In a move to reinforce its commitment to the professional audiovisual markets, Nice recently announced strategic leadership appointments across North America aimed at revitalizing the Furman and Gefen brands.
Aaron Hernandez, MBA, has been appointed as Vice President of Sales for ProAV Solutions, entrusted with overseeing sales for both Gefen and Furman across North America and LATAM. Hernandez, boasting over two decades of AV industry experience, particularly with the Gefen brand, brings a wealth of knowledge crucial for expanding market reach within the ProAV and Music industries.
“We’re at a pivotal moment where we have an opportunity to lead the next stage of growth and innovation in the Commercial AV industry,” said Hernandez. His focus will be on driving market expansion and product innovation while maintaining the esteemed reputation of Gefen and Furman.
Joining Hernandez is Amir Hejazi, assuming the role of Sales Engineer for ProAV Solutions. With over ten years of experience supporting Gefen, Hejazi will oversee pre-sales solutions design, technical support, and training programs, ensuring seamless integration and support for partners and customers alike.
“Aaron and Amir’s contributions to Gefen have been instrumental, making them natural choices to expand into Furman,” said Mark Owen Burson, Managing Director of Nice’s ProAV Solutions division. “Their expertise will be invaluable as we pursue aggressive growth goals for these respected brands.”
In a bid to bolster innovation within the Gefen brand, Greg Mattson has been appointed Senior Product Line Manager. Mattson, with extensive experience from Crestron Electronics and QSC, is poised to drive product evolution in the installed AV space, emphasizing customer-centric solutions and enhancing functionality.
“I am thrilled to join Nice and lead Gefen’s evolution under the ProAV Solutions division,” said Mattson. His focus will be on reconnecting with partners and customers to deliver innovative solutions that solidify Gefen’s leadership in the industry.
Meanwhile, Rob Harris remains pivotal as Furman’s Product Line Manager, continuing his role in artist outreach and relations, ensuring ongoing engagement with industry influencers. With over two decades dedicated to Furman, Harris’s technical expertise remains a cornerstone of the brand’s support structure.
For more information, visit niceforyou.com.
About Nice North America
Nice North America LLC is a subsidiary of Nice, a global leader in Home Management Solutions, offering a complete range of integrated solutions for gate automation, garage doors, solar shading systems, parking systems, wireless alarm systems, and home security, for residential, commercial and industrial applications; smart and connected systems for residential and commercial applications, for the security, access control, AI (Artificial Intelligence), health & wellness, control and power/AV sectors. Today the global organization comprises 2,500 people on 5 continents, boasting a wealth of different skills and cultures, as well as 19 R&D centers and 15 production plants serving its partners and customers in over 100 countries worldwide. Nice North America LLC is headquartered in Carlsbad, CA, with award-winning sales and marketing programs, technical and field support, and CEU training and education programs that are instrumental in helping professional integrators, dealers, and distribution partners grow their businesses. The company is a proud national sponsor of the Gary Sinise Foundation R.I.S.E. program, supporting wounded veterans and their families with specially adapted smart homes.
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