Avaya promotes from within for European channel lead role

Alison Hastings to take on the top European channel job at CX and cloud collaboration vendor

CX and cloud collaboration vendor Avaya has appointed Alison Hastings as its European channel lead.

Hastings, previously the senior channel director for the UK and Ireland, will now oversee channel partner growth and the delivery of customer experience (CX) solutions across Europe, the UK, and Israel.

During her tenure as senior channel director, Hastings initiated and led various business and partnership developments.

In her new role, she will report to Cameron Thomson, group vice president for EMEA, and oversee efforts to enhance the skill sets and domain expertise of Avaya’s partners, facilitating their transition from traditional resale to advisory roles.

“Our goal is to empower partners to become consultants who can effectively guide large customers through their innovation journeys, aligning with Avaya’s strategic focus on cloud communications and services,” Hastings said on her appointment.

“Ali has consistently demonstrated leadership and a deep understanding of our company’s goals. Her new position is a testament to her ability to drive significant growth within our partner network,” Thomson added.

This appointment comes as Avaya continues to execute its transformation strategy, following a comprehensive recapitalisation and the implementation of a new customer value proposition.

The company has been actively updating its product offerings and enhancing its organisational structure, aiming to reaffirm its position as a leader in enterprise CX.