Dell, HP and Sun stalwart Dale to lead Misco and WStore

Online reseller Systemax nabs prominent UK exec for newly created European chief role

Systemax has nabbed former top UK and EMEA Dell executive Pim Dale to run its Misco and WStore operations.

The online resale behemoth has also promoted a brace of execs in its industrial division and swiped a new North American HR chief from American Express.

Dale arrives at Systemax in the newly created post of chief executive of the firm's European Technology Products Group. The division includes the UK and French operations of 2009 acquisition WStore. It also covers the Misco brand, which has been owned by Systemax since 1993.

Headquartered in Wellingborough, the online VAR also runs subsidiaries in Ireland, France, Belgium, Germany, Austria, Switzerland, Italy, Sweden, Spain and the Netherlands. Also under Dale's remit will be French software distributor I-Com.

Dale spent 14 years at Dell, leaving in 2010. During his time at the PC maker he served as director of UK corporate sales, director of the EMEA server business, vice president of EMEA and emerging markets and, latterly, as vice president of global distribution channels. Earlier in his career, he worked for HP and Sun.

Systemax chief executive Richard Leeds said: "Pim is a seasoned manager with an extensive background in sales, marketing, finance, service/support and operations. He has a successful track record of building high-growth businesses across multiple international geographies.

"Under Pim's leadership, we believe our European Technology Group will continue to execute on its strategic initiatives and become an even stronger competitor in the markets in which it participates."

Also taking up a new post at Systemax today is Bob Dooley, who takes on the role of president of global industrial. Previously he served the same division as vice president of marketing and e-commerce.

Another exec moving on up in the global industrial arm is Scrib Dailey, who assumes the title of vice president of operations. Previously he was general manager of the unit's Buford and Las Vegas facilities.

Sally Buffkin, Systemax's newly appointed vice president of human resources for the North American Technology Products Group, is another new arrival at Systemax. She has previously held HR roles at a smorgasbord of big-name companies, including American Express, Starbucks and Best Buy.