To further strengthen this trajectory, the newly created Southern Europe Business Unit will be led by Marcos de Santiago, a seasoned professional with extensive experience in strategic planning and business management. Marcos began as a Product Manager, developing the Iberian market, and later took on leadership roles to build the sales team for Southern Europe, as well as for France as Sales Director. Before joining Synology, he worked with global companies such as Lufthansa Group and L'Oréal, always in IT-related roles, which gave him a comprehensive understanding of the technology sector. His passion for Synology began even before he joined the company, as he was a proud owner of a Synology NAS.
Synology has experienced significant expansion in the Southern European markets with an astonishing average year-on-year growth of 30% over the past five years.
Victor Wang, Managing Director of Synology's French subsidiary, is delighted with Marcos' appointment as Business Unit Director . "With this new structure, led by the strategic capabilities Marcos de Santiago has demonstrated in driving growth over the past decade at our subsidiary, we will have even greater agility to adapt to the needs of the local market while benefiting from Synology's global expertise." Marcos expressed his enthusiasm for the opportunity: "We have a strong reputation as a trusted brand in data management and security, and I am excited to take on this new challenge, confident that Southern Europe can be taken to a new level in the coming years."
Strategic priorities for southern Europe
Marcos' priority for the business unit is to expand and integrate its local sales and marketing force, followed by penetration into the enterprise market and channel participation.
The enterprise sector presents a significant growth opportunity, with particular focus on expanding Synology's presence among major corporations. "Currently, almost half of the companies listed on the IBEX 35 use Synology solutions, and our goal is to continue growing," says Marcos. The focus is equally strong for Italy: "We currently have a significant number of companies in the MIB 40 using Synology solutions, and our goal is to expand even further." This growth will be driven by offering high-end solutions and establishing a dedicated team focused on enterprise clients. By working closely with our partners, we will ensure the level of support and high standards of reliability that these companies demand.
The commitment to the channel remains crucial, with the goal of strengthening trust with existing partners and attracting new ones. “Over the years, we have built strong relationships, and our partners know they can count on us,” added Marcos. “Now we want to go even further, collaborating more closely with our partners and helping them better serve their customers, for example, by offering them more training opportunities. Furthermore, we will continue to promote and enhance our successful Partner Program, ensuring that more companies benefit from both the quality of Synology solutions and the growth opportunities we are experiencing.”
Leverage Synology's security innovation to drive success and expansion into high-potential vertical markets.
Security is always Synology's top priority, from data security and physical security to system security.
To that end, Synology's product range includes fundamental security solutions such as WORM file servers, enterprise-grade data protection with DP and BeeProtect, which is poised to expand into the consumer market. Furthermore, Synology extends data protection security to physical surveillance, offering Wi-Fi cameras for the home market, VSaaS solutions for SMEs, and complete enterprise surveillance systems. The company also offers security-related peripheral solutions, such as EW+ (Extended Warranty provided by Synology), C2 Password, C2 Transfer, and C2 Identity. "We are delighted to have earned the trust of our customers to protect their data with Synology, and we see a tremendous opportunity to reinforce this message in the Southern European market," he emphasized. "We are dedicated to guiding our customers in seamlessly integrating our security solutions into their infrastructures, ensuring the peace of mind they deserve," Marcos added. "And we're just getting started: there are many more innovations on the horizon."
With this strategic reorganization, penetration into the enterprise market, channel engagement, and focus on solutions, Synology is poised to strengthen its leadership in Southern Europe, reinforcing its commitment to partners, customers, and the market as a whole.
