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Sennheiser hires business development manager for Pakistan

Sarmad Riaz is a broadcast and AV industry veteran

Sarmad Riaz

Sennheiser has appointed Sarmad Riaz as its dedicated business development manager for Pakistan.

In his new role, Riaz will look to expand Sennheiser’s market share in Pakistan’s pro audio segment while strengthening its channel and expanding its network of professional AV resellers.

Following an internal restructuring, Sennheiser now includes Pakistan within the remit of its Middle East sales organisation. The company has an especially well-established customer base in the broadcast sector in Pakistan.

“We have formulated a strategic two-pronged approach to build on this success and capitalise on the tremendous opportunity that Pakistan provides. By carefully assessing the market and deepening our engagement with end customers, we will develop a clear product roadmap and bring our latest and most relevant solutions to market. Simultaneously, we will expand and enable our network of qualified partners to expertly cater to this demand,” Mig Cardamone, director of sales and marketing at Sennheiser Middle East said. “With over a decade of experience in Pakistan’s AV sector and specific expertise with the broadcast segment and its associated sales channels, Sarmad is extremely well positioned to drive this strategy.”

A broadcast and AV industry veteran of over 15 years, Riaz started his career as a sales engineer at Media Links Pakistan, following which, he spent over nine years serving in core technical and sales roles at popular TV channels in the country. In 2014, he joined a Dubai-based AV solutions system integrator before moving to Advanced Media as a broadcast solutions sales manager.

Riaz said: “Sennheiser is widely recognised by TV channels and broadcasters in Pakistan as the market leader. I am excited to join the company and it is my intention to further strengthen our leadership position whilst working closely with the channel to introduce the latest audio technologies to this key market.”

Riaz holds a Masters in Electronics from the Applied Physics department at the University of Karachi.