"After the successful integration and rebranding of our two businesses, we are presented with much broader market opportunities. The NSW region, in particular, is of significant importance with tremendous customer demand," said chief executive Michael Chanter.

"The timing could not be better for Joe to join our company. He has extensive sales leadership experience with Dell EMC here and overseas and is perfectly positioned to lead the NSW business. He brings a wealth of trust and relationships that will be invaluable to our business."

Jones joins TDL from Dell EMC where he was most recently regional sales director, leading a team of 12 senior account executives and an extended virtual team of more than 60 sales and technical professionals.

"TDL is a strategic partner of Dell EMC and as such I've already had the pleasure of working closely with the team, and an opportunity to obtain an insight into their business and culture," said Jones.

"Their unique customer-first approach is inspiring – it is all about achieving outcomes and driving value."

Earlier in his career, Jones held sales positions in the UK with Trust-IT and Merisel.