Changes at the top for Viadex as Global Model gains traction

Rapidly expanding Global Reseller Viadex, have promoted Dan Hayden-Hammond to Managing Director from his previous role of Global Sales Director. Hayden-Hammond first joined up with Viadex founder Dino Cooper 20 years ago at an IT mail order reseller where Cooper was Purchasing Director. He subsequently joined Viadex in a sales role in 2005, at the time Viadex was a £12M a year reseller selling hardware and a smattering of services.

Due to Viadex’s accelerated growth in the Asia, Africa and American markets, Dan’s role will have a key focus on overseeing the growth and deployment of all global operations. His new appointment will retain a client and sales emphasis within these markets.

Synchronously, Dino Cooper who founded Viadex with his partner Elliot Read in 2001 is taking on the new role of CEO. “As we implement our global vision, which is to serve mid-sized enterprise clients who operate globally, our requirement as an organisation to constantly monitor and adjust strategy becomes vitally important. Dan has played a massive role in our success over the past 5 years, the most satisfying thing for me is to see the way Dan has lead the business through some impressive growth in previously unchartered territory and built a team to accomplish our goals.”

Viadex have been voted in the CRN top 100 resellers for the past 5 years, and in 2015 were placed in the Sunday Times International Track 200 listing as one of the fastest growing privately owned UK export companies. Revenue has grown from £12m in 2010 to £33m to June 2015, during this period Viadex disposed of a non-core business unit which was generating £11m in revenues, and opened offices in Gibraltar, Cape Town, Singapore and San Francisco to support their growing global client base.

Cooper highlighted that this move is the first of a number of key strategic appointments required to support the brand as their global growth accelerates. He hopes to announce the appointment of a new Chief Financial Officer and Chief Infrastructure Officer in the coming weeks. “As we continue to migrate from a VAR to an MSP across multiple territories we need to invest in skills and experience to support those efforts. The complexity involved is the challenge we have chosen to accept on behalf of our clients so our current Finance and Ops Director, Pascale Bull will be glad of the help as she gets to focus on her new global role of Operations Director.

Dan Hayden-Hammond said “We are focused on solving our client’s application, infrastructure and security challenges within their technology suite on a multi-national level. Our presence in Asia, Africa, Europe and America equips us with a strong and established global network allowing us to help our clients with their global deployments with ease. These changes at board level allow us to build on the successes that we have already enjoyed whilst retaining the ethos, culture and dynamism that we view as essential attributes at the core of our business. In turn, this will allow us to continue delivering a World Class service to new and existing clients.”

For more inforamtion contact Jacqueline Smith, Head of Marketing at / 020 8397 8080 /


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  • Why have you chosen to work with Viadex?

    Initially it was simply a matter of supply needs; it was convenient. Over the years the relationship has shifted from one-off purchase and supply, to a mutually beneficial partnership. I continue to invest in the relationship with Viadex because it offers a lot of advantages to me as Head of IT for a global business. These advantages include but are not limited to having an advocate working for us in discussions with vendors, having someone to make contact with vendors and either arrange proof of concept engagements or provide some background and advise relating to the vendor.

  • What are the primary benefits and/or results Viadex brings to your organisation?

    Viadex understands our business, Viadex recognises that we are a global business requiring supply to many locations, invoicing to varied entitles and that we exist in a market where there are real advantages in terms of getting to market quickly and as a result we have high expectations when it comes to logistics turnaround times.

    The Viadex account team takes time to visit our IT team and understand our project roadmap which enables them to align to our needs, as well as to offer potential solutions to address on-going challenges. Viadex recognizes the high level of technical skill in our organisation and helps us connect with the appropriate calibre of representatives from various vendors.

    Viadex assists with managing our support relationships with vendors, and taking the above into account they also help us bypass the lower levels of support and obtain quality support levels.

    Viadex advises us of how best to handle vendors, how to maximise value in our engagements and how to achieve the best return on our investments by considering alternative vendors, taking note of the timing of our purchases and optimally structuring our investment.

  • What is the process of working with Viadex like?

    Viadex has a friendly, open engagement with us. Viadex invests in face time with multiple touch-points to provide a service across the IT spectrum. The relationship is professionally owned by an account executive who is assisted by a technical team and a procurement team. The friendly and generally informal engagements suit my style; however Viadex has a professional and formal image for the times when it is appropriate. Viadex strives to respond to mails with minimal delay and is always available to take a call.

  • Why would you recommend Viadex?

    As Head of IT I appreciate not having to sweat over the details of procurement and vendor management. I am enabled to focus on delivering the business solution knowing that I can rely on Viadex to represent our best interests in commercial discussions. Viadex presents their proposed solution for review after doing the legwork. I enjoy working with the Viadex team, I have learnt a lot from them and I believe they have learnt from us too. It is a true partner relationship.