IoT Massive company Thinxtra names Carineh Grigorian Marketing Director

Carineh Grigorian, Marketing Director at Thinxtra

Aussie Massive Internet of Things (IoT) firm Thinxtra appointed Carineh Grigorian as Marketing Director, completing its executive team as the company strengthens its Australia and New Zealand businesses and doubles down on expansion in Hong Kong and Macau.

This appointment marks the completion of the executive leadership team, with Grigorian joining CEO Lambrou, COO Sam Sharief, CFO Luke Austin, and Sales Director, Roger Smith.

What does Grigorian bring to Thinxtra in the new role?

Grigorian comes with 20 years’ experience in IT, real estate and property development, and financial services, with a focus on channel marketing. She is tasked with evolving Thinxtra’s marketing strategy to support the company’s fast expanding commercial and partnerships across asset management, indoor air quality (IAQ) monitoring, and operational technologies.

Grigorian joins Thinxtra from Arrow ECS (formerly Distribution Central), where she led the company’s marketing operations across Australia and New Zealand. During her 15 years with the distributor, she established and led localised strategies spanning digital, social and content marketing, alongside vendor product marketing for its expansive portfolio of technologies.

Grigorian is credited with building a marketing team that delivered successful channel and marketing programs for Distribution Central, and was part of the team that helped grow the business from $1.6m to $313m in revenue prior to its acquisition by Arrow in 2016.

What were the executives’ thoughts on the appointment?

“IoT is predicted to become an AU$1.87T market this year according to IDC, and we are seeing demand for Massive IoT mature just as quickly as firms of all sizes look for more cost-effective and efficient ways to make assets smarter, create healthier environments, and use data to improve decision-making at scale,” said Nicholas Lambrou, CEO at Thinxtra.

“Carineh is an exceptional strategic marketer and leader renowned across the technology industry. Her extensive experience working with a wide range of organisations, combined with deep understanding of the IT channel and partner ecosystems, align perfectly with Thinxtra’s roadmap, and will be crucial in our preparations for future growth.”

“Thinxtra gives me an opportunity to be part of an innovative and purpose-driven company providing solutions that improve how we live and work, and help create a more sustainable world. As we continue to pioneer Massive IoT solutions in this part of the world, my focus is to help realise the massive potential of Thinxtra’s solutions for businesses and communities, and support our growing partner community to be successful with us,” said Grigorian.

Grigorian was a winner in the Personal Innovation – Marketing Excellence category at the 2020 ARN Innovation Awards and has served on the CompTIA ANZ Channel Community Executive Council. She is also passionate about professional development; and works with Armenia to create employment opportunities for women in rural and regional areas.