On the back of launching its ASUS Business division in the Europe, Middle East and Africa region (EMEA) recently, ASUS South Africa has announced that a position has has been filled.

That position is for commercial marketing manager and taking that position is Estelle Jonker. This comes as ASUS pushes to expand its commercial business in Southern Africa.

“I am so excited to know that I can add real value to a brand that is a new player in the commercial market. This naturally means that it’ll offer interesting challenges – and finding solutions for those is exactly what drives me,” Jonker said of the appointment.

The commercial marketing manager has an incredibly impressive CV. Having previously worked at Vertiv as its channel and events marketing executive as well as Sage Pastel Accounting. We suspect Jonker will bring a breadth of experience to the role that will surely yield benefits across the value chain.

While ASUS does offer PCs suited for the commercial sector, it appears as if the firm is tired of bringing up the tail-end of companies with the largest market share for PC shipments.

On that, the IDC’s Q1 2022 data for PC shipments reveals that ASUS could be in with a shout. Having dominated the market for many years, Lenovo and HP both saw shipments decline in the first quarter of the year. IDC says that this decline was “to be expected” and if brands are able to capitalise on demand for commercial PCs, they could stand to benefit.

That having been said, there is still large demand in the consumer space so how successful this new division will be for ASUS will be interesting to see.

We wish Jonker and ASUS the best moving forward with this venture.