Davis becomes VP-CMO @ APC

Global leader in power management solution, the Rhodes Island-based American Power Conversion (APC), has appointed Mr. Aaron L. Davis as the Vice President to head its newly created Communications and Marketing Office (CMO).

Revealing this development, APC president and chief executive officer, Mr. Rob Johnson, said that in this role, Mr. Davis is expected to direct the overall branding and demand creation strategies for the company's global go-to-market teams.

According to him, APC's strengths include its broad presence across multiple product categories, apart from depth in multiple sales channels, and a strong, recognizable brand in all major geographies.

He said, “However, optimizing the solutions presented to our customers and ensuring that global brand communications enforce our competitive positioning has become more of a challenge as our success has grown in both transactional and relational sales segments.”

He expressed believe this organizational change will ensure continued excellence in global brand building and more efficient demand creation.

Mr. Johnson also said that a recent survey by Ogilvy Research of IT and Facilities professionals demonstrated the tremendous success the company has had positioning its innovative InfraStruXure architecture, with respondents from companies with greater than 1000 employees.

He noted that the study showed APC as a "trusted and reliable partner" for data centre solutions at twice the rate of the leading incumbent supplier of cooling products.

Describing Mr. Davis as an active speaker and commentator in the high-tech marketing community, Mr. Johnson further said that Davis has more than 17 years of experience at APC, during which he has held a variety of marketing, channel management and sales positions at the company, including worldwide vice president of sales and marketing for the Small Systems Segment (1999-2003), and most recently serving as vice president, worldwide marketing and communications.

In 2003, Computer Reseller News named him a Top 25 Executive and he has received nominations for Marketer of the Year from Marketing Computers.

Mr. Davis holds a bachelor's degree from Johns Hopkins University and a master's degree from Columbia University Journalism School.

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