With over 25 years of experience in the sector and more than 18 years dedicated to HP, Salvador takes the reins, leveraging his renowned ability to lead teams and his extensive knowledge of market dynamics. His vast industry experience in strategic areas such as Sales, Marketing, Category Management, and Business Development has enabled him to spearhead HP's digital transformation toward omnichannel and contractual models. His long career at HP, including 10 years as Marketing Director for HP Iberia, has always been characterized by his passionate approach to generating impact through technology, which will undoubtedly help us maintain our strong commitment to the channel and guide it to new heights of success.

Javier García Garzón leaves behind a significant legacy, including a profound impact on the development of the sales channel, with a successful track record that led HP to achieve a leading position in the region. In addition to leading the channel in Iberia, Javier has been a key player in developing the channel strategy in Southern Europe and the large accounts business in Iberia following the merger with Compaq. His contribution extends beyond the professional sphere, as he has been a tireless promoter of talent within the company, building strong teams and serving as a bridge between different business units and departments.

With this transition, the commercial channel team will become part of Salvador's team, consolidating under a single leadership. This strategic integration of the commercial, transactional, and retail channels will enhance the company's agility in the market and facilitate the channel's ongoing transformation and development.

Salvador Cayón, originally from Cantabria, holds a degree in Physics from the University of Cantabria, specializing in electronics. He also has postgraduate studies in Economics from the Autonomous University of Madrid, a Postgraduate Diploma in Innovation and Leadership from Stanford University, and has completed an Advanced Sales Management Program at IE Business School.