Former Sony UK broadcast division general manager Mark Bainbridge is one of the hires, and has been appointed channel sales manager, north EMEA.

Bainbridge (pictured) will be responsible for managing sales and presales technical support teams in the UK, Ireland, Northern Europe and Israel, as well as Avid’s accredited resellers in these regions.

He will be based at Avid’s UK headquarters in Pinewood Studios and will report to director EMEA pro channel Arne Petersen.

Former LANDesk Software employee Louisa Maguire has been appointed channel partner account manager, north EMEA. She will maintain relationships with Avid’s reseller channel.

Rachel Daly will take on the role of customer and partner sales representative after nine years at Microsoft.

Paul Hennessy, vice president of sales EMEA, said: “I’d like to welcome Mark, Louisa and Rachel to the team. Avid has strong relationships with its channel partners and I’m certain that Mark’s team will grow these relationships further, ensuring that Avid and all its partners continue to work together to best serve our customers’ needs.”