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5 Things To Know About New AWS Channel Chief Ruba Borno

Borno says her drive to reach her full potential is fueled by her parents’ experience coming to the U.S. as refugees who left behind everything but their integrity, education and work ethic.

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Ruba Borno, Amazon Web Services’ incoming global channel chief, comes to the industry’s largest cloud computing provider with more than six years of experience at Cisco Systems, a doctoral degree and a responsibility—driven by her family story—to reach her potential.

Borno had been working as senior vice president and general manager of global customer experience centers at Cisco, the San Jose, Calif.-based company known for its highly regarded channel partner program.

She will now officially replace current AWS channel chief Doug Yeum beginning Dec. 6, when he moves over to help build a new business on the retail side of parent company

Here are five things to know about Borno, from her background at Cisco and her belief in leading with empathy, to her doctoral studies, work on a presidential task force and how her experience as a refugee has shaped the way she approaches opportunities.

“Me and all of my sisters … feel an obligation that when we have an opportunity, to really take advantage of it,” Borno said during a podcast earlier this year. “We have a responsibility to reach our potential and work really hard and to do the best job that we can. But, more importantly, it’s also that if we climb a ladder, to leave that ladder so that others can climb up as well.”

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