Brocade names Soto as EMEA sales boss
by Stuart Wilson, Monday 14 June 2010
Brocade has appointed Alberto Soto to lead its EMEA sales organisation effective from the beginning of July. Soto joins Brocade from HP where he was VP and general manager of the vendor’s ProCurve networking division in EMEA. Soto replaces Ulrich Plechschmidt as EMEA sales boss at Brocade. Plechschmidt is heading across the pond to Brocade’s US corporate headquarters to lead the global sales enablement and OEM marketing departments.
In his new role Soto will report to Ian Whiting, senior VP of worldwide sales while Plechschmidt will report to John McHugh, VP and chief marketing officer. Brocade reckons that Soto’s extensive networking industry expertise will help the company expand its footprint in the EMEA market, in particular by bolstering relationships with channel partners and distributors.
“As we outlined at our recently held technology day, we see opportunities abound across the networking industry, which we believe is undergoing another major innovation cycle,” said Whiting. “Veteran leadership like the kind Alberto brings to Brocade is crucial for our company to separate from the pack in a hyper-competitive yet strategically important market that EMEA is.”
Before joining HP ProCurve, Soto was the country manager for 3Com in Iberia where he grew the business to more than US$200 million per year.