Logicalis Australia unveils new marketing and vendor alliances lead

Erica Smith will lead a team of seven people across Australia and Malaysia.

Logicalis Australia has promoted Erica Smith as the company’s new marketing and vendor alliances lead, where she will be spearheading a team across APAC.

Smith will be leading a team of seven people in Australia and Malaysia that will bring together capabilities across demand generation, strategic alliances, campaign execution, business development, and partner program management.

Speaking to CRN Australia, Smith said she is focused on bringing marketing and vendor alliances together under one clear vision.

“By aligning brand, demand generation, and partner strategy, I want to streamline processes, strengthen vendor engagement, and continue elevating Logicalis in Australia,” she said.

“A key priority is connecting structured partner planning with clear go-to-market programs that link vendor investment to commercial priorities and customer outcomes.”

Smith has more than 25 years of experience within the IT sector, prior to working at Logicalis Australia she held roles at Blue Connections IT, Ingram Micro, Dell Software Group, Frontline Systems (now NTT Data) and Commander.

"That experience has given me a strong understanding of the technology ecosystem and the importance of building collaborative, value-driven partnerships across the channel,” she said.

“I like to do things differently and challenge the status quo. I’m keen to bring new ideas and new ways to market, and to incorporate stronger ESG messaging into everything we do.

“That includes a strong focus on sustainability, social responsibility, and making governance cool and part of a more engaging and important conversation in the channel.”

Smith recognises one of the biggest opportunities is aligning marketing programs more closely with vendor strategy and structured partner planning.

“When marketing and alliances work together, it becomes much easier to create clear go-to-market motions and connect vendor investment with commercial priorities and customer outcomes,” she explained.

Smith said this new role allows Logicalis Australia to deepen relationships with technology partners across hybrid cloud, security, AI, networking and digital workspace solutions.

“By aligning marketing and vendor strategy more closely, we can create stronger engagement with our partners and the broader channel ecosystem,” she said.

“I’m excited to build on the strong foundations already in place at Logicalis Australia. We have an incredibly talented team across marketing and alliances, and I’m looking forward to working together to enhance customer engagement, deepen partner relationships, and support the company’s continued growth,” she ended.