Synology, a leader in data security, surveillance, network infrastructure, and storage solutions, has announced the creation of a new Business Unit for Southern Europe, which will operate under the Synology France subsidiary. This decision responds to the strong growth the company has experienced in the region over the past few years and aims to accelerate its expansion, optimize resources, and strengthen its sales and marketing strategies.
To lead this new unit, Synology has appointed Marcos de Santiago, a professional with extensive experience in strategic planning and business management. De Santiago began his career at the company as a Product Manager, aiming to develop the Iberian market, and later took on leadership in building the sales team for Southern Europe and France as Sales Director. Before joining Synology, he worked at global companies such as Lufthansa Group and L’Oréal, where he gained a comprehensive view of the tech sector in areas related to IT projects. His connection with the company goes beyond the professional, as his interest in the brand began as a user of a Synology NAS.
Synology’s expansion in Southern European markets has been notable, with an average year-on-year growth of 30% over the past five years. With the creation of this new Business Unit, the company reinforces its commitment to the region, consolidating its position and preparing for new challenges in the tech sector.
Victor Wang, General Manager of the French subsidiary of Synology, is delighted with the appointment of Marcos as the head of the business unit: “With this new structure led by the strategic capabilities that Marcos de Santiago has demonstrated in driving growth over the past decade in our subsidiary, we will have even greater agility to adapt to the needs of the local market while benefiting from Synology’s global experience.” Marcos expressed his enthusiasm for the opportunity: “We have a solid reputation as a trusted brand in data management and security, and I am excited to take on this new challenge with the confidence that Southern Europe can be taken to a new level in the coming years.”
Strategic Priorities for Southern Europe
Marcos’s top priority for the business unit is to expand and integrate its local sales and marketing force, followed by market penetration in the enterprise sector and channel participation.
The enterprise sector presents a significant growth opportunity, with particular attention to expanding Synology’s presence among leading corporations. “Currently, nearly half of the companies in the IBEX35 use Synology solutions, and our goal is to continue growing,” notes Marcos. For Italy, the focus is equally strong: “We currently have a significant number of companies in the MIB 40 that use Synology solutions, and our aim is to expand even further.” This growth will be driven by the offering of high-end solutions and the establishment of a dedicated team focused on corporate clients. By working closely with our partners, we will ensure the level of support and high reliability standards required by these companies.
Commitment to the channel remains crucial, with the goal of reinforcing trust with existing partners and attracting new ones. “Over the years, we have built strong relationships, and our partners know they can count on us,” added Marcos. “Now we want to go even further, collaborating more closely with our partners and helping them serve customers better, for example, by offering more training opportunities. Additionally, we will continue promoting and enhancing our successful Partners Program, ensuring that more companies benefit from both the quality of Synology solutions and the growth opportunities we are experiencing.”
Leveraging Synology’s Innovation in Security to Drive Success and Expand into High-Potential Vertical Markets
Security is always Synology’s priority, from data security and physical security to system security.
To this end, Synology’s product range includes essential security solutions such as WORM file servers, enterprise-level data protection with DP and BeeProtect, which is about to expand into the consumer market. Furthermore, Synology extends data protection security to physical surveillance by offering Wi-Fi cameras for the home market, VSaaS solutions for SMEs, and complete enterprise surveillance systems. The company also provides peripheral security-related solutions, such as EW+ (extensive warranty provided by Synology), C2 Password, C2 Transfer, and C2 Identity. “We are thrilled to have the trust of customers when it comes to protecting their data with Synology, and we see an immense opportunity to reinforce this message in the Southern European market,” he emphasized. “We are dedicated to guiding our customers in seamlessly integrating our security solutions into their infrastructures, ensuring them the peace of mind they deserve,” added Marcos. “And we’re just getting started: there are many more innovations on the horizon.”
With this strategic reorganization, market penetration in the enterprise sector, channel commitment, and focus on solutions, Synology is poised to strengthen its leadership in Southern Europe, reinforcing its commitment to partners, customers, and the market as a whole.