Avanade appoints new GM of UK and Ireland

Paula Panarra to tackle the Microsoft services market opportunity

Microsoft solutions provider Avanade has appointed Paula Panarra as new general manager for the UKI to “achieve new levels of growth.”

Panarra’s mission will be to drive the company’s strategy in the UK and Ireland and further consolidate Avanade’s position in the region.

An industry and company vet, Panarra joined Avanade as GM of Iberia (Portugal and Spain) in April this year.

She previously spent 15 years at Microsoft, where she held important national and international leadership roles, such as general manager of Microsoft Portugal, global director for retail and consumer goods within Microsoft’s business applications sales division, and global business applications value lead.

The Portuguese national will now transfer her extensive list of skills to the UK and Ireland, where she will aim to tackle the Microsoft services market, expected to increase considerably over the next three years, reaching $168bn (£133.5bn) in FY27, compared to $125bn in FY24.

The reseller will aim to tackle this growth by helping clients optimise their technology investments across the entire business and technology stack to improve resilience and increase customer success.

The company currently ranks number 16 in CRN's Top VARs 2024 list.

“I’m looking forward to supporting our UKI clients on their journeys to achieve new levels of growth and setting new benchmarks in Microsoft solutions,” said Panarra.

“We’re at a pivotal moment for AI - when done right, technology can achieve impactful, far-reaching results that transcend traditional solutions.

“Together we can foster responsible, meaningful change that drives positive organisational impact, resonates deeply with our clients, and contributes to a better future.”

In addition to reinforcing its presence in the UK, Avanade has also expanded its influence across Europe over the previous year through the acquisition of Asysco in the Netherlands in 2022 and the launch of a technology hub in Italy in 2021.

Panarra will assume her new role on 1 December.

This announcement follows the appointment of Rodrigo Caserta as CEO of the company in August, in a move to reinforce the firm’s position in the Microsoft services sector.