Azlan has tempted Simon Welch out of a brief retirement with the offer of becoming its product marketing director.
The appointment of the enterprise distribution veteran is likely to raise a few eyebrows at former employer Avnet, which has previously strongly criticised Azlan for poaching staff to head up emerging business units.
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Welch said he was impressed with the "vision" presented by Azlan boss Ian French as the distributor scales a mid-market data centre operation to compete with Arrow ECS, Avnet and Ingram Micro which acquired CCD last year.
"Azlan is being assembled with a team of industry heavyweights," he told MicroScope, "but behind that business is [parent] Computer 2000 which has a big scale and low cost engine, these are key differentiators."
Welch started at Azlan last week and is trying to decipher vendor strategies to "create marketing programmes" that it can push out to resellers.
He left Avnet, where he had been channel development director, in April, less than two years after joining the distributor when it acquired Horizon Technology.
His departure came at the same time as a divisional shake-up at Avnet that saw Laura Harman, move from head of the networking and security business unit to become UK sales director.