Sennheiser appoints Sarmad Riaz to drive broadcast expansion in Pakistan

Sennheiser now includes Pakistan within the remit of its Middle East sales organisation
Sarmad Riaz.
Sarmad Riaz.


Sennheiser has appointed Sarmad Riaz as its dedicated business development manager for Pakistan.

In his role Riaz will look to expand Sennheiser’s market share in Pakistan’s pro-audio segment while strengthening its channel and expanding its network of professional AV resellers.

Following an internal restructuring, Sennheiser now includes Pakistan within the remit of its Middle East sales organisation.

The firm is renowned in Pakistan serving as the sector for ENG sets and microphones.

“We have formulated a strategic two-pronged approach to build on this success and capitalize on the tremendous opportunity that Pakistan provides. By carefully assessing the market and deepening our engagement with end-customers, we will develop a clear product roadmap and bring our latest and most relevant solutions to market. Simultaneously, we will expand and enable our network of qualified partners to expertly cater to this demand,” Mig Cardamone, Director of Sales and Marketing at Sennheiser Middle East said. “With over a decade of experience in Pakistan’s AV sector and specific expertise with the broadcast segment and its associated sales channels, Sarmad is extremely well positioned to drive this strategy.”

A broadcast and AV industry veteran of over 15 years, Riaz started his career as a sales engineer at Media Links Pakistan, following which, he spent over nine years serving in core technical and sales roles at popular TV channels in the country.

In 2014, Riaz joined a Dubai-based AV solutions system integrator before moving to Advanced Media as a broadcast solutions sales manager.

“Sennheiser is widely recognized by TV channels and broadcasters in Pakistan as the market leader. I am excited to join the company and it is my intention to further strengthen our leadership position whilst working closely with the channel to introduce the latest audio technologies to this key market,” Sarmad Riaz, Business Development Manager - PAS at Sennheiser Middle East.

Sarmad holds a Masters in Electronics from the Applied Physics department at the University of Karachi.

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