Natasha Royer Coons is the first woman, woman of color and person of Asian-American descent to be in the office.

Buffy Naylor, Senior Managing Editor

July 8, 2021

3 Min Read
Three firsts


Advantix’s Natasha Royer Coons

Members of Enterprise Technology Management Association (ETMA) executed a diversity boost during their recent conference in Jupiter, Florida. The group elected Natasha Royer Coons as their new president. She is the first woman, woman of color and person of Asian-American descent to be elected to the office.

“In tandem with ETMA’s work to foster industry growth, it’s vital that we help advance the progress of DE&I in our industry,” Royer Coons told Channel Futures. “It will require a conscious, consistent effort.”

“Each step is, in its own way, a milestone. One positive action leads to the next. In the case of ETMA, for example, it started with a vacant seat on the board. Mike O’Neill [of Granite] scribbled a note to Jane Sydlowski [of AMI Strategies] that said, ‘We need you — pls run for the seat.’ Jane became the first woman on the ETMA board.”

“And now, here I am, as the result of a chain of events that started with a scribbled note. The door was opened for me and I will keep it open for others. I will pay it forward.”

Royer Coons is a principal and CRO at Advantix., An accomplished business leader, she has more than 20 years of experience in the telecommunications industry. In 2007, she founded TeraNova, a managed mobility and expense management provider that merged with Advantix in 2018. Prior to starting TeraNova, Royer Coons was the leading consultant on building the mobility business unit at Intelisys. Before that, she spent a decade at Sprint in both sales and engineering management. She graduated from the University of California San Diego with a double major in communications has an MBA from National University.

New Opportunities and Growth

Nathan Brown is co-founder and COO of Advantix. “Everyone at Advantix could not be prouder of Natasha as the newly elected president of ETMA,” he said. “Her business acumen and relationships with industry rainmakers, executives and channel partners throughout the enterprise technology ecosystem will be hugely beneficial in opening up new opportunities and fostering further growth for the association and its members.”

ETMA is a nonprofit organization with approximately 60 members managing over $71 billion in enterprise expenses. The executive board sets the association’s agenda and priorities. Its ongoing mission is to raise awareness, foster industry growth, improve the quality and value of solutions and establish industry standards. In addition, ETMA members subscribe to a code of ethics that clearly establishes standards and differentiates their level of commitment to their clients. ETMA does not sell consulting services or solutions.


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About the Author(s)

Buffy Naylor

Senior Managing Editor, Channel Futures

Buffy Naylor is senior managing editor of Channel Futures. Prior to joining Informa (then VIRGO) in 2008, she was an award-winning copywriter and editor, then senior manager of corporate communications for an international leisure travel corporation and, before that, in charge of creative development and copywriting for a boutique marketing and public relations agency.

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