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Ex-Nortel channel leader joins Brocade

Amanda Giddins appointed just as company launches its partner programme for the EMEA region

Nortel's EMEA enterprise channel leader Amanda Giddins has now joined Brocade as its new regional channel sales director just as the company embarks on its new partner programme.

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.

With more than 18 years of accumulated sales, marketing and business development experience, Giddins will now be responsible for charting out channel strategies for Brocade and working with the company’s EMEA sales network to spur on channel recruitment and sales programmes.

“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."