Life in the Channel


“Across CPUs and GPUs for datacentre and client, the roadmap gives partners multiple ways to build durable offers.”


they invest. Tat mindset has stayed with me and strongly influences how I build teams and strategies today. Working across different regions has reinforced how important it


is to balance consistency with local relevance. EMEA is incredibly diverse, so you cannot take a one-size-fits-all approach. My focus is to bring consistency to how we engage partners across the region, while still respecting the unique dynamics, maturity and opportunities in each market. Tat means clear enablement, stronger local relationships and a strategy that reflects both regional priorities and the realities of the local market.


What was your first impression of AMD? What stood out most was the level of momentum across the business and the clarity of ambition. Tere is a strong belief in the roadmap, but also a real willingness to listen, adapt and execute. I was also struck by how much pride there is in delivering what we promise, and it was clear that AMD has a significant opportunity to keep expanding in the channel, especially as partners look for more choice and a vendor that is consistent and easy to work with. Since stepping into the role, my priority has been to connect


with our teams across EMEA and with our partners in-market. Te region is incredibly diverse, and it’s important to me that we approach each market with both curiosity and deep respect for its unique dynamics and strengths. Another key focus has been collaborating across AMD to help


shape a world-class commercial channel go-to-market strategy. Tere’s already a lot of great work underway, and it’s a fantastic time to be at AMD. Tere is real momentum, and I’m excited to help land that strategy with our incredible partner ecosystem. AMD offers a powerful lineup of products that help businesses


and consumers get more done, faster and more efficiently on the datacentre and client side. With increasing adoption across industries, AMD is clearly on the rise. Now it’s about amplifying that innovation and taking it to market with our channel partners in a way that drives value for both our partners and customers.


How has your experience helped you address supply, forecasting, or bid support issues? Working across multiple regions has reinforced that while markets differ in maturity and dynamics, the fundamentals of strong partnerships are the same everywhere. Partners value clarity, consistency and trust, regardless of geography.


50 | May/June 2026 My experience has shaped a leadership approach focused on early


engagement, transparent communication and predictable ways of working across regions. When partners know how we operate and feel confident in the partnership, it enables better planning, stronger collaboration and better outcomes for customers over the long term. One of the biggest opportunities was to make AMD easier to


navigate by providing clearer messaging, more consistent enablement and faster access to the right people. We also saw room to strengthen distributor investments and expand specialist coverage so that partners can access AMD across systems and solutions, not just components. My goal is to make it easier for every seller to understand the AMD story and turn that into revenue. Te most important thing is that AMD’s opportunity is broader


than many people still assume. We want partners to see AMD not only through a client lens, but as a strong client and server story, especially as demand grows for AI-ready infrastructure. Across CPUs and GPUs for datacentre and client, the roadmap gives partners multiple ways to build durable offers. My team is helping them translate that roadmap into repeatable and consistent channel plays.


Can you tell us anything about upcoming partner initiatives? What I can say is that we are continuing to invest in the fundamentals that matter most to partners. Tat includes more dedicated partner coverage, adding more datacentre and cloud specialists, and landing simple but compelling programs that move the needle. Additionally, enablement is a key focus for us, particularly in


datacentre. As technology moves faster, partners who stay current and confident will differentiate themselves. Tat’s why we’re investing in face-to-face datacentre bootcamps and expanding certifications, giving partners the skills and credibility to turn the AMD roadmap into real customer value and make a tangible difference in the markets and communities they serve.


What trends are you seeing in terms of channel partners? One of the most transformative trends is the widespread adoption of AI, from cloud to client to edge. Tis shiſt is poised to redefine how the IT industry and channel operate. AI PCs are no longer just a technological upgrade; they’re quickly becoming a strategic necessity for organisations aiming to remain competitive in an increasingly AI- driven economy. By enabling real-time, on-device AI capabilities such as automated


content creation, intelligent data analysis, and streamlined workflow management, businesses can reduce dependency on the cloud. Tis localised processing not only boosts performance but also enhances data privacy and control. Tis evolution empowers the channel to deliver more responsive,


efficient, and secure solutions, aligning with the increasingly complex demands of modern digital transformation efforts.


Finally, if you could give your younger self one piece of advice about working in the channel, what would it be? Take the first step and keep going. Early in your career, the path ahead can feel much bigger than it really is. What I’ve learned is that progress happens one step at a time. Say yes to opportunities that stretch you, trust yourself to learn, and keep building experience steadily. Tat is how careers are built in the channel.


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