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Dell dips into distribution for new executives

PC vendor builds consumer team by hiring ex-Redington and Metra heads

Dell dips into distribution for new executives
Vineeth Sebastian and NY Prasad have joined Dell's consumer division in the Middle East.

Dell has recruited two senior executives from its distribution channel to bolster its management team in the Middle East.

Vineeth Sebastian, former VP at Redington Gulf and a key figure behind the growth of the company's volume business, and NY Prasad, who was the managing director of broadline distributor Metra Computer, have both taken up positions at the PC and server giant inside the last month.

Sebastian has joined as director of Dell's retail and consumer operations, while Prasad has been installed as the general manager of the company's consumer business.

It is understood that Redington has already moved to fill Sebastian's position by handing his responsibilities to Ashish Bharti, the head of its PC and components division.

Metra, meanwhile, is believed to be looking for a new managing director. For now, the business remains under the control of vice-president Mohamed Eissa.

Prasad had only been with Metra for 18 months, having moved to the region from Ingram Micro, where he served as business development director for the Asia-Pacific region.

Dell Middle East appears to be keen on recruiting executives that have a track record in distribution.

Sebastian and Prasad follow in the footsteps of ex-Tech Access CEO, Tony Ward, who recently joined as commercial distribution director for EMEA emerging markets, as well as former Redington chief Mathew Thomas, who joined Dell as its consumer distribution head but quit the company for HP earlier this year.

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