Joe Rueda
SVP, Area General Manager, West Region

As senior vice president of Sirius’ West region, Joe Rueda is responsible for sales and operations across Arizona, California, Colorado, Idaho, Montana, Nevada, Oregon, Utah, Washington, and Wyoming. He is based in the Scottsdale, Arizona office.

Mr. Rueda brings an extensive background in technology and channel sales, with more than 25 years of industry experience including 17 years with IBM. Mr. Rueda started his IBM career in Phoenix, Arizona, working in the general business sales division. He went on to hold several sales, business development, and leadership positions in the hardware, software and channels organizations. In 2001, Mr. Rueda joined, a startup Software as a Service company. He held several sales leadership positions, helping develop direct and indirect sales strategies and teams, resulting in the company’s eventual acquisition by Bank of America.

Returning to IBM, Mr. Rueda assumed a number of Americas and worldwide executive positions, including leading IBM’s hardware brand channel sales organizations across North and South America, including x86, Power Systems and mainframe server sales along with IBM’s storage portfolio, representing over $4.5 billion in annual revenue. Mr. Rueda left IBM to work for Avnet, IBM’s largest global channel trading partner. As vice president of IBM solutions sales, he was responsible for the North American sales operations representing IBM hardware, software, services and financing products to the value-added reseller community.

In 2009, Mr. Rueda joined Forsythe as vice president of IBM solutions. He also served as vice president of Systems Solutions, responsible for Forsythe’s systems technology practice, which provided clients with server-based hardware, software, services and financing to optimize their systems and help build their journey to the hybrid data center. Mr. Rueda was later promoted to senior vice president of the Solutions Group, where he was responsible for Forsythe’s client-facing field pursuit organization across North America, including regional solutions management, partner relationship management, and professional services. He was then promoted to senior vice president and general manager of Forsythe’s West Area, which covered 15 states.

Mr. Rueda earned his bachelor’s degree and MBA from Arizona State University, and serves on several channel advisory councils.