Life in the channel
CHANNELLING PARTNER ENGAGEMENT AMD’s EMEA channel lead, Anjana Srinivasan, discusses the company’s
growing momentum, the push for clearer partner engagement, and why AI driven infrastructure is reshaping expectations across the channel.
What first drew you to the technology sector, and how did that path lead you to AMD?
I was drawn to technology because it sits at the intersection of innovation and real business impact. Troughout my career, I’ve worked where sales, marketing and operations come together, helping launch products and scale programs with OEMs, distributors and resellers across regions. Tat gave me a wide view of what partners need most: margin, growth and consistency. AMD was a natural next step because it is a company that does what it says, and in the channel that’s what matters.
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Before joining AMD, which roles or experiences most affected your approach to channel leadership?
Several roles shaped how I think about channel leadership, particularly working across sales, marketing and operations in partner-led environments. I’ve spent a lot of time launching new programs, scaling go-to- market motions, and working closely with OEMs, distributors and resellers across regions. Tose experiences taught me that strong channel
leadership is about clarity and consistency, clear priorities, simple programs, and predictable execution. When partners know what to expect and feel supported,
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