The leaders bring a combined 55 years of experience to their new roles.

Christine Horton, Contributing Editor

March 4, 2021

2 Min Read
Spinoff Company

IBM has named two additions to the leadership team of its new spinoff company, known as “NewCo.”


IBM NewCo’s Elly Keinan

First, IBM named Elly Keinan group president of the new company. Next, Maria Bartolome Winans is chief marketing officer (CMO). Both are tech industry veterans and have held global leadership roles.

The announcement follows the separation of IBM’s managed infrastructure services business, announced last October. IBM says the independent company will be a “leader in the management and modernization of IT infrastructure.”

IBM named Martin Schroeter CEO of NewCo in January. He said the execs “bring great global expertise as we build a purpose-led culture for our new company.”

He added that they both share an “unwavering commitment to our talented employees and to the success of our customers. They will play a pivotal role in the leadership team we are building to deliver excellent value to customers and shareholders.”

Keinan has more than 30 years of experience in the tech industry. Most recently he was a venture partner of Israeli firm Pitango Venture Capital. He served as general manager of IBM North America and Latin America, and chairman of IBM Japan. He serves on boards of several technology companies, as well as United Way of New York City.

Here’s our list of channel people on the move in February.


IBM NewCo’s Maria Bartolome Winans

Winans is a 25-year IBM veteran. She has spent the last three years as CMO for IBM Americas. She was responsible for marketing sourced revenue, demand generation and all marketing professionals across North America and Latin America. Winans has led marketing teams in IBM’s Watson business and in IBM’s software unit, with specific expertise in industry solutions. She has also been a leader in IBM’s Hispanic community.

NewCo to Dwarf Competition?

IBM will give the company a formal name in the coming months, with the separation scheduled for the end of 2021. In a statement, IBM said NewCo will have twice the scale of its nearest competitor in managed infrastructure services.

“It has relationships with more than 4,600 technology-intensive, highly regulated customers and a backlog of more than $60 billion. Managing and modernizing customer-owned infrastructures is a $500 billion market opportunity,” it said.

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About the Author(s)

Christine Horton

Contributing Editor, Channel Futures

Christine Horton writes about all kinds of technology from a business perspective. Specializing in the IT sales channel, she is a former editor and now regular contributor to leading channel and business publications. She has a particular focus on EMEA for Channel Futures.

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