Life in the Channel: Jamie Plumridge

We chat with Tenda’s commercial director about his storied 20-year career in the Channel
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We chat with Tenda’s commercial director about his storied 20-year career in the Channel
Life in the channel - Jamie plumridge

What does an average day look like for you?

An average day… what is that? Tenda is in an exciting and dynamic growth period right now and so my days are extremely varied as we engage with a variety of existing and new partners. We are also in the process of hiring new staff and setting up our UK office. I am in the process of organising various events for 2018, while also managing new product releases and further bolstering our marketing and PR activities.

What are the key aspects of your role?

I work very closely with the UK managing director and sales director to constantly assess and develop our UK strategy and operations. This involves developing our complete ‘go-to market’ strategy, recruitment, team management, partner engagement and operation/ logistics control. I love getting out to meet resellers all over the country, and even recently got involved (alongside one of our product managers) in assisting a UK reseller in an install involving our Nova MW6 smart whole home Mesh Wi-Fi system into a large Hyde Park mansion. Not part of my official job description, but I thoroughly enjoyed getting out to help one of our customers, which resulted in an extremely happy reseller and end user. There are no Ivory Towers at Tenda. Even our CEO has been over to the UK to get involved directly with our Channel partners.

What was the best piece of advice that anyone has ever given you for your career?

‘Treat others as you would like to be treated yourself’.

It’s a mantra that has served me well in 20 years of my career in this industry (as well as in my personal life). I still believe that ultimately people do business based on trust, and respect. Of course, the business offer has to be sufficiently strong, but as long as that is the case, people want to do business with someone that they trust in.

Having moved about the Channel, what are your best and worst memories from Channel life?

I have actually spent about 15 years of my 20 years in this industry running my own businesses, which means I have had the pleasure of working with a real variety of companies and people in this industry. Some of my best memories are of the various Channel events through the years such as the PCR Awards where I get to catch up with all of my Channel colleagues in one place. My worst memories of Channel life are those times when I have been let down by people/ companies that haven’t shared the same mantra as I do of ‘treating others as you would want to be treated’. Thankfully however, those moments have been very few and far between.

Do you have any hobbies outside of work?

I have been an avid footballer all my life and still play regularly. Although, the realisation that I am no longer the quick, young whippersnapper that I used to be can be a stark reality check at times, especially as the new generation breeze past me! I also play a bit of golf (badly), play bass guitar in a band (pretty well) and love training in mixed martial arts. I did an MMA cage fight for charity in front of over 1,000 people in August. It took me way outside of my comfort zone, and most importantly raised over £5,000 for Cancer Research.

How can people best get in touch with you?

You can contact me at any time via linkedIn, or email