Avaya announced today the appointment of Fadi Moubarak as Channel Leader for Avaya International, which covers Europe, Asia, the Middle East and Africa. This role will see Moubarak spearhead a new channel strategy focused on driving digital transformation in the enterprise and midmarket sectors in these key regions for Avaya.

The move is part of Avaya’s successful transition to a software and services-led company, which now account for more than 76% of total revenue, with Moubarak responsible for attracting and developing partners capable of deploying Avaya’s latest innovative solutions and platforms, such as Avaya Breeze, Avaya Oceana, and Zang. He will also focus on increasing adoption of the Avaya SDN-Fx networking architecture among core partners, and targeting the midmarket space with channel programs such as the MM Select program and Powered by Avaya Hosted IPO solution.

Nidal Abou-Ltaif, President, Avaya International said, “Fadi’s deep understanding of the channel community priorities and the regional business environment has been a strong driver of Avaya’s success in the MENA region. I am confident that he will continue to help drive our go-to-market strategy, and achieve equal and greater success in this new role covering a wider and more diverse region.”

Moubarak has been with Avaya since 2013, having successfully overseen the channel engagement strategy for the AMEA region, while keeping it aligned with sales execution and coverage to drive incremental business. Having been in the technology sector since 1990, Moubarak brings a deep understanding of the industry to his new role. He holds a Bachelors in Electrical Engineering from the American University of Beirut, and an MBA from the Edinburgh Business School. Based in Dubai, Fadi is also a board member of the American-Lebanese Chamber of Commerce.

Fadi Moubarak, Channel Leader – Europe and AMEA, Avaya said, “The success of a channel strategy is built on the strength of the solutions and offerings a company brings to the market, and Avaya is delivering solutions that help our customers achieve their digital transformation goals at their own pace and path, in a model of their choosing. We are helping our partners play their part in digital transformation, giving them the tools needed to drive growth. I look forward to driving the Avaya brand across a wider region.”