Emily Masterton has been announced as Global Head of Channel at 8×8, driving 8×8’s evolution into a truly channel-led organisation.
With nearly 19 years of channel experience, Masterton started as a Channel Account Manager at Oak Telecom before progressing through senior channel roles at Unify and Atos. She joined 8×8 six and a half years ago as a Strategic Alliance Lead, stepping into channel leadership from there and never looking back.
Throughout her career she has delivered consistent results, growing channel businesses by expanding partner ecosystems, building pipeline and driving bookings. Masterton’s career has been built around partners, and that informs everything from how she works with partners and her teams to how she engages the wider business.
At 8×8, Masterton focuses on the four things she believes drive genuine partner commitment: making the business easy to work with, enabling partners to grow through programmes, enablement and marketing, investing and innovating in partnership so partners help shape 8×8’s future strategy and portfolio and building the kind of trust that turns a vendor relationship into a true partnership.
She works closely with sales, marketing, support and enablement to create the processes and foundations that underpin a channel-first business.
Collaboration is central to her approach. Masterton works as one team with the broader organisation, building the rules of engagement and operational models that give partners and internal teams alike the clarity, trust and confidence to move forward together.
