CRN 2017 Women of the Channel Details

Andrea Short

Marketing Director, Tech Data Corporation (formerly Avnet's Technology Solutions division)

Location: Tempe, AZ


Number of years in current position: 2

Number of years involved with indirect sales: 16

Fun Facts:

Has a female boss
Has an advanced degree
Has an MBA
Has worked for a solution provider organization
Has a mentor
Loves Spotify
Has a personal mantra
Has completed a marathon
Can ride a motorcycle
Had a lemonade stand

Biography and Background:
Andrea Short is the director of marketing for the HPE, Veeam and SAP supplier marketing groups for Technology Solutions, formerly a division of Avnet and now part of Tech Data. In this role, she is responsible for the team's strategic marketing direction, partner enablement, and revenue growth initiatives. Short currently is a strategic marketing leader with over 16 years of experience. The foundation of her career was shaped through a variety of roles within Avnet, including senior brand solutions leader for the HPE Storage, HPE Technology Services and State and Local Government and Education (SLED) product line businesses of Avnet Technology Solutions, Americas. In this role she was responsible for the go-to-market strategy, product marketing strategies, and MDF acquisition and management. During this tenure, she received two leadership awards and was nominated for Avnet's management immersion program. Through each position she has held, Short's responsibilities in marketing, brand solutions sales and finance have increased further driving her experience in each of those areas. Short holds a Bachelor of Science degree in Small Business and Entrepreneurship (SBE) and an MBA in Strategic Leadership.

How have you personally helped advance your company's channel business over the past year?
Over the past year, I have advanced our company's channel business through leadership, hard work and dedication by leading and developing my channel marketing team, creating and expanding partnerships with tiered resellers and suppliers, and collaborating with my internal peer groups Under my leadership, my team has worked endlessly to produce thousands of leads for our channel partners. These were delivered through the creation of 175 innovative and creative closed-loop marketing programs. These new programs were launched targeting a historically under-served audience with lead generation. In the fall of 2016, the first-ever HPE Channel Marketer Symposium was held in Phoenix. This event brought together a channel audience of like-minded marketers for an action-packed day-and-a-half of education and access to industry experts on topics like benchmarking, sales and marketing alignment, social selling, etc. As a result, new connections were forged, and our channel marketing leadership bonded together - making us stronger than ever. In addition, teaming with my peer groups to share best practices has scaled our efforts even further. Serving on the HPE Partner Marketing Advisory board and on the board of the Avnet Women's Forum has provided me with unique opportunities to further advance our channel business.

What are your goals for your company's channel business over the next year?
My goals for our channel business include expanding offerings to a broader set of engaged partners, driving more opportunities acquired from state-of-the art marketing programs to these partners, and fully enabling and engaging growth opportunities for my team. These efforts will provide us with challenges as we work to embrace the many changes in our industry, but also a great opportunity to lead through this transformation.

What honors, awards or commendations have you won over the past year?
I have been honored to serve at several local charities, and most recently these efforts touched the foster homes supported by the Ahwatukee (Ariz.) Kiwanis Club. While recognition is never my driver of the charity work that I perform, this group recognized me for my contributions. In late 2016, I received the honor and distinction of being named MVP for our FY2016 by Avnet Technology Solutions leadership. Last year, I received internal "iRecognize" awards from our division president and our events director for my leadership around our Partner Summit, as well as from a vice president on a supplier project.

Outside of your family, please name a woman you admire and why:
One woman I admire greatly is one who has no idea how much I admire her - Jessica Yeck, vice president, solutions sales, Technology Solutions, Americas. She is smart, courageous, respected and tough (but fair). She always is giving to others, the first to volunteer to help me with my charity project each holiday season, and someone I can turn to. She may not be the CEO of a large corporation, but I know there are no limits to her success. She is someone whom I've long admired, and I'm lucky to have had the opportunity to work with her.

What advice would you give to young women who want to begin careers in technology?
My advice to young women in technology is to ensure that they learn about business and financial acumen, keeping their knowledge current as the industry moves quickly - and to speak up! This advice will earn them respect and get their voices heard. Having a mentor and taking advantage of industry networking opportunities to build their networks are two more pieces of powerful advice. Working with a mentor opens up doors and provides insight to areas of improvement. Building a personal network will generate opportunities that would not otherwise exist.

If you could be any movie character for one day in real life, who would you be and why?
If I could be a movie character for a day, I would choose to be Tony Stark from Ironman. I think having his genius-level knowledge in combination with all his tools to create anything I want would be incredible. With these tools and knowledge, the first thing that I would create would be a robot gardener so that I could have all the vegetables that I want without the work of seeding, weeding, fertilizing and watering the garden. It sounds lazy, but with my schedule this would be a dream come true!

If you could travel to a city you've never been to before, all expenses paid, where would you go and why?
If I could travel to any city I have not seen before, I would travel to Saint-Tropez, France. My sister went to college in France and ultimately married a Frenchman. He has a place in Saint-Tropez, and I am the only person in my family who has not traveled there. I would like to experience his homeland to connect all the wonderful stories he has shared with me about his childhood. While there, I would like to embrace the different culture and enjoy some new foods.

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