Roy Sanford VP and GM of High Velocity Products, Unitrends

Unitrends, Inc., in enterprise cloud recovery, announced Roy Sanford as the company’s VP and GM of high velocity products.

In this role, Sanford will be responsible for driving small business customer acquisition and retention through new low-cost, high-transaction offerings and a customized go-to-market strategy.

“The data protection struggles of small businesses rival those of their larger counterparts, and are exacerbated by IT budget and personnel constraints,” said Mark Campbell, chief marketing and technology officer. “Unitrends was founded on the principle that enterprise-grade backup and DR solutions should be attainable for even the smallest organizations. Roy’s appointment demonstrates our continued commitment to helping this important sector achieve data protection peace of mind with a lower cost-to-serve approach.”

Unitrends has maintained an unwavering focus on delivering low-cost, high-volume products to small businesses. For example, the company recently unveiled Boomerang, a virtual appliance that enables virtualization administrators to simply and affordably move VMs from VMware to Amazon Web Services. With Boomerang, companies can leverage a hybrid cloud approach to cloudburst, protect and migrate VMs – and the first VM is free forever.

 Roy Sanford is a marketing and business development executive with experience working for technology start-ups and Fortune 500 companies. Prior to joining Unitrends, he served as the CMO and SVP sales and marketing at global software development firm Rocket Software. Before that, he was the CMO at Stratus Technologies, where he was responsible for worldwide marketing, U.S. channel sales, business development and product management. He has also held a variety of executive positions at EMC Corporation over the span of 14 years, including VP marketing and alliances, SaaS; VP of global product sales, CLARiiON BMT; VP marketing and alliances, Centera Division; and VP of global alliances.

“My immediate goal is to rapidly expand sales revenue in the small business segment by bringing to market innovative low-cost offerings that are easily accessible through digital means,” said Sanford. “Unitrends has consistently delivered iron-clad data protection solutions at the industry’s lowest TCO, and I look forward to furthering the company’s leadership while extending the benefits of Unitrends’ award-winning technology to small businesses worldwide.”