Jennifer Anaya has spent more than 20 years helping shape the IT channel by advocating for marketing innovation, building influential partner communities and championing the power of relationships across the industry. As senior vice president of marketing at Ingram Micro, she has also developed the reputation as a champion of collaboration, growth and helping partners succeed around the world.
In this Q&A, the newest GTIA board member shares why strong partner networks remain one of the channel’s greatest competitive advantages, how marketing can drive meaningful business outcomes and why mentoring the next generation of leaders is essential to the industry’s future. Here’s what she had to say
You've built a 20+ year career at Ingram Micro, shaping the brand, leading Agency Ingram Micro and driving digital innovation. Can you share milestones and what inspires your long-term commitment to the IT ecosystem?
I've been fortunate to grow alongside an industry that never stands still, or sleeps, depending on the event season. Having a decades-long career at Ingram Micro and within the channel has reinforced one simple lesson: Success is a team sport. When our partners win, we win.
Some of the milestones I'm most proud of include transforming a traditional marketing organization into a high-performing business growth engine including expanding Trust X Alliance into a global community of technology leaders. More recently, I've enjoyed inspiring our incredible team to use technology and digital marketing practices to generate growth through the Xvantage platform. Everything we’ve accomplished is designed to make it easier for our partners to grow more profitably, innovate, and build upon their own differentiation. At the end of the day, that's what matters most.
As for what has kept me inspired for more than two decades, that's easy. It's the people. The IT channel runs on relationships. Trust matters, collaboration matters and people genuinely want to help each other solve problems, share ideas and move the industry forward. Being part of that journey, and Ingram Micro's journey, continues to be incredibly rewarding.
Ingram Micro is known for its impactful partner communities, including Trust X Alliance, which you lead. How has your experience building and nurturing this global community influenced your perspective on the value GTIA brings to the IT channel, and how has GTIA shaped your own professional outlook?
Leading Trust X Alliance has reinforced my belief that community remains one of the greatest growth advantages any organization can have. When leaders come together to openly share ideas, challenges and best practices, everyone benefits. I believe one of the biggest advantages channel partners can have in the age of AI is a group of trusted partners who are invested in each other’s success.
This is also what makes GTIA so valuable. It provides our industry with a welcoming association for collaboration across companies, disciplines and regions while tackling the opportunities and challenges shaping our future. No single organization has all the answers. Real progress happens when we're willing to learn from one another and work together.
Serving alongside so many respected industry leaders has challenged me to keep learning, stay curious, and think more broadly about where our industry is headed and what our partners will need next.
As a GTIA board member, what goals or initiatives are you most passionate about advancing, whether related to strengthening channel marketing, accelerating digital enablement or elevating the next generation of IT leaders?
One area I'm especially passionate about is helping organizations find their voice, articulate their value, use marketing to tell stories that resonate with customers and partners and scale that effect with AI and technology.
I've also spent much of my career advocating for marketing as a strategic business driver. Great marketing isn't simply about building awareness. It's about creating experiences that build trust, strengthen relationships and outcomes that drive business impact.
Another priority for me is investing in the next generation of leaders and being a thought partner to our industry's current leaders. Our industry has always been strongest when experienced leaders take the time to mentor others, develop talent and open doors. Continuing to build a diverse and capable leadership bench will benefit the entire channel for years to come. And for our current leaders, it's hard to collaborate with confidence and confidentiality at times. We all need someone who's willing to work with us and is comfortable telling us how they see and hear it, so that we stay grounded, informed, focused and continue to grow.
You've been a powerful advocate for the IT channel, founding the industry's first dedicated full-service in-house marketing agency and championing the evolution of partner experiences worldwide. What motivates you to volunteer your time with GTIA, and what continues to fuel to work with us and is comfortable telling us how they see and hear your dedication to supporting and uplifting the global channel community?
I've always believed that leadership comes with a responsibility to give back. The channel has provided me with incredible opportunities throughout my career, and serving on the GTIA Board is one way I can give back while contributing to important conversations about the future of our industry and the ITSP community.
What continues to motivate me is seeing what happens when people come together with a shared purpose. Whether it is helping partners solve business challenges, mentoring emerging and established leaders or exchanging ideas that move the industry forward, those conversations often lead to better outcomes for everyone involved.
And to end on a lighter note, outside of your global leadership role and industry advocacy, what's one personal interest, passion or fun fact that people might be surprised to learn about you?
A fun fact: If I wasn't a CMO, I probably would've made a pretty good race car driver, at least according to my friends and family. On a more serious note, one of my favorite ways to recharge is cooking with and for family and friends. I love having people gathered around the kitchen, sharing stories while a meal comes together. I also enjoy traveling and exploring new places, restaurants and cultures. Those experiences keep me curious, grounded and inspired, both personally and professionally.
Meet the GTIA Board of Directors! Read the blog series.
