Amanda Giddins EMEA Channel Sales Director for Brocade

Brocade Communications Systems, Inc. has appointed Amanda Giddins as its new EMEA Channel Sales Director, signifying the company’s commitment to bolster its EMEA channel and drive business opportunities across the geography. This appointment comes at the same time as Brocade launches its new channel partner programme, which Giddins will spearhead across EMEA.

 
In her new role at Brocade, Giddins will be responsible for developing channel strategies and working with the Brocade EMEA sales network to define and accelerate channel recruitment and sales programmes. Giddins has over 18 years’ experience of sales, marketing and business development in the global telecoms and networking market place, most recently as Pan European Channels Leader, Enterprise, Nortel, EMEA, where she was responsible for Nortel’s Distribution and Indirect Channel Business across the region.

“The opportunity facing Brocade and its channel is immense, as businesses look to embrace end-to-end data networking solutions that can optimise their IT environments and deliver true competitive advantage,” said Giddins. “Our aim is to develop a global programme that is selective, differentiated, profitable and fosters a high return on partner investment, and the team in EMEA is relishing the challenge.”

Giddins began her career with Olivetti Systems Division and moved on to develop a joint distribution arm with Hewlett Packard to drive its dealer network in the UK. Following this, Giddins was involved in the European start-up of Xylogics, Inc. in 1992, and joined Nortel at the time of the Bay Networks acquisition.

At Nortel, Giddins was responsible for driving the business and sales strategy through pan-European and regional distributors and growing Nortel’s indirect reseller revenues to reach Enterprise and SMB customers. During her tenure at Nortel, she successfully grew indirect reseller business year on year in Europe.

“Amanda’s reputation in the industry is second to none, and her addition to the leadership team further enhances our value proposition to the channel,” commented Barbara Spicek, vice president of Worldwide Channels at Brocade. “I am confident that her team will help the Brocade channel reap the benefits of the new partner programme.”

Giddins graduated with BA (Hons) in Modern Languages and has a Postgraduate Degree in Business with French/Spanish from the University of Bristol.