Bruce Hockin

Director, channelfusion

Career so far

I have been in value-added distribution since 1997, working for the same company throughout. After a series of acquisitions with progressive roles, I sat on the executive team at Avnet running its solutions strategy. I started channelfusion in April 2013 to capitalise on the huge demand for emerging storage technologies.

What was your first job and were you any good at it?

Washing up at a local restaurant. It was a hugely dislikeable experience having to wash plates without the pleasure of the food.

Who was your top teenage pin-up?

Initially the heavy metal band Iron Maiden, which was dispensed with at university in favour of a life-size poster of Elle Macpherson.

My colleagues won't know this about me but...

I once won the Victor Ludorum at secondary school for best athlete. Yes, I know, it's hard to imagine.

What is your favourite snack?

Fridge bake: highly unhealthy and ridiculously lovely.

What has been your career high point to date?

Being in the lucky position to be able to start channelfusion - it's hard work yet challenging, exciting and highly rewarding.

Has 2013 been good, bad or ugly? Good. The Lions beat the Aussies, we won the Ashes (again) and a British rider won the Tour De France (again).

What do you say when asked at a party what you do for a living?

I tell them I'm in IT and wait for the inevitable question which begins with "I've got a problem with my computer..."

If I wasn't working in the channel I would probably be...

a photographer.

What will be the channel's biggest challenge in 2014?

Justified business transformation. We all have to work out how we are going to make money from the cloud and also adapt sales strategies to take advantage of new technologies.