Fujitsu appoints Anna Soriano as Channel Sales and Distribution manager


Fujitsu has appointed Anna Soriano to the newly created role of Channel Sales and Distribution manager. Anna will be responsible for significantly growing Fujitsu’s channel business across Oceania, as well as directly managing the distribution of Fujitsu products.

Anna has more than 20 years’ experience in channel and distribution sales, marketing, and strategy. She has worked across Australia, New Zealand and the Asia Pacific/Japan region as a strong channel advocate. In her previous role as global head of distribution strategy at Dell Technologies for APJ, Anna identified and developed strategic initiatives to drive change management to accelerate the growth of distribution in the region.

Anna was also Director of Channel Sales and Marketing for Asia Pacific and Japan at Wyse Technology, which was acquired by Dell in 2012. Anna led and managed the integration of Wyse into Dell while maintaining responsibility for Dell cloud client computing channel sales and marketing for the APJ region.

This newly created role is strategically important for Fujitsu as it continues to build on its already strong position in the channel. Working closely with other organisations is crucial to Fujitsu’s approach of human-centric co-creation. With flexible and efficient software-defined infrastructures from leading vendors, Fujitsu offers a range of products and integrated systems, such as Primeflex, making it easier to take customers to hybrid cloud. Fujitsu is also known for offering the industry’s lightest laptop, the number one scanner, exceptional artificial intelligence (AI) products, and the Gadi supercomputer.

Silke Barlow, Head of Platform Sales, Oceania, Fujitsu, said, “Anna is a strong channel advocate, having spent her career in various senior distributor and vendor roles. She has extensive expertise in developing and executing results-driven sales and marketing strategies in partnership with channel and alliance partners. Anna has a solid understanding and passion regarding working with the channel to drive profitable business growth and add value to provide end-customer satisfaction.”

Anna Soriano, Channel Sales and Distribution Manager, Oceania, Fujitsu, said, “Technology is the most important enabler for a business. Fujitsu has end-to-end infrastructure products and a fantastic portfolio that stands to benefit organisations as they chart a course towards full recovery following COVID-19 and beyond.”

“Working closely with chosen channel partners will be crucial in the efforts to digitise Australia. Fujitsu is looking to help those partners in working with their customers on the digital transformation journey. I look forward to working with our distributors and chosen channel partners, while putting Fujitsu on the radar of new organisations who can benefit from Fujitsu’s complete range of products. I’m passionate about the channel and I will be leveraging my past relationships with our global alliances to create localised solutions that will benefit our channel community.”


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