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Avaya Appoints Ronald Rubens to Lead Northern, Central and Eastern Europe


Avaya, a global leader in business communications software, systems and services, today announced it has expanded its executive team with the appointment of  Ronald Rubens as vice president for Northern, Central and Eastern Europe.


In his new role, Rubens will focus on driving growth in this important European region by helping Avaya customers achieve their digital transformation goals with Avaya’s Customer and Team Engagement, and next-generation Networking solutions, as well as Avaya Professional Services.


Rubens has a wealth of senior level management experience in the telecommunications and enterprise software industry, having previously worked for Avaya in sales, strategy and product management leadership roles in Europe and the US, where he helped drive Avaya’s global success in the contact center solutions market. 


Rubens joins a strong European leadership team, working alongside Simon Culmer, who leads Avaya’s efforts in the UK and Ireland, and Andrea Ragazzi, who will maintain his focus on France, Italy and Iberia. Rubens will report directly to Nidal Abou-Ltaif,  president for Europe, Middle East & Africa, and Asia-Pacific.


Prior to returning to Avaya, Rubens held senior management roles with cloud technology providers such as CosmoCom, Thinking Phone Networks and Atlassian. He holds a BSc in Electrical Engineering, and an MBA  from New York University in the US.



Nidal Abou-Ltaif, President, Europe, Middle East and Africa, and Asia-Pacific, Avaya:

“Ronald understands the Avaya way of doing business – putting our customers at the heart of everything we do to achieve better collective outcomes. He brings with him impressive business acumen, and a deep understanding of the nuances of the European market. His understanding of the contact centre, cloud and networking space will be critical in helping our customers  succeed in the digital era and deliver business value.”


Ronald Rubens, Vice President, Northern, Central and Eastern Europe, Avaya:

“Avaya’s evolution from a hardware company into a software,  services and customer-centric organization has been impressive to witness. Avaya’s unwavering focus on business transformation – on driving new, innovative communications solutions and programs that improve customer experiences, team and employee productivity, and network performance really sets it apart. With its customer-focused approach,  Avaya has the right strategy and the fundamentals needed to propel our industry forward. I look forward to further deepening relationships with our customers in Europe.”


About Avaya

Avaya is a leading provider of solutions that enable customer and team engagement across multiple channels and devices for better customer experience, increased productivity and enhanced financial performance. Its world-class contact center and unified communications technologies and services are available in a wide variety of flexible on-premises and cloud deployment options that seamlessly integrate with non-Avaya applications. The Avaya Engagement Development Platform enables third parties to create and customize business applications for competitive advantage.  Avaya’s fabric-based networking solutions help simplify and accelerate the deployment of business critical applications and services. For more information, visit



Certain statements contained in this press release are forward-looking statements. These statements may be identified by the use of forward-looking terminology such as "anticipate," "believe," "continue," "could," "estimate," "expect," "intend," "may," "might," "plan," "potential," "predict," "should" or "will" or other similar terminology. We have based these forward-looking statements on our current expectations, assumptions, estimates and projections. While we believe these expectations, assumptions, estimates and projections are reasonable, such forward-looking statements are only predictions and involve known and unknown risks and uncertainties, many of which are beyond our control. These and other important factors may cause our actual results, performance or achievements to differ materially from any future results, performance or achievements expressed or implied by these forward-looking statements. For a list and description of such risks and uncertainties, please refer to Avaya's filings with the SEC that are available at Avaya disclaims any intention or obligation to update or revise any forward-looking statements, whether as a result of new information, future events or otherwise.


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