Everpure promotes Craig Robertson to EMEA and LATAM channel chief

He succeeds Geoff Greenlaw following his retirement

US-based storage and datacentre vendor Everpure has promoted Craig Robertson to head of partners for EMEA and LATAM amid rising demand for AI and data management technologies.

He takes over from Geoff Greenlaw, who is retiring.

The new regional channel chief will oversee Everpure’s partner strategy and execution across EMEA and LATAM and work with partners to drive growth, expand market opportunities and support customers’ data management strategies.

Robertson first joined the company as a channel account manager in 2016.

He has since held a number of leadership positions, including UKI channel team lead, head of UKI channel sales and, most recently, director of UKI partner sales.

Prior to joining Everpure, Robertson held management roles at IT organisations including Arrow ECS and Tectrade.

“Robertson has consistently demonstrated his deep understanding of our partner ecosystem,” said Ricardo Moreno, VP of global partners at Everpure.

“His appointment reflects the strength of our internal talent and our unwavering commitment to driving partner growth across EMEA and [LATAM]”

Robertson added: “I’m incredibly proud to step into this role at a pivotal moment for Everpure.

“As we enter a new era where data primacy defines market leaders, our partner community is vital to helping customers modernise their data strategies and unlock real business growth.

“I’m excited to deepen these relationships across EMEA and LATAM as we shape the future together.”

The appointment marks the firm’s second leadership change in the past 12 months after Patrick Finn joined as CRO in November.

Everpure has also been reshaping its channel strategy this year, introducing a new tiering structure and increasing its focus on MSPs, resellers and distributors in February.

The announcement follows a strong financial period for the vendor, with revenue jumping 35 per cent year-on-year to $1.1bn (£816.7m) in Q1 FY27, fuelled by momentum across its product unit.

According to IDC’s Q1 2026 Enterprise Storage Tracker, the vendor’s revenue in EMEA and LATAM soared 64.9 per cent year-on-year, compared with overall market growth of 17.3 per cent.

That came on the back of FY26, when total revenue jumped 16 per cent to $3.7bn.

The organisation also rebranded from Pure Storage to Everpure in February, when it announced a definitive agreement to acquire 1touch.

The acquisition was completed in May.