Web First: Sinefa appoints Michael Lawrey and Charles Macek to board of directors

Web First: Sinefa appoints Michael Lawrey and Charles Macek to board of directors

Move represents its growth in Australia

Sinefa appoints Michael Lawrey and Charles Macek to board of directors

Sinefa appoints Michael Lawrey and Charles Macek to board of directors

Melbourne based software start-up, Sinefa, has appointed Michael Lawrey and Charles Macek to its board of directors. Lawrey has been appointed as chairman of the board while Macek will serve as independent director.

The company said, in a statement, that this move reflects its growth in Australia.

Sinefa, co-founded by Chris Siakos and Con Nikolouzakis in 2011, aims to help network managers solve performance problems for applications running on networks. The software provides a combination of network visibility and control, which allows network managers to identify problems and give priority to mission-critical applications.

In a joint statement, the founding directors said they were very excited by the prospect of having them join the company at this time.

Nikolouzakis said Sinefa the company has attracted strong interest globally and is excited by the opportunities ahead.

“The technology is suitable for any data network and is increasingly sought after as organisations migrate more applications to the Cloud. The virtualisation of networks is also driving demand for better visibility and control.

“Sinefa is experiencing strong month to month growth, and therefore we are delighted to have Michael and Charles join us as we make key strategic growth decisions,” he said.

Lawrey brings extensive network design, management and operations experience to his role as chairman. He was has a 40-year executive career at Telstra, where he was involved in key strategic decisions including the building and operations of Telstra’s transformation network, the initial interfaces to the National Broadband Network (NBN) and establishment of the Global Operations Centre.

He recently retired from Telstra as executive director responsible for the Australian Defence Force contract.

“In my 45 years in the industry, I have seen what is needed to make a company and product successful. Some of these attributes are innovation, trust, integrity and a great customer experience that is cost effective. I believe Sinefa has those attributes and that is why I have decided to join them on their journey,” Lawrey said.

Macek has experience as an independent director, particularly in the field of investment management. He is currently a director of Vicinity Centres (ASX:VCX), has served as an independent director with Telstra from 2001 to 2009, and Wesfarmers from2001 to 2014.

Macek said his strengths of strategic direction, financial modelling and valuation, a deep knowledge of global capital markets and trends, and corporate governance will help him in this role.

"Sinefa’s focus on enabling companies to reduce costs and improve productivity intersects with the expansion of the digital economy and the need to reduce the environmental footprint from our growing economies. I look forward to working with the team,” he said.

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The company currently has six full-time staff employed and has about 40 clients in Australia. Its marketing executive, Peter Russell, told ARN the company is It is looking to grow its MSP base and is on a growth spurt.

“Our target is to talk to MSPs. We’re happy to talk to network managers in large enterprise but we’re not going to actively chase them. We’re just in the process of engaging the Victorian State Government and a State Government in South Africa.

“We would like to work with the Australian Federal Government at some stage. It’s about finding customers that have network problems – like schools, technology companies, accounting services, and governments,” Russell said.

Russell also indicated that having a channel model is key to its development.

“Any MSP that wants to work with us has an opportunity to take a marginal approach than to on-sell to customers. They can procure Sinefa’s service from us and repackage it into their own service offering to clients,” he added.

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Tags startupsgrowthexpansionhires and firesNetworkingappointmentssoftwaresinefa is a channel management ecosystem that automates all major aspects of the entire sales, marketing and service process, including data tracking, integrated learning, knowledge management and product lifecycle management.

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