CRN 2018 Women of the Channel Details

Maribel Ortiz

EMEA Channel Director, VIAVI Solutions

Location: Madrid, Madrid


Number of years in current position: 7

Number of years involved with indirect sales: 22

Fun Facts:

Can code
Has an advanced degree (a degree higher than a bachelor's degree)
Has an MBA
Is a mentor
Is an extrovert
Has climbed a mountain
Can ride a horse

Biography and Background:
Maribel received her Master's in Telecommunications Engineering from Madrid Politechnical University and PDG by IESE Business School in 2006. In 2017, she participated in the Women on Board Program at IESE Business School. She's fluent in Spanish, French, English and German. During her career, she spent 1 year in R&D, then 5 years with distributor, Telekec in Spain, starting as a junior support engineer before moving to sales and then running the Telecom and Systems Business unit for 2 years before she became the General Manager at Danish company GN NetTest. There she led direct and indirect sales in Southern and Central Europe for 6 years. Next she managed the acquisition and integration of Photonetics and the final integration with Anritsu when they acquired NetTest in mid-2005. Maribel joined VIAVI in 2006 to develop the channel business in EMEA. She then, she's focused on market segmentation and GTM clarity for direct and indirect, channel sales tools, training and enablement, driving vertical channel sales, creating the first global virtual channel team and creating the preliminary global program prior to the Velocity program. She has contributed to the overall channel strategy as Channel Director for EMEA for the past 4 years.

How have you personally helped advance your company's channel business over the past year?
Over the past year, I have participated in further enhancing and developing our current CRN 5 Star rated VIAVI Velocity Partner Program to enable the success of our global VIAVI partners. During the past year in EMEA, I have addressed a major step in our channel coverage model: introducing our 2-tier value-added Master Distributor model in our Telecom Business. This model has enabled us to provide further coverage and value-added support to our resellers especially in the Middle East Region. In our Enterprise Business, our current Master Distributor network has successfully reached double digit growth. This past year our EMEA partners have achieved solid growth leveraging our VIAVI MDF program and enablement tools offered in the Velocity program. We have a solid and strong partner network at VIAVI, and we are ready for further development and growth.

What are your goals for your company's channel business over the next year?
I have 3 major objectives for growing and strengthening our VIAVI channel business over the next year: 1. Further expand our Enterprise partner network coverage in EMEA 2. Implement the next-generation of Velocity incentives to offer a more flexible program for our partners, adding new benefits such as Ship & Debit, stock rotation, rebates and more 3. Influence and drive best internal IT system support for Velocity so we can enable our partners and enhance their experience, boost their self-sufficiency and increase ease of doing business with VIAVI

What honors, awards, or commendations have you won over the past year?
Awarded Women in the Channel Award in 2017 by CRN Member of I WIL: IESE International Women in Leadership forum

Outside of your family, please name a woman you admire and why:
My female role model remains Ana Maria Llopis Rivas. President of the DIA retail chain in Europe today, she has held many executive-level positions in large companies. She inspires me to live a balanced life, have passion for my work that is balanced with a passion for my family, friends, hobbies and self-development. She's a great example of someone who sets daily and long-term priorities to ensure she achieves the goals she sets across all facets of her life. She has lately shown further strength by winning a health battle.

What advice would you give your 16-year-old self?
Be passionate about what you do, always try to enhance how you do things, and be good at what you do. In my career, I've never thought about "I am a woman in world of men." I just enjoy my work, I am passionate about it and I deliver. That's how my career developed and I have succeeded thus far.

If you could master any new job-related skill, what would it be and why?
Change is becoming a daily challenge and it will be more and more relevant moving forward, as speed of technology and business transformation increases. I would like to master how to communicate effectively the right change vision - with strategic goals and implementation steps - to win immediate adoption, passion and engagement on the transformation.

What's the best book you read this past year and why did you like it?
"The Human Condition" (Man's Fate) by Andre Malraux A story of revolution and endurance of humanity in the most desperate and inhumane conditions. Besides illustrating a key episode of Chinese History, it illustrates how human beings can push beyond their imaginations.

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