Audio specialist Sennheiser has announced the appointment of Arif PK as its new Area Sales Manager for the System Solutions Channel in the UAE and Qatar. Arif’s role is to primarily focus on working with distribution partner Venuetech in the UAE to continue to grow Sennheiser’s footprint, especially in the business communications, system integration and broadcast segments. He will also leverage his extensive experience in Qatar to deliver new business across all verticals and further strengthen the existing customer network.

Arif will report directly to Mig Cardamone, Director of Sales and Marketing at Sennheiser Middle East who said: “We feel that the Middle East¬- with special focus on Qatar and the UAE, given the upcoming major events- continues to prove that it is a very crucial market with a demand for high quality audio equipment and international expertise. With over a decade of experience in large scale AV projects specifically in those key markets, we feel it is a great synergy to have Arif join our team and build momentum for Sennheiser.”

As a part of his sales strategy, Arif will focus on growing Sennheiser’s footprint in the UAE and Qatar through direct connections, while bolstering the brand’s reach through its distributor and system integration partners as well.

Prior to joining Sennheiser, Arif was the Country Manager in Qatar for Mayflex/Excel Networking, a Converged IP Solutions provider. He has also held senior sales positions in CGC (Qatar) and Pixel Projects AV, a regional System Integrator for quality AV solutions, where he managed the GCC region.

Commenting on his new position, Arif said: “It is a privilege to part of a brand like Sennheiser – with over 70 years of legacy in the audio industry. My focus is to build relationships in the region based on our brand’s core values of innovation and excellence. I will be working to strengthen ties with our existing customers and partners, while making headway into new avenues in the UAE and Qatar.”

Arif holds a bachelor’s Degree in Information Technology, and has achieved several certifications from vendors including Extron, Crestron, Wolfvision, Barco, Sharp, LG, and Infocomm.