Riaz, who is a broadcast and AV industry veteran of over 15 years, is coming from Dubai-based Advanced Media where he worked as a broadcast solutions sales manager.
Sennheiser has appointed Sarmad Riaz as its dedicated Business Development Manager for Pakistan. In his new role, Sarmad Riaz will look to expand Sennheiser’s market share in the country’s pro-audio segment while strengthening its channel and expanding its network of professional AV resellers.
Riaz started his career as a sales engineer at Media Links Pakistan, following which, he spent over nine years serving in core technical and sales roles at popular TV channels in the country. In 2014, Riaz joined a Dubai-based AV solutions system integrator before moving to Advanced Media as a broadcast solutions sales manager.
Following an internal restructuring, Sennheiser now includes Pakistan within the remit of its Middle East sales organisation. The company has a well-established customer base in the country’s broadcast segment, serving as the sector’s provider of choice for ENG sets and microphones.
Commenting on the new appointment, Riaz said: “Sennheiser is widely recognized by TV channels and broadcasters in Pakistan as the market leader. I am excited to join the company and it is my intention to further strengthen our leadership position whilst working closely with the channel to introduce the latest audio technologies to this key market,”
Mig Cardamone, Director of Sales and Marketing at Sennheiser Middle East, remarked: “We have formulated a strategic two-pronged approach to build on this success and capitalise on the tremendous opportunity that Pakistan provides. By carefully assessing the market and deepening our engagement with end-customers, we will develop a clear product roadmap and bring our latest and most relevant solutions to market. Simultaneously, we will expand and enable our network of qualified partners to expertly cater to this demand. With over a decade of experience in Pakistan’s AV sector and specific expertise with the broadcast segment and its associated sales channels, Sarmad is extremely well-positioned to drive this strategy.”