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Norwood poaches former Telstra exec Hughs for Americas role

Will Hughs, Norwood Systems Will Hughs, Norwood Systems

Australian-listed telecommunications services company Norwood Systems has expanded its sales team with the appointment of a former Telstra senior executive to head the company’s sales effort in the North American market.

Former chief executive of Telstra Americas and senior vice-president, product and design at Telstra, Will Hughs, has been appointed as vice-president Americas for Norwood (ASX:NOR) ahead of what the company says is the launch of new product solutions for enterprise customers.

Hughs was CEO of Telstra Americas for more than four years, driving sales, marketing, engineering and operations efforts throughout North and South America.

At Norwood, Hughs will be responsible for Norwood's sales strategy for a segment of regulated industries looking for economic compliance solutions to enable archiving of employee-to-client text messages.

Hughs began his technology career in the systems integrator space as an engineer, designing Microsoft and Cisco solutions for large enterprises based in the San Francisco Bay area before joining Telstra in 1999 as a sales engineer in the San Francisco office.  

Norwood managing director Paul Ostergaard said Hughs’ appointment came ahead of the imminent launch of World Message which, in combination with the rest of Norwood’s Corona products, would allow firms to archive all employee and client message interactions in full to meet compliance obligations.

“We are delighted to have secured the services of someone of Will’s calibre to help us address the growing opportunity in the North American compliance market,” Ostergaard said.

“Will’s appointment will allow us to step up our already significant sales activities in that region. Pre-sale marketing of Corona, World Message and our virtual business phone solution has received excellent feedback from potential regulated North American enterprise customers, leading to our decision to strengthen our presence in that market.

“Will’s experience in enterprise sales on behalf of Telstra, a fellow Australian firm, provides us with the perfect skill base and network to really supercharge our existing sales momentum in North America.”

According to Ostergaard, “encouragingly” Norwood’s existing multinational clients have started to expand the scope of services purchased from the company, and “active dialogue is taking place on Asian expansion of the current service footprint for each client”.

“There have been a significant number of new prospects added to Norwood’s enterprise sales pipeline so far this calendar year, and total potential annualised value of the enterprise sales pipeline has been growing steadily.

“The Company advises that most of these prospects are still at an early sales development stage, and may not all progress to a final sale.”

Ostergaard says Norwood is increasing focus on prospects in the healthcare and financial services sectors due to the company’s sector-specific offerings for the two markets.


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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).


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