CRN 2018 Women of the Channel Details

Kashmir Cooper

EMEA Channel Director, Elo

Location: London, United Kingdom


Number of years in current position: 2

Number of years involved with indirect sales: 14

Fun Facts:

Has worked for a solution provider organization
Has a mentor
Is a mentor
Is an extrovert
Has climbed a mountain
Likes playing video games
Has written a song
Has always wanted to be a teacher

Biography and Background:
I am the channel director for the EMEA region at Elo, global leaders in touchscreen solutions and original inventors of the touchscreen. I manage Elo's channel strategy and distribution channels, which involves looking after Elo EMEA's largest distributors selling Elo's wide range of digital signage and point of sale touchscreens. I support their growth sales strategy and help with purchase advice, stock and inventory. It can occasionally be a balancing act. I make sure I am fair and equitable, as trust and integrity are important to me. Analytics plays a key part in my role. It involves looking at sales forecasts, projects, new products and end-of-life products and carrying out global inventory analysis. I work closely with product managers and the marketing department to ensure productions on promotion have enough stock. Starting when I was only 16, my background has mostly been in sales. My mother and I ran a market stall together just outside London, where I learned the basics in sales, margin, inventory management, distribution and stock rotation. Before joining Elo I worked at Xerox for a significant part of my career across sales, partner management, channel development, distribution and sales leadership roles.

How have you personally helped advance your company's channel business over the past year?
Elo is a channel business and sells via distribution. Over the past year, I have grown the business nearly 30% with the four Pan European distributors. The growth continues to accelerate into this fiscal year. Our channel space is continuously evolving, with our technology being designed and integrated into innovative solutions. This requires a fluid approach to support our channel partners: Deals are often complex and involve multiple layers. To address these challenges, I have aspired to build a dynamic, fluid channel within a structured approach, while also creating a more enhanced channel partner program at Elo. It provides clear lines of engagement and fosters a desire for our channel partners to lead the design of their solutions with Elo. The work is all about inspiring others, so I regularly meet our distribution partners' sales teams to provide thought leadership, key messages and updates on key market trends. They receive valuable insights to take to their resellers that allow them to develop new opportunities together. Regular meetings and quarterly business reviews provide a valuable platform for cross-collaboration and foster relationship development across all levels of engagement.

What are your goals for your company's channel business over the next year?
Elo's range of touchscreen products are market-leading, innovative technology that our channel partners trust to help them grow sales and exceed customer expectations. My goal is to support our growth continuously. By managing our Partner Program as well as the EMEA Inside Sales team, I aim to establish an even closer cooperation with the channel at all levels of our organization. Elo advocates supporting women in STEM. I am looking forward to continuing to help inspire those around me to elevate themselves and support women.

What honors, awards, or commendations have you won over the past year?
I am proud and honored to share two awards I won last year. Our largest Pan European distributor, Ingram Micro, awarded one for being their Best POS Growth Vendor, which is a powerful achievement because of the highly competitive vendor space. The second was an internal Elo award presented by the GM and VP EMEA for the Highest Growth Percentage achievement. This award represents the huge amount of work carried out consistently to support our Pan European distributors to optimize and grow their Elo business.

Outside of your family, please name a woman you admire and why:
I admire and respect Anne Mulcahy. Not only was she the fourth female CEO in the United States at Xerox, she was the first woman-to-woman CEO succession (Anne to Ursula Burns). I recall sitting in Anne's town hall meetings (she regularly visited local offices), where she inspired a leadership style that made me feel like an important asset and contributor. I have brought a similar approach into my leadership style. She inspired me to follow my dreams of becoming a CEO and instilling strong values along my journey. I am constantly developing my talent and that of those around me.

What advice would you give your 16-year-old self?
My father unexpectedly passed away when I was 16, sending my world into turmoil. Looking back, I would advise myself to follow my dreams, keep hoping and hold onto faith. Education was my life-line - the door opener to a career path I had not mapped out. I focused my energies on getting my degree and entering the world of business. Although my path has not always been clear, I kept an inner faith and believed it would take me to the right place. On the whole, it has.

If you could master any new job-related skill, what would it be and why?
My plan for the next year is to develop my FP&A skills and to become more proficient in strategic planning, budgeting, financial planning and increasing forecasting accuracy to reduce the variances in forecasting. Due to the heavy analytical side of my role, any improvements in the above areas will have a positive impact on my role and our bottom line.

What's the best book you read this past year and why did you like it?
The Contagious Power of Thinking - How Your Thoughts Can Influence the World by David R. Hamilton, PhD, was my favorite. I have an avid interest in how I can help individuals unlock their talent and potential. As a Master NLP practitioner, I am curious about how our thoughts and beliefs influence our behavior. I constantly explore tools and information to help support my development and the development of those around me. It is incredibly satisfying to help unlock potential and support others on their personal growth journey and career progression.

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