Birch expands channel partner program, taps Masters to lead unit

Birch Communications has promoted Paul Masters to be SVP of its Alternate Channels unit as part of a broader plan to expand its channel partner program.

In his new role, Masters will oversee planning, developing and implementing a strategic roadmap for future growth of the channel which includes sales, marketing, partner development, sales engineering, and client implementation. He will also accelerate the adoption of Birch's advanced services with an emphasis on TotalCloud PBX, TotalCloud Data Center, TotalCloud File Storage, Metro Ethernet, and fiber.

A 20-year telecom industry veteran, Masters has built channel and business development programs and key relationships with resellers, MSPs and other partners nationwide. Masters joined Birch in June 2013 when the company acquired Ernest Communications where he served as co-founder and president for fifteen years. 

His appointment comes at a time when the service provider is moving to enhance its partner relationships with resellers and carriers as part of the next phase of its growth. Having purchased multiple companies as part of its tuck-in acquisition strategy, Birch is leveraging those assets to target new opportunities, and the expansion of the channel segment is one way to achieve those goals.

Channel partners that join Birch's program will be able access a large network of partners, sales and technical training, as well as product demos, and other capabilities.

While its Channel Partner program is not new, the service provider can now offer partners more service options, particularly access to a wider array of network solutions. Some of the options it can now offer are an extended metro Ethernet and fiber footprint that now reaches over 550,000 buildings and new cloud services.

A key element of growth has been Ethernet.

David Gibson, VP of business development for Birch Communications, told FierceTelecom in a previous interview that its second quarter Ethernet sales will surpass what it saw in the first quarter.

For more:
- see the release

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