Meet the team | Ascentae

Meet Our Team

Satinder Ahluwalia
Martin Rees
Tarlock Rai
Simon Privett
Jon Knight
Michael Lamb
Alex Blackshaw

We are Ascentae

Ascentae is a distributor with a difference. We are trusted advisors to our reseller channel providing knowledge and expertise when it's needed and steadfast support throughout the entire sales process. We aim to inspire digital workplaces for all environments, offering solutions that anticipate the future needs of businesses and education providers. Whether you are an end user or a reseller, our ethos is to think ahead, to help you stay ahead. These are the people who do it for you, so meet our team...

Satinder Ahluwalia

Satinder Ahluwalia Digital Communications Product Manager

It is probably an understatement to call Satinder ‘experienced’ given that he has been working in the AV industry for more than three decades. Satinder brings an unrivalled level of expertise to the Ascentae team having been involved in sectors such as IPTV and Digital Signage since the first solutions…

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Martin Rees

Martin Rees Internal Team Leader

As an Internal Team Leader, Martin works closely with our reseller channel, offering his support, guidance and expertise to help ensure customers get the right technology and solutions to transform their workspaces. He is adept at identifying opportunities for new products within resellers’ existing client bases and thrives on the…

Read The Full Bio

Tarlock Rai

Tarlock Rai Internal Account Manager

As Ascentae’s Internal Account Manager, Tarlock is dedicated to building and maintaining client relationships across all markets to support the rapidly growing business. Tarlock has a deep understanding of the channel and its mechanics and brings an immense level of experience from his previous commercial roles. He is adept at…

Read The Full Bio

Simon Privett

Simon Privett Evoko & SMS Product Manager

As one of Ascentae’s outstanding product managers, Simon is responsible for the Evoko and Smart Media Solutions (SMS) brands. Simon’s proactive role sees him working closely with both channel resellers and their customers on all aspects of meeting room booking and management. He takes a holistic approach, recommending technological solutions…

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Michael Lamb

Michael Lamb Business Development Manager

As Business Development Manager, Michael's role encompasses developing new channel partners and managing existing accounts. He is responsible for all aspects of account management, from the commercial and product elements, to customer services and logistics. Michael is a highly experienced sales leader, having spent many years working both in direct…

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Alex Blackshaw

Alex Blackshaw Business Development Manager

Alex's main focus is to cultivate and maintain relationships, primarily within Ascentae’s AV channel. He came to Ascentae with a strong industry background, having worked in a variety of roles within the AV sector for more than 17 years. Alex has been involved in many technological firsts during his career,…

Read The Full Bio

Satinder Ahluwalia

Satinder Ahluwalia Digital Communications Product Manager

It is probably an understatement to call Satinder ‘experienced’ given that he has been working in the AV industry for more than three decades. Satinder brings an unrivalled level of expertise to the Ascentae team having been involved in sectors such as IPTV and Digital Signage since the first solutions emerged on to the UK market. He is a natural sales and business manager with an impressive ability to recognise real product innovation from the earliest stages of development. Satinder has played a pivotal role in selling numerous systems and solutions in the UK and across the Middle East, Africa and Australasia from early day Macs, to numerous VOD products and Avid systems. As digital signage software was developed and subsequently launched, Satinder worked with several brands before joining STiNO as a senior consultant and business development manager in 2006. Satinder’s focus at Ascentae will stay with digital signage and as Product Manager he will oversee the range of solutions, liaising closely with our dedicated resellers to offer his expertise and guidance. Satinder enjoys spending any spare time with his family. He is married with a son and two daughters.

Martin Rees

Martin Rees Internal Team Leader

As an Internal Team Leader, Martin works closely with our reseller channel, offering his support, guidance and expertise to help ensure customers get the right technology and solutions to transform their workspaces. He is adept at identifying opportunities for new products within resellers’ existing client bases and thrives on the challenge of nurturing new leads and crafting selling strategies. Martin has garnered a wealth of experience in the AV industry, throughout his career he has worked with both the reseller channel and end users at companies such as Steljes and Avocor. He has witnessed first-hand the immense value that technology can bring to the corporate and education sectors and played a key role in helping businesses to transition from interactive whiteboards to digital displays when the solutions emerged on to the market. Martin believes that all resellers can offer true differentiation by partnering with Ascentae, not only in terms of the products but also the wider package they can offer incorporating installation support and technical services. He is also champion of Ascentae’s deal registration policy, which will see customers reap the rewards for their commitment and loyalty. In his spare time Martin enjoys live music and comedy, as well as following his beloved Liverpool Football Club.

Tarlock Rai

Tarlock Rai Internal Account Manager

As Ascentae’s Internal Account Manager, Tarlock is dedicated to building and maintaining client relationships across all markets to support the rapidly growing business. Tarlock has a deep understanding of the channel and its mechanics and brings an immense level of experience from his previous commercial roles. He is adept at monitoring technological trends and has a natural ability to interpret which solutions will truly make a difference to the environments’ of end users. Tarlock has more than a decade of sales and channel expertise, having worked across a range of sectors, from FMCG and computer gaming to business printers and toys. Throughout his career he has built a strong commercial awareness and has consistently over-achieved, surpassing sales targets and growth margins in every role. Tarlock joined Ascentae as he is passionate about the ‘game changing’ range of innovative products and solutions. He believes the cross-functional nature of technology can bring positive opportunities to resellers looking to widen their footprint with customers. Away from the office, Tarlock’s life is dominated by his love of music in all of its forms and he spends his spare time working as channel director for leading online electronic music streaming service Digitally Imported for the Drum & Bass Channel.

Simon Privett

Simon Privett Evoko & SMS Product Manager

As one of Ascentae’s outstanding product managers, Simon is responsible for the Evoko and Smart Media Solutions (SMS) brands. Simon’s proactive role sees him working closely with both channel resellers and their customers on all aspects of meeting room booking and management.  He takes a holistic approach, recommending technological solutions that will help organisations to modernise their meeting spaces and become an integral part of an efficiently managed workplace. Simon is passionate about innovation in the working environment and uses his specialist expertise to provide invaluable insight to channel partners. From project planning through to deployment, he offers his advanced technical and product knowledge to ensure a smooth experience for both partner and end user. Originally from a network infrastructure background, Simon has a great depth of experience working within the channel at both distribution and manufacturer level.   Away from the office, Simon is best described as ‘outdoorsy’ – often found mountain biking or playing golf in numerous hills and courses around Berkshire and Surrey. 

Jon Knight

Jon Knight Commercial Director, Co-Founder

Jon is responsible for overseeing all commercial elements within Ascentae, including setting the overall business strategy and defining the route to market. Jon co-founded Ascentae following two decades of experience working on 'both sides' of the industry and his in depth knowledge of the sector has helped to shape Ascentae's vision for the future. Working in distribution for six years and leading an AV reseller for 13 years has given Jon a great understanding of the pressures and challenges facing the channel. Jon's insight has brought huge opportunity and enabled him to identify significant gaps in the UK distribution market. Ascentae's role is to bridge those gaps and bring new and disruptive technology to end users together with a dedicated network of resellers. As passionate about products as he is his people. Jon is highly committed to ensuring customers have a fantastic experience through new technology and is equally dedicated to maintaining resellers' margins to help drive profitability and growth. Away from Ascentae, Jon is an enthusiastic father of two children, who keep him very busy when he's not working. On the rare occasions he has any spare time, Jon will be found playing golf or tennis or enjoying a good wine with friends.

Michael Lamb

Michael Lamb Business Development Manager

As Business Development Manager, Michael's role encompasses developing new channel partners and managing existing accounts. He is responsible for all aspects of account management, from the commercial and product elements, to customer services and logistics. Michael is a highly experienced sales leader, having spent many years working both in direct and channel sales, predominantly in the UC&C space. He is adept at taking new technologies to the global market and has introduced a multitude of products and solutions into regions such as EMEA, APAC, CALA (South America) and, of course, the UK. Michael joined Ascentae as he relishes the challenge of taking innovative disruptive technologies to market. As Ascentae’s product solutions cross the boundaries between traditional AV and UC&C technologies, Michael's invaluable experience and expertise will help to deliver excellence to all new and existing channel partners. His main interests outside of work include 'going down the gym' and taking a starring role in his local amateur dramatics group.

Alex Blackshaw

Alex Blackshaw Business Development Manager

Alex's main focus is to cultivate and maintain relationships, primarily within Ascentae’s AV channel. He came to Ascentae with a strong industry background, having worked in a variety of roles within the AV sector for more than 17 years. Alex has been involved in many technological firsts during his career, and his expertise has been built from seeing new products and solutions evolve from their infancy through to becoming a mainstay in both corporate and domestic applications. Alex is one of Ascentae's evangelists who sees our core range of exclusive UK products as being another of these technologies that will, sooner rather than later, become part of everyday life. Working with key resellers who share that ideology, Alex has identified countless opportunities within Blue Chip companies who want true collaboration at the heart of their businesses.