Exclusive: After 17 years, Peter Masters leaves Express Data

Masters will focus on his passion of public speaking, presenting, marketing, branding and leadership training

Express Data director of marketing and vendors, Peter Masters, will leave the distributor on December 24 after 17 years in the business.

Masters will retire from the world of IT distribution to focus on fostering a career in public speaking, presenting, marketing, branding, writing and leadership training.

“I’ll be retiring in a sense, but in another sense I’m beginning a new career for myself,” Masters said. “After 17 years in distribution, there comes a time when I want to pursue other things in my life. I’ve been waiting for an opportunity to get the timing right.”

He will also be publishing a book in the New Year.

“My book will have a fair section on branding, leadership and will look at great historical characters and what made them brilliant leaders. It also contains a fair bit of history on the channel,” he said.

Reflecting on his time in distribution, Masters said he had seen a lot of changes occur in the industry.

“Express Data has been a very profitable and growing business for the entire 17 years that I’ve been here,” he said. “It’s led the way with bringing new technology into Australia and we’ve been at the forefront of things like thin clients and software licensing, and we managed to make that into a strong business as well as security and now Cloud.

“We’ve built a very strong business that has stood the test of time.”

One of the most memorable moments for Masters was the first day of Express Data and being involved in making a conscious decision to partner closely with Cisco and Microsoft.

“At the time, Cisco was unheard of and that decision was pretty memorable because both those vendors have provided the business with a very strong core for a long time,” he said.

Key lessons that Masters has learnt during his time include having a strong team and making the office an enjoyable environment to be part of.

“To be successful in a very rapidly changing environment like the channel, you need to have a core of good people who are loyal to your business,” he said. “You have to put your own staff ahead of customers and vendors, and make them the number one priority.

“It’s sad to leave Express Data, but it has been very successful and has a great culture that is resilient and strong.”

The distributor is still looking to fill the spot of CEO since David Gage's departure in November and will also be looking for a replacement for Masters.

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