Angus Mansfield tapped for new Sinch channel sales role

Partnerships and new messaging technology will be key to driving business growth for new APAC VP.

Angus Mansfield has stepped into the newly created role of VP of channels sales at Sinch, with a mission to accelerate growth through partnerships and ecosystems across the Asia-Pacific region.

"We're seeking new styles of partnerships that can leverage Sinch's tech stack through integration partners and platform partners to drive significant customer impact,” Mansfield said.

Headquartered in Sweden with a global customer base, Sinch's Customer Communications Cloud provides mobile, voice and email messaging and more than 800 billion emails, messages and calls were initiated by businesses on the platform in 2024.

“Sinch has a wide variety of products, ranging from self-service interfaces to powerful API products. There's a lot of power in integrating through the API and lighting up messaging through a partner's platform,” he said.

Prior to joining Sinch, Mansfield led the partnerships team at Monday.com, overseeing business across 13 markets as part of the APAC leadership team.

As a channel veteran, Mansfield previously founded XCentral, a systems integrator and MSP, subsequently acquired by Nexon Asia Pacific, where he held a senior sales leadership role.

"I like learning new things and pushing into new areas … so I'm really enjoying learning where Sinch fits into the larger ecosystem,” Mansfield told CRN Australia.

In this role, Mansfield will lead the indirect sales team, managing and growing partnerships across carriers, resellers, ASPs, SIs and ecosystem partners.

“It's about having that customer lens to see if we can make impact through a partnership,” he said.

Mansfield joins as Sinch is putting partnerships and ecosystem growth at the centre of its global expansion strategy.

“If you think about the number of applications out there that need to reach their end users through messaging, there's an incredible opportunity in connecting vendors to end users in a quick and instant fashion.”

Currently, 25 percent of Sinch’s business is generated via indirect sales, which has seen a significant uplift in year-on-year growth as the business has prioritised partners.

“Ecosystem-led growth is not just a flavour of the month — it can be central to the way that Sinch grows,” he said.

Seeking growth opportunities in new technologies like RCS

With the emergence of technologies like RCS and AI-driven conversational messaging, Sinch is looking to capitalise on these opportunities.

“RCS is going to change the game — it's the next generation of messaging that will provide a brand new opportunity for partners and platforms to create richer, more personalised communication experiences,” he said.

RCS messaging — short for rich communication services — is the new standard for messaging after SMS and MMS.

This new protocol, which will enable verified sender ID, group chats, read receipts, high-resolution image and video sharing, has been developed by GSMA with support from carriers and phone manufacturers including Google and Apple.

It will allow businesses to deliver rich, personalised communications to their customers and Mansfield will lead the channel mission as these innovations come to market.

“There's a generational shift in technology that aligns perfectly with AI, and messaging is going to become even more central to how platforms interact with their customers,” he ended.