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LOUD Technologies Announces APAC Management Changes
Davwinder Sheena elevated to managing director, APAC; Clifford Nathan appointed general manager, China
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LOUD Technologies Inc.has announced the elevation of Davwinder Sheena, formerly director of APAC sales, to the new position of APAC managing director, in addition to naming Clifford Nathan as general manager of China.

Sheena, based in Singapore, will manage all business interests, market-development strategy, and sales team and distributor relationships for all LOUD brands in the region. 

He will report to Mark Graham, LOUD CEO and be a member of the company’s executive team. Patrick Lau, Martin Audio APAC sales manager based in Hong Kong, will now report to Sheena.

“The APAC region is the most vibrant economic environment in the world and under Davwinder’s leadership has contributed substantially to LOUD’s solid growth over the last year,” explains Graham.  “Through lock-step engagement with all three of LOUD’s Business Units, and direct participation at the executive level, Davwinder and his expanded team will bring even greater focus and speed of execution to this critical region. I fully anticipate that all of our APAC constituents will be pleased with the growth and success that this move enables.”

Based in Dalian, China and reporting to Sheena, Nathan will lead Chinese market development and strategy, as well as manage intellectual property, for all LOUD brands.

“Thanks to our distributors’ tireless efforts and commitment, EAW, Martin Audio, Ampeg and Mackie sales in APAC are substantially ahead of our 2010 pace, and outpace other regions’ growth by three times,” says Sheena. “With increased in-market resources, faster decision making, stronger marketing support, and greatly intensified region-specific strategies, there’s no limit to what we will do together.”

“Clifford is a rare breed and a real asset,” Sheena adds. “He’s a former creative director for a Hong-Kong-based advertising agency, a trained architect, revered live sound engineer, seasoned pro-audio industry businessperson, and speaks four Chinese dialects. With this background, he’s ideally suited to partner with each of our distributors and construct a solid bridge back to our worldwide business units to bring new ideas, energy and Company resources to the China market.”

Nathan’s most recent professional audio experience includes three years with Digidesign/Avid during which time he successfully launched Venue and positioned it as the top-selling digital console in Northern China.

LOUD Technologies Inc


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