FOR-A America Bolsters US Sales Team

FOR-A America has expanded its US sales operation with the appointments of Jaz Wray and Fernando Cruz as regional sales managers, as it targets further growth in software-defined solutions across broadcast, live events and professional AV.

The hires follow a series of software-centric launches from FOR-A, including the MixBoard software-based switcher powered by ClassX; viztrick AiDi, a 9:16 auto‑cropping and tracking AI tool developed by Nippon TV and delivered globally by FOR-A; and the software-defined FOR-A IMPULSE live production platform.

The company said the strengthened team will help it act as a trusted adviser and boutique technology partner, speeding customers’ transitions to cloud‑connected, IP and AI‑enabled workflows.

"Fernando and Jaz join FOR-A at a pivotal time as broadcasters, content creators, and AV professionals increasingly seek software-defined, IP-based, and AI-enabled solutions that can help them do more within constrained budgets," said FOR-A America President and COO Satoshi Kanemura. "They both bring extensive experience helping customers navigate technology transitions."

Kanemura added: "Fernando and Jaz report to Ernie Leon [Senior VP/Head of Sales and Strategic Growth], whose background in media and entertainment strategy, combined with his experience in cloud technologies and business development, provides a strong foundation for the continued growth of our U.S. team. Together, we are building an organization with the expertise, relationships, and market intelligence needed to help customers address today’s media technology challenges immediately while preparing for the future. Fernando and Jaz will play a critical role in our US growth mission."

Wray's sales and project management experience spans media, entertainment and telecommunications, with roles at NEP, Ross Video and Barco. Cruz has led business development for corporate, education and government segments at Sony Professional and Phantom/Vision Research, and most recently drove global promotion and sales acceleration of SMPTE ST 2110 and IPMX solutions at Macnica Americas.

Of his move to FOR-A America, Wray said: "Across the media and entertainment industry, we’re seeing customers reevaluate traditional infrastructure in favour of more agile, software-based workflows. FOR-A’s expanding portfolio of software-defined and AI-powered technologies is well positioned to meet those needs and I’m excited to help customers modernise their production environments and unlock new business opportunities."

for-a.com