API recruits new regional director of sales for APAC

Automated Processes, Inc. (API) has appointed industry veteran Davwinder Sheena as its new regional director of sales for the APAC region.

Sheena joins API with a wealth of experience in studio management and technical operations, as well as directing sales for several top professional audio manufacturers.

"API is committed to growing our presence throughout the Asia Pacific region. With large format consoles in Japan’s largest scoring stages, along with our popular 1608 consoles in use from Jakarta to Seoul and on to Mumbai, Davwinder’s experience will give us a bold head start in strengthening our distribution network and establishing new relationships throughout the region,” said Dan Zimbelman, API’s director of sales.

Sheena explained: "I’ve made a full circle in my career, from running world-class recording studios to working with some of the biggest brands in the industry. I am glad to now ‘come home’ to work with an iconic brand like API and to go back to what I’ve always loved doing in this industry. It’s wonderful rekindling my love for analogue sound."

Sheena will focus initially on API’s distributor network across the APAC region. "We need to identify any issues or weak points and work much more closely with our distributors to help them build and grow," added API president Larry Droppa. "We plan to take a much more hands on approach in working with our international partners going forward."