Avaya names new channel leader

Nidal Abou-Ltaif, area VP, Avaya Emerging Markets

Avaya has appointed Tarek Hassaniyeh as regional channel leader for the emerging markets. Hassaniyeh takes over the regional channel responsibilities from Roger El Tawil, former director of channel and marketing for Avaya in the Middle East and now MD for Avaya in the Gulf and Pakistan.

Based in Dubai, Hassaniyeh will head Avaya’s channel business throughout the Middle East, Africa and Turkey. He will be responsible for enhancing Avaya’s channel capacity in the region as well as overseeing the Avaya Connect Partner Program allowing channel partners to grow their businesses by expanding financial benefits, enhancing technical, marketing and sales support and providing a highly effective, simplified training and certification programs.

“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,” said Hassaniyeh. “We already have a well established channel base and excellent partner program; my immediate focus is to engage more with existing partners, onboard strategic partners across the region, while ensuring smooth roll out of Avaya’s partner initiatives.”

“With the appointment of Tarek, we reiterate our focus to streamline and simplify the way we do business. With almost 90% of Avaya’s business conducted through the channel, we believe that a good partner network is critical to our success, and we will continue to strengthen and support the channel in whatever way we can,” said Nidal Abou-Ltaif, area VP, Avaya Emerging Markets.

“Hassaniyeh has led highly diverse teams that spread from Middle East Russia and Turkey. With his wealth of channel experience in the MEA region, Tarek is very well regarded throughout the industry, and he will provide critical input to our team as we continue to drive our high-touch channel-centric strategy across Emerging Markets. We are confident he will excel in this new role by deepening existing partner relationships and expanding Avaya’s partner base to fuel significant business growth. Avaya welcomes him onboard and extends our support to help him achieve his goals.”

Hassaniyeh comes with many years of regional channel experience where he was instrumental in growing and developing the business for companies like Symbol Technologies and Motorola. He joins Avaya from Motorola’s Enterprise business where he was an active force in establishing and growing their presence in the Middle East.  He held multiple roles and responsibilities, which includes managing the channel and distribution and overseeing Motorola’s enterprise business in the CIS, Turkey and the Middle East.