Q&A: Windstream Vet Jumps from Direct to Indirect Sales Exec at Frontier


Sales Team

**Editor’s Note: Click here to see which channel people were on the move in January.**

Frontier Communications is undergoing a transformation, expanding its commercial business and adding people, resources and process improvements designed to better assist agents in bringing on more partners and growing revenue.

One of the latest steps in this process is the appointment of Roy Labrador, a telecommunications executive with more than 25 years of experience in small, medium and enterprise sales, to national vice president of its channel partners program. He previously served as Frontier’s vice president of commercial sales-Southeast, overseeing the growth and expansion of the telecom’s presence in cloud, UC and industry-specific communication and data offerings.

Prior to joining Frontier, Labrador held positions with Windstream, EarthLink Business and ZeroChaos.

Frontier's Roy Labrador

Frontier’s Roy Labrador

“Roy brings a wealth of industry experience to this critical role,” said Michelle Wolloff, Frontier’s senior vice president and general manager. “Investing in, expanding and improving our channel-partner program is a top priority for Frontier. Roy’s leadership and track record will ensure we continue to drive our commercial-sector growth.”

Last week, Bloomberg reported that Frontier is considering a sale of ex-Verizon landline assets in California, Florida and Texas that it acquired for $10.5 billion two years ago, citing “people with knowledge of the matter.” The assets are likely to be sold in parts rather than as a single package, one of the people said. Frontier declined comment.

Last month, Frontier announced the national release of Total360 Business Continuity and Disaster Recovery Service powered by Datto. Total360 converts data directly from servers into virtual machine readable files that can be recovered from a web interface, hypervisor or virtual machine monitor.

In a Q&A with Channel Partners, Labrador talks about what partners can expect from him — and the company’s goals for 2018.

Channel Partners: How is this role different from your previous role with Frontier?

Roy Labrador: Prior to taking this new position, I was directly responsible for all sales from our direct teams in the Florida markets and the Southeast. Today I manage nationally all of our agents, all of our master agents — so anybody out there who is selling products and services of Frontier to the end users underneath our master agreements, they’re under my watch.

CP: So you switched from direct to indirect sales.

RL: It’s great to be back in the indirect channel. I have had multiple years of experience throughout my career where I’ve been responsible for indirect teams, agent programs, partner programs and dealer programs, and the biggest thing I believe in is the value proposition that our masters bring to the table and their ability to get to customers that our direct teams just sometimes aren’t because of longtime, embedded, trusted-advisory positions that a lot of our subagents hold with a lot of businesses in our footprint.

CP: What’s your take on Frontier’s channel strategy? Do you want to see changes made?

RL: Frontier has revamped our channel program here in the last 60 days to …

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