Broadvoice has hired Lauri Martinez, previously with PGi, Windstream and IBM, as its new vice president of channel marketing.

Martinez brings more than 20 years of B2B marketing experience to Broadvoice. She will ensure Broadvoice’s partner program aligns with the company’s overall growth strategy and delivers value to partners.

Specifically, she will oversee the development of strategic marketing plans to help recruit, onboard and enable partners to market and sell Broadvoice solutions. She will be responsible for all to-channel and through-channel campaigns. In addition, she will manage the Broadvoice partner advisory board.

Broadvoice’s Lauri Martinez

“I’m excited to join the Broadvoice channel team and to be part of an organization that’s channel-first,” Martinez said. “My first objective is to support our partner program, which enables our selling partners to take their UCaaS businesses to the next level — more proof of Broadvoice’s commitment to the channel as a true go-to-market partner.”

Channel Marketing History

Before joining Broadvoice, Martinez was PGi‘s senior director of North America field, channel and customer marketing. Before that, she held senior marketing positions with CA Technologies, TSL Marketing, Windstream and IBM.

Martinez also volunteers to help local small businesses with marketing, including customer growth and retention strategies, and social media marketing.

Kim McLachlan is Broadvoice‘s senior vice president of sales and marketing.

“Lauri is a passionate and results-driven technology channel marketer, and is a welcome addition to our channel leadership team,” she said. “Her deep skill set in developing marketing strategies and programs will be instrumental in helping Broadvoice to accelerate the success of our current and future sales partners, and ultimately grow our pipeline.”

Last month, Broadvoice expanded its reach and growth opportunities through a new strategic distribution agreement with MicroCorp. The deal gives MicroCorp’s national network of sales agents access to Broadvoice’s suite of communications solutions.