The former head of Dell Europe has popped up at Santok Enterprises to run the firm's mobile devices operation.
Mark Ormerod has been vice president and general manager at Dell Europe and also enjoyed a spell before that as group managing director at the Caudwell Group.
His brief at Santok, which specialises in the mobile telephony market, will be to grow its share and to work with resellers.
Group Managing Director of Santok Enterprises, Jay Pau said that Ormerod had the knowledge and experience to drive the business: " His knowledge of this environment adds huge value both internally and also to our channel partners."
In response, Ormerod said that he would be looking to "develop Santok's reach even further in terms of new markets and business offerings".