ShoreTel has appointed Emma McCormack as director of Marketing, APAC, in a bid to boost the company's channel strategy.
The unified communications platform provider says McCormack will be responsible for ShoreTel’s marketing strategy across the company’s Asia Pacific region, which currently encompasses 12 countries.
This newly-created position is aligned with ShoreTel’s APAC investment and growth strategies, with the role set to be based in Sydney.
McCormack’s initial priorities are to continue to build brand awareness and demand for ShoreTel’s product and solution sets, and to further develop ShoreTel partners’ sales and marketing capabilities in the APAC region.
“ShoreTel has a 100 percent channel strategy, so it is absolutely critical that our sales and marketing efforts are focused on delivering outcomes for our partners," says Jamie Romanin, managing director, ShoreTel ANZ.
"Emma’s capabilities in enabling partners and providing the level of support required for their sales teams are second to none.
"With more than 15 years’ experience in marketing roles for IT vendors, including the past nine specialising in telecommunications and contact centres, she has developed a deep understanding of the channel and what our partners need."
Romanin says McCormack has experience across all areas of IT vendor marketing, with roles covering marketing operations, channel marketing strategy, analyst relations and marketing programme management.
“Emma has a strong record of marketing success, and we are very excited to have her on board,” he says.
With an extensive marketing experience in the IT industry, McCormack leaves Avaya after nine years as Marketing Programmes manager for the company's contact centre solutions.
“I’m looking forward to working closely with ShoreTel’s distribution and reseller partners as well as with the strong customer base we have across the region," she says.
“ShoreTel has had a great deal of success in displacing complex legacy vendors with its brilliantly simple communications solutions and I plan to develop innovative sales and marketing programmes to attract even more customers in the APAC region.”