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Avaya hires new chief to run channel business

Duties will include monitoring channel capacity and driving partner sales in the MENA region

Tarek Hassaniyeh will be responsible for Avaya’s channel activities in the Middle East, Africa and Turkey.
Tarek Hassaniyeh will be responsible for Avaya’s channel activities in the Middle East, Africa and Turkey.

Enterprise communications vendor Avaya has completed its six-month search for a new Middle East channel manager by hiring Tarek Hassaniyeh from Motorola's enterprise business.

Hassaniyeh will fill the position formerly held by Roger El Tawil, who became Avaya's managing director for the Gulf and Pakistan at the end of last year.

Hassaniyeh's role will be to spearhead Avaya's channel business throughout the Middle East, Africa and Turkey, and ensure that the company has suitable channel capacity in the region. He will also oversee the local deployment of Avaya's Connect Partner Programme, with a particular brief to encourage resellers to use the tools available to them.

Almost 90% of Avaya's business is conducted through the channel in the Middle East.

"As channel leader, I will be working closely with the sales, distribution, channel and marketing organisations in order to grow Avaya's business throughout the region," vowed Hassaniyeh.

"We already have a well-established channel base and excellent partner programme; my immediate focus is to engage more with existing partners, onboard strategic partners across the region, while ensuring the smooth roll-out of Avaya's partner initiatives."

At Motorola, Hassaniyeh helped to establish and grow the company's presence in the region. He held multiple roles and responsibilities, including managing the channel and distribution business for Motorola's enterprise business in the CIS, Turkey and the Middle East.

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