the end, I still find, especially in the second role, as I said, an entrepreneurial type of context. But obviously, the complexity here is, is completely different. So the advice that I will give to, to Marco three years ago, would be keep count, you will not get everything done right away, you will not understand everything right away. Just a simple example, in Microsoft, we love acronyms. Everything is an acronym at the beginning. To be honest, I was not an instant understanding 50% of what I was told, because I, I don't know I was really not into this acronym oral that was obviously not aware of what though, was acronym meant. So I would really say try to, first of all, keep calm, try to set up to three priorities, especially the beginning, on what you want to achieve, being Of course, let's say mindful of your limits, especially the beginning, because you can't know everything right away. And especially maybe you are an ambitious person. Of course, you strive to do your best since the beginning, but obviously, you need to know that, especially at the start of it, it might be hard, because if he needs time,

The Modern MBA

that's great advice. And especially, I think, especially as you said, if you're ambitious, to kind of remind yourself that it's okay, you need to be calm down, be patient. Just going back, I think some listeners might be interested in knowing if you can share about that MBA development programme process, what the experience was like?

MARCO

Yes, so experiences, were actually different my experience because I know that the process actually changed a bit in the last years. So my experience where was purely digital. So I had to go through several steps of the selection process, starting from the standard interviews with HR, of course, we the Managing Directors, with directors, and then of course, you have to kind of prepare a business case that you have to discuss based on a specific topic. So and I know that, for example, prior to that, and I know if now, for example, that the Mac MBA program, which by the way for context, is not called Mac MBA anymore at Microsoft, but it's called Aspire, just purely for information. So I don't know if now it became completely digital, as it was ready for me or if it got changed. But I will say that, yes, it's a miracle foundation is definitely to prepare very well, for the interviews for some of the people. So I will say to understand who they are to maybe it's a tie a beat through LinkedIn, there, the teddy bear background, to really be prepared, first of all, and to really touch and cover the right points during these interviews, because sometimes are even fast, or maybe they take 30 minutes, 45 minutes. So you really need to touch the right points and to show to them force, your reasonings and you’re why the reasons why you want to join the company, you want to take that role. And then secondly, so it's also to, to be prepared about the company itself, in terms of business and strategy, and also in terms of values. So Microsoft, especially with a new CEO, Satya Nadella would join a few years ago. So the company has really experienced a mindset change and as being experienced is a mindset change since Satya joined is the new CEO and so he really wrote like these new approaches, I will say, in this new focus to company values, which is very, very important right now. And which is really something that you really feel in a company is not something just on paper, and all the theoretical, but it's really something that we really feel as employees of Microsoft. So I would really say to, to be prepared on the values of the company and the culture of the company to also show why and if you are aligned with those values.

The Modern MBA 20:31

That's really nice. It's really interesting that you emphasise that as well, because I'm so as part of the work MBA, I actually went on a track to Dublin a technology track, which included a visit to the Microsoft headquarters there. And I think the thing that we all came away from that visit was really an understanding that the values and the culture how important that is to the company. Yeah, it's interesting to see that the author emphasized that as well. So then, again, kind of going back again, to maybe before you knew that you're going towards Microsoft when you were just applying for roles. Were there any specific changes or tweaks you made to say your cover letter or your CV to, to bring out the skills you had without focusing too much on coming from a family business?

MARCO

I will say that, I will describe these, these, this process of, let's say, making the right CV in two different steps. So when I started the MBA, and so in the first month, we already had, of course, some opportunities to network to meet some companies at the deck. And that was the moment in which I was, I would say, a bit more careful about talking about my family business. So I was not really let's say, I am lighting that in my CV, I was mainly talking about my company as it's a generic company. So obviously, I was describing what I did. And I was providing, of course, details about my marketing role. And of course, managing the team. And I will say, the results that we achieved, which, of course, is definitely something that is important to show on a CV, so not being descriptive about like the type of role but always showing the impact that you add in you in your role or in your previous roles. And then I will say step two, was more towards the middle. And the end of the MBA, when I started understanding, actually, for some companies was a plus to have these entrepreneurial backgrounds and this family business background. So that was the moment in which I started, actually, I lacked in the fact that it was actually positive to have that experience, because it was, let's say something different than that not all of the people in my class, for example, add on their CV. And in since I was, I was looking into joining companies like Microsoft tech, let's say companies, I really understood that these companies, they actually appreciate people with a diverse background, people with, let's say, more entrepreneurial backgrounds. So that's when I started, let's say talking about that a bit more.

The Modern MBA

So in that respect, it's really a matter of knowing the company you're looking at, and whether and pout and how to play up or play down in the background.

MARCO

Exactly. I will say, and, and to be honest, in general, I will say don't be, don't be afraid of who you are. Because sometimes what can like seemed to you may be as a negative as a minus, it can be actually a plus and that's who you are. So try to get the out the max out of that. Because maybe you're not understanding in that moment. What's the real value of that? And secondly, as you said, of course, in general, understand, oh, you're talking to in order to customise a beat, of course, your CV or your experience in order to make sure that what you are you are I lighting is what the company is looking for. And that obviously requires preparation because you need to prepare, and you need to know who is in front of you in terms of personality.

The Modern MBA

That's great. That's really valuable advice. Any tips you have for MBAs wanting to move from, say a family business into a multinational company?

MARCO

Yes, so one is definitely what I said at the beginning. So don't expect So if you are looking into joining a big multinational company from a family business, it can sound obvious, but don't expect to find the same type, type of approach and to work and in context. So keep calm, maybe especially beginning set up to three priorities. to really show where your impact is, of course, don't expect to understand and know everything right away, because it's not going to happen. So even if you're ambitious, keep calm. Keep doing what you, your two, three priorities are. And you will see that of course, at the end, everything will become a bit clearer. And secondly, I will say, always keep a growth mindset. Because there's a tone that you can learn moving from a family business to a fast-moving company like, it can be my Microsoft, or it can be Google or whichever other big multinational, there's really a lot that you can learn. So don't be afraid or don't be concerned of not knowing, because that's part of the game, especially beginning. So be open, really show that you want to learn not only to others, but to yourself. It will, it will take time, but you will get there.

AFTER THE CHAT

The Modern MBA

So it sounds like the entrepreneurial experience Marco gained from working in a family business was really recognised by Microsoft for the benefit that it is. And to me, I guess, coming from an entrepreneurial background myself, that was a breath of fresh air to hear.

The Modern MBA

Yeah, it is really good to hear that firms like actually recognise the value of it. I also really liked the fact that a Mako talked about kind of keeping calm through that initial culture shock as well. Because going from like a family business to a large corporate organisation, it's a massive change and was potentially quite challenging. It's also a great opportunity as well. And I think if there's one thing that doing an MBA here crispy for it is kind of like adapting quickly to new environments. Constantly. Yeah, I liked what he was saying about how they change teams, every team as well. So we obviously have something similar at wbs where you're working in different groups, of teams of people. And yeah, just how that kind of really forces you to be able to get comfortable quickly with lots of different working styles. Yes, it keeps you on your toes. Yes, it definitely does.

The Modern MBA

Well, that's all for today's modern MBA podcast. I'm Kristin. And I'm Marie, and until next time, bye