Davwinder Sheena to lead APAC sales for API
Published: ASIA
ASIA: Well-known industry figure Davwinder Sheena has been recruited by US analogue console specialist API in the role of regional director of sales, APAC. Mr Sheena joins the manufacturer with a wealth of experience gained while working at a number of European and US brands, including Loud Technologies.
‘It’s time for API to put in some hard work and really focus on APAC,’ said API’s director of sales and marketing, Dan Zimbelman. ‘We’ve known Davwinder for a number of years now, and when the opportunity came up for him to do some work for us in Asia, we thought it was a good fit. Davwinder is at home throughout the region, as well as being based in Singapore, which is a great central location.’
Mr Sheena’s first task is to focus on API’s distributor network across APAC. ‘We need to identify any issues or weak points and work much more closely with our distributors to help them build and grow,’ continued Mr Zimbelman. ‘We plan to take a much more hands on approach in working with our partners, going forward.’
Added Mr Sheena, ‘I’m starting to plan the strategies and figure out what kind of processes need to be put into place for APAC, drawing from what I’ve learned over the years.’