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Nortel Channel Leader Joins Brocade

Brocade (BRCD) 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 on the heels of Brocade launching its new channel partner program, 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 programs. Giddins has more than 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 optimize their IT environments and deliver true competitive advantage,” said Giddins. “Our aim is to develop a global program 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 U.K. 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. Giddins graduated with a Bachelor of Arts degree in Modern Languages and has a postgraduate degree in business with French/Spanish from the University of Bristol.


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