Carter has come out of retirement to take on the new role, which will focus on making messaging on-hold the primary on-hold engagement offering for resellers across the Channel.
Carter said, "AudPro's dedication to the Channel, from its partner-first focus to its ability to flex to the needs of its partners is more than just admirable. They are a truly 100 per cent channel operation that puts its partners above all else, and I can't wait to push the experience even further."
Carter will draw on decades of insights gained from leading Nimans' go-to-market and sales strategies. His experience will help to enhance AudPro's product proposition and the support it offers to reseller partners.
"The rush to integrate AI and self-service into on-hold solutions has negatively impacted the customer experience," said Carter. "Too much is being asked of the end-customer and reseller unless they spend a disproportionate amount of time and money.
"Redressing that balance of value and low-touch customer experience, with a more considered implementation of AI, is how AudPro will forge a unique direction, helping resellers maximise margins from on-hold services."
That work has already begun, with efforts behind the scenes to introduce new technologies to reshape AudPro's messaging on-hold portfolio, with new services and user experiences to be announced in the coming months.
Carter added, "There is a clear opportunity to support channel partners in enhancing the profitability of their cloud services, as well as the quality and scalability of the on-hold services they provide, so they can stand out from their competitors.
"AudPro is already a clear favourite for bespoke messaging on-hold, and we can’t wait to share how we're making our services even more scalable and hands-off for our partners, without losing that personal touch."