Executive Team

James Shanks

James Shanks

Managing Director at AVI-SPL International

James Shanks has lead AVI-SPL UK from initial concept in 2012, opening the Farnborough office in 2013, aiming to build a best in class team within the Audio Visual and Video Solutions market. James’s ethos is to make AVI-SPL the best place to work in the industry, expanding this goal throughout Europe and his passion and enthusiasm has ensured the success we have seen to date. James works closely with the US and EMEA executive teams to develop goals, strategy and ensure growth.

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Mark Sutcliffe

Operations Director, EMEA.

Mark Sutcliffe – Mark was a founding member of AVI-SPL UK and brought with him a wealth of knowledge & experience having delivered many successful projects throughout Europe and Asia during his career spanning over 15 years,delivering high end deployments to global clients.

Mark has the ability to guide project resources through to success having the technical knowledge to assist the team. He has an eye for detail & has high expectations with regards to quality. His ethos is “on time, on budget & to exceed client expectation”.

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Robert Learmouth

Vice President, Service Operations, International

Rob Learmouth leads AVI-SPL’s International Service Business, working closely with U.S colleagues to align globally.

Rob oversees the sales & strategy of the International business and manages the International teams accountable for the Service delivery to our International and Global clients.

WIll Hegan

Will Hegan

Sales Director EMEA

Will was a founding member of AVI-SPL UK and brought with him a wealth of knowledge & experience having previously worked as a consultant in the industry. Will heads up a fantastic team of Business Development Managers and ensures that the highest quality support is given to our customers through the sales process.

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John Lockwood

Technical Director EMEA

John joined AVI-SPL in December 2012 as a Head of Engineeting, John brings a technical excellence that is second to none and had successfully engineered many systems during his career spanning more than 16 years having previously worked with ProAV, Verrex and most recently Pacificwave as a solutions architect.

John ensures he stays on the pulse with regards to the latest technologies in turn providing our clients with up to date systems. John directs his team to ensure the highest level of quality is maintained and delivered. He touches all aspects of the business from initial client contact through to client handover.

Danny Rogers

Danny Rogers

Vice President, Global Channels & Partner Alliances

Danny’s roles focuses on two areas of responsibility, firstly, global Channel partnerships and secondly, global UC Partner Alliances.

The Channel role is focused on the development of the AVI-SPL channel partners, such as AT&T, Dimension Data, Orange Business Services, Level 3, Tata Communications, Unify, Verizon. The US Partner alliances centres around the development of the global relationships with both Cisco and Polycom.

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Trevor Town

Procurement Director EMEA

Trevor Town advises and assist in the selection of appropriate suppliers and global partners, to promote good procurement practice with due regard to relevant policies on Sustainability, whole life costing and ethical purchasing standards.

Trevor developments the procurement function for EMEA enhancing and improving business performance. Processes implementation to ISO standards and manages vendors on a global basis to deliver savings to support our customers.

John Zettel - CEO

John Zettel

Chief Executive Officer

John Zettel leads AVI-SPL by setting goals, shaping and sharing company values, and helping plan the strategy that keeps AVI-SPL providing the industry’s best AV and video communications solutions and services. He works closely with the executive leadership to develop goals, plans, and policies.

Raj Dani - CFO

Raj Dani

Chief Financial Officer

Raj Dani is a key architect of AVI-SPL’s strategic initiatives. Raj leads our finance, treasury, accounting, and IT functions. His experience includes various leadership roles, and he has extensive expertise in finance and accounting, as well as mergers and acquisitions.

Jeff Davis - COO

Jeff Davis

Chief Operating Officer

Jeff Davis leads the AVI-SPL’s operations, procurement, and services functions. Davis focuses on investing in the company’s technical resources in order to enhance training and staffing. He also concentrates on quality control to ensure the company is exceeding client expectations with all deliverables.

Steve Benjamin - EVP

Steve Benjamin

Executive Vice President

Steve Benjamin joined legacy AVI in 1997. In his leadership role as executive vice president for AVI-SPL, Steve is responsible for the following: contract management and negotiation, departmental financial oversight, production-related issues, real estate and insurance transactions, and corporate special projects.


Martin Schaffel - AVI Founder

Martin Schaffel

AVI Founder

Martin Schaffel founded legacy Audio Visual Innovations, Inc. (AVI) in 1979. He began his career in management with a national retailer and later joined a large office products distributor. He then built a successful business in the sale of audio-video communications products and services to corporate, education, healthcare, military and government markets worldwide. Today that vision is known as AVI-SPL.

Chad Gillenwater - SPL Founder

Chad Gillenwater

SPL Founder

Vice Chairman Chad Gillenwater is responsible for developing worldwide growth strategies, assembling a top management team, and providing the guidance that will maximize the value of AVI-SPL.