Aruba, a Hewlett Packard Enterprise company (NYSE:HPE), has announced the appointment of Sherifa Hady as the Channel Sales Director for Europe, Middle East and Africa. In her role, Hady will oversee the channel team, working closely with them to build partnerships with resellers and distributors across the region, exploring new and existing opportunities for mutual business growth.

“The channel is at an inflection point. Enterprises are facing an urgent pressure from digital transformation to evolve the role of technology within their business. This is driving new opportunities, as well as some challenges, for the channel”, said Sherifa Hady. “I believe that as a strategic partner, Aruba has an incredibly important role to play in enabling our partners to succeed in this transition, and I’m looking forward to working closely with all of our partners across EMEA to achieve that goal”.

“As the enterprise looks for new technologies and partners to help them unlock the opportunities at the edge, the networking industry must evolve with our customers to anticipate their pain points and needs,” said Morten Illum, EMEA Vice President at Aruba. “Sherifa’s wealth of experience working with the Channel in EMEA ideally positions Aruba to help grow market share and strengthen our channel portfolio.”

Prior to her new role at Aruba, Sherifa spent 18 years with HPE, building experience of working closely with partners in the region. Her roles have included Distribution Director (CEEMA), Channel Manager (English Africa), and managing the Retail & Consumer Business Unit in the Middle East and, most recently, as the Managing Director for HPE in South Africa.

Her success and dedication has been widely recognized by the industry,  including being awarded the Excellence in Technology award at the of The Arab Women In Leadership and Business Summit in January 2020, No.1 Channel Champion for Middle East and Africa by the ‘Channel Middle East’ October 2017 edition and Woman Executive of the Year by online magazine ‘Reseller Middle East’ at their Excellence awards in 2016.