Mano Parmar from Philips MMD & AOC International was a popular winner at the Stockies last year, scooping the Personality of the Year Award – a testament to his positive influence on the sector over recent years.
Last year’s Stock in the Channel Awards saw a plethora of gongs given out to people and businesses from across the channel. One of the most eagerly anticipated awards on the night was the coveted Personality of the Year title. To his surprise, Mano Parmar, channel sales manager at Philips MMD & AOC International, took the title.
Here, Mano talks about how honoured he was to win the award, and the importance of standing out from the crowd.
News in the Channel: What does winning the Personality of the Year Award mean to you?
Mano Parmar: A huge honour. It didn’t really sink in until later in the evening, when I took a moment to look around at the friends, partners, customers and colleagues who’ve been part of my journey. After nearly three decades in the channel, being recognised by your peers is incredibly special. And considering some of the personalities in our industry, I’m still not quite sure how I won it!
Q: Was it a surprise when you were announced?
MP: Absolutely. I was proud just to be shortlisted, so when my name was announced I thought I’d misheard it until the people around me said; “It’s you!” I was shocked, honoured and very grateful.
Q: How did you get involved in sales?
MP: By accident. I was a photographer and a chef before finding my way into the IT channel. Looking back, it was one of the best career moves I could have made. And a ‘whole other story’. The technology is great, but it’s the people and the relationships that hooked me.
Q: How important is it in sales to stand out from the crowd?
MP: Very important. Not by being the loudest person in the room, but by being authentic, building trust and doing what you say you’ll do. Being different as well as flexible. People remember how you make them feel.
Q: What is your favourite aspect of your job?
MP: The people, without a doubt: clients, end users and my European counterparts alike. Every day is different, and I get to work with fantastic partners, customers and colleagues right across the channel. That variety is what keeps it exciting.
Q: What do you enjoy about the IT channel?
MP: The opportunity, and the rewards the channel gives you. Technology never stands still, and neither does the channel — or me. I love how ever-changing, evolving and entertaining it all is, the personalities and characters I get to work with, and being able to help clients achieve their goals.
Q: How has your career progressed?
MP: It’s been an interesting journey. I’ve learned from some great people along the way, and I’ve tried to take something positive from every role, company and experience. Developing a more consultative approach over the years has helped me grow, and it’s that continuous learning that keeps me motivated. Staying curious has been key — and being a glass-half-full sort of person has certainly helped me keep driving forward over the years.
Q: What are you looking forward to for the remainder of the year?
MP: More partner engagement and plenty of new opportunities — and, if I’m lucky, lowering my golf handicap and getting in a bit more fetch with my neighbour’s dog. A few channel events along the way wouldn’t hurt either. Most of all, though, it’s about getting the team and the business over the line.
Q: How often do you use Stock in the Channel and how important is it?
MP: Every day, without fail. It’s a great platform for visibility, for partner engagement and for staying connected with what’s happening across the channel. And seeing our brand grow through the marketing and the socials online is fantastic too.
If you would like to nominate your favourite channel Personality for Stockies Personality of the Year 2026, nominate here. Nominations close at midnight on 25 September 2026, and the shortlisted channel personalities will then be put to the channel vote.
