Distributor Mayflex has bolstered its presence in the Middle East after appointing industry veteran Charlie Bass as sales director for the region.

Bass has spent more than a quarter of a century in the telecommunications industry and has held senior positions with AT&T in both the UK and the Middle East. He also served in the Royal Navy for 15 years as a communication and avionics engineer and latterly ran a consultancy practice centred on the application of technology in business.

Bass will undergo an induction at Mayflex's Birmingham headquarters before starting his role in Dubai next week. He has been tasked with cultivating the company's sales and marketing strategy in the region. Mayflex indicated it was looking for an experienced sales director for its burgeoning Middle East arm earlier this year (Channelweb, 28 Feb).

Managing director Gary Highton said: “This appointment is a significant step in the growth of our Middle East operations. Charlie’s knowledge of the industry and experience of the region, together with his invaluable sales background, will be key in helping us to achieve the aggressive sales plans in place for the future and strengthen the name of Mayflex throughout the industry."

Bass has high aspirations for what he can bring to the company. "I look forward to the role and helping to take the Middle East division to the next level. The team has already been successful creating a $10m (£6.8m)-plus business from its initial setup. Our goal is to expand this further working closely with our existing partners as well as establishing new relationships throughout the Middle East.”