• 11 September 2018

Edel Garcia – Object Matrix Visionary

Edel Garcia Root6 Technology

Edel Garcia – Object Matrix Visionary

Edel Garcia – Object Matrix Visionary 800 450 Object Matrix

Edel Garcia – Object Matrix Visionary

How I Met Object Matrix


Currently, he is the Director of Sales for the Americas at Root6 Technology. He joined Root6 in early 2018 and is responsible for leading the company’s growth strategy in the Americas.

From 2012 to 2017 he was the EVP of Sales and Marketing at Glookast. In this role, Garcia managed the company’s Sales and Marketing departments. Responsibilities included building GLOOKAST’s customer base throughout the Americas and Europe while maintaining current business relationships, as well as refining and expanding the company’s go to market strategies.

Starting in 2007 he spent 6 years as Director of Sales for Latin America for Avid. He managed the Avid, DigiDesign, MAudio, and Sibelius brands addressing the Educational, Post Production, Broadcast, Professional Audio, MI, and Live Sound market segments. These markets were addressed via a team of 15 employees all focused exclusively on Latin America and the Caribbean.

Held the position of VP of Systems Solutions for Harris Corporation, Broadcast Communications Division for a period of six months prior to joining Avid. Was responsible for the development of corporate strategies for system solutions marketing focusing on the value proposition of Harris products and services across the Broadcast Communications Division

Prior to that held the position of VP of Sales and Marketing for the Caribbean and Latin American Region for Leitch Technology for a period of 6 years. Began his tenure at Leitch in the position of Director of Sales for the same region in 1998.

He began his career in the industry at Sony Broadcast and Professional Latin America in 1988 where he spent his first five years in engineering before moving into sales where he spent another 5 years eventually holding the position of Senior Sales Manager for Latin America.

The Reason Why I Believed in Object Matrix

Since having the opportunity to work with and get to know the Object Matrix staff and their solutions I have been a true believer in them. From their warm and human approach to dealing with customers and partners to their deep understanding of the customer base that they serve they are true innovators in what they do.

First Met

I first had the chance to work with Object Matrix at IBC 2012 when they were kind enough to help the startup I had just starting working for share some space on their booth.

Object Matrix Comment:

I first met Edel in 2012 when he joined Glookast a year or so after hounding him for a meeting during his days at Avid. Again to be cliched … Edel has become a true friend of OM whilst personally a mentor and a mate. In a highly technical industry, you not only need to understand technology or how to apply the technology you also need to be able to articulate the benefits to the organisation you are sitting in front of. It cannot be scripted nor predicted it has to be natural and authentic. Edel has all that in bags.

Sitting, watching and listening to Edel in customer meetings has been an educational experience.

Spending time with Edel outside work is a joy.

So Gracias Edel.. let’s go with the flow no matter what 😉