CRN 2018 Women of the Channel Details

Jennifer Anaya

VP of Marketing, Ingram Micro

Location: Irvine, CA


Number of years in current position: 6

Number of years involved with indirect sales: 21

Twitter Handle: @JenniferiD8

Fun Facts:

Has worked for a solution provider organization
Has a mentor
Is a mentor
Loves Instagram
Is an extrovert
Can ride a horse

Biography and Background:
Jennifer is responsible for the leadership and overall direction of Ingram Micro's marketing team across the Americas, as well as the company's advertising and branding agency, Agency Ingram Micro (AIM). With more than two decades of marketing experience, 15 of which have been spent working with, and for, Ingram Micro, Jennifer is regarded as an innovative channel leader and change agent. Her career accomplishments include establishing the IT Channel's first dedicated marketing agency, transforming Ingram Micro's marketing services and organization and supporting the rebranding efforts of more than 50 partners. She holds a degree in Journalism and English from the University of Southern California and resides with her husband and two daughters in Tustin, Calif.

How have you personally helped advance your company's channel business over the past year?
Agency Ingram Micro's (AIM) advertising, branding and digital marketing services give the IT Channel an innovative way to shorten sales cycles and empower solution providers to market more effectively. Last year, those services were introduced throughout 11 countries in the Latin America IT Channel. Simultaneously, we supported the rebranding, storytelling and digital marketing efforts of more than 35 solution providers and five global vendors, who hired us outside of Ingram Micro's traditional distribution business. In addition, we enabled partners with digital services, making it easier for them to own and differentiate their value throughout the supply chain. The buyer's journey is changing rapidly in the tech industry. As such, we are educating and enabling channel partners to capitalize on effective ways to tell their unique story from the first point of contact, to the last point of decision. Ingram Micro's goal is to be an indispensable business partner to the IT Industry, shortening sales cycles and increasing profitability for all channel partners. Marketing is one of the many ways we are doing this, and as a testimony to our success, channel partners who engage AIM realize double-digit growth on a faster clip, on average.

What are your goals for your company's channel business over the next year?
Ingram Micro is committed to enabling our channel partners to thrive and do business in the new economy where technologies, data consumption, financial and marketplace models are evolving at unprecedented rates. We'll accomplish this by delivering an extraordinary partner and associate experience through innovation and operational excellence. And, our goal is to grow our partner's businesses in ways they've not yet imagined.

What honors, awards, or commendations have you won over the past year?
In 2017, I was recognized by CompTIA for serving as a Chairman of the Distribution Advisory Council and honored by CRN as a Women of the Channel. In addition, I was asked to participate in Orange County's Influential Women's group, and continued my involvement with the Women of the Channel Advisory Board. Finally, Agency Ingram Micro was awarded two global Business Marketing Association awards and more than six Addie Awards by the Orange County Advertising Association.

Outside of your family, please name a woman you admire and why:
Ginny Rometty, CEO, IBM. I admire the steady, certain leadership that Ginny has provided IBM over the past several years which has resulted in an impressive amount of change, both within the company and our industry, around digital transformation. IBM's results demonstrate her commitment to a clear strategy, which includes IBM's channel partners as the foundation. Now, with their expansion into Cloud, their engagement with partners remains strategic and highly collaborative.

What advice would you give your 16-year-old self?
Have confidence and believe in your dreams. Have more patience to think through long term plans by implementing a 10-10-10 strategy. The 10-10-10 strategy encourages one to consider a decision and the impact it would have within the next 10 minutes, 10 days and 10 years.

If you could master any new job-related skill, what would it be and why?
Golf. I've made learning golf this year a personal goal so I can confidently join the many formal and informal golf outings and meetings that take place among our partners and vendor partners. Plus, I've learned that golf is as much of a mental exercise, as a physical one. It's teaching me to pause, be thankful for small wins, and take things one stroke at a time.

What's the best book you read this past year and why did you like it?
Creativity Inc. It's a fascinating view of how computer animation was developed and Pixar was born. It also explores the rigorous process that successful companies, like Pixar, Disney, and others follow to achieve countless breakthroughs in innovation, award-winning and awe-inspiring work, and foster ground-breaking leadership. It reveals just how powerful teams can be with the right processes, mindset and leadership.

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