New Avaya Americas International channel chief Aguirre to work with Canada channel chief Auld

Santiago Aguirre, who adds Canada to his Caribbean and Latin American responsibilities, says this will leverage regional strength to strengthen Avaya in Canada, and that he won’t be disrupting Auld’s work in Canada.


Santiago Aguirre, new Channel and Distribution Director for Avaya’s Americas International region.

Unified communications vendor Avaya has named Santiago Aguirre as Channel and Distribution Director for the Americas International region. That includes Canada as well as Latin America and the Caribbean. It also expands Aguirre’s responsibilities. Previously, he was the Channel and Distribution Director for the CALA [Caribbean and Latin America] region.

So how does this affect Avaya Canada channel leader Rob Auld? Not much, according to Aguirre.

Aguirre said that his new role reflects a division of responsibilities of former Avaya Canada channel chief Miles Davis, particularly in the uniting of the distribution focus. Avaya has strongly indicated it intends to leverage distribution more effectively than in the past at its Avaya Executive Partner Forum in San Diego.

“I have new responsibilities in distribution, as I will be picking up Canada as well,” he said.

Aguirre said that he won’t be intervening in the actual channel management job in Canada however.

“I won’t be disrupting anything,” Aguirre said. “My role with respect to Canada is to support Rob and give more leverage with the rest of the region. It will also assist taking best practices and putting them into Canada, and giving a clearer corporate alignment.”

Aguirre had run channel and distribution Director for the CALA region for approximately two and a half years. Before that, he worked for Avaya competitor Cisco, where he was Latin American-based Regional Manager, Global Accounts Americas for almost four years, and won the 2012 and 2013 Manager Excellence Award. Previous to that he was Cisco’s General Manager, Colombia – Ecuador for almost six years.