Baker joins Giacom and DWS from Softcat, where he held the role of alliances and marketing director. He has almost 25 years’ experience in the software and hardware sectors, and will join the executive leadership team to support ambitious growth plans.
He brings a wealth of experience of building and fostering strategic alliances for mutual success across product innovation, sales and finance.
Baker (pictured) commented, “I’m incredibly excited to have taken on this new role with Giacom and DWS. It needed to be something special to prise me away from my previous role, but this represents an incredible opportunity to help drive business growth that I simply couldn’t turn down.
“The role will include making sure we bring the right products to market and managing our strategic alliances and vendor relationships, from both a cloud and comms perspective, ensuring our partners are getting the best service and value possible.
“There’s tremendous potential at Giacom and DWS for continued growth and increased market share and I’m really looking forward to contributing to this as part of a fantastic team.”
Mike Wardell, CEO at Giacom and chief commercial officer at DWS, added, “James is an exceptional addition to our team, given his vast commercial experience and his outstanding knowledge across channel markets.
“We’re confident he will provide excellent leadership for our business, our partners and their customers. The addition of James to our team will be a tremendous asset and he joins at an exciting time of continued growth and success for the business.”
Giacom and DWS, along with Union Street, became part of the same group in 2020, bringing together cloud, communications and IT solutions.
The group supports 5,500 channel partners across the UK and this new appointment is part of the group’s strategy to grow its vendor portfolio and jointly bring products to market.