Avanade, the world’s leading Microsoft expert, today announced the appointment of Paula Panarra as the new General Manager for the UK and Ireland, effective 1 December, 2024. 

In this role, Panarra will lead the delivery of the company’s strategy for the UK and Ireland, enhancing its status as the global leader in Microsoft innovation and the preferred partner for organisations of all sizes and industries. This will help to further position the company in the region as the engine that powers organizations to reach their full potential by leveraging the power of Microsoft. 

The global Microsoft services market is poised for significant growth, expected to surge from $125B in FY24 to $168B in FY27, driven by AI and technological advancements. The growth opportunity for Avanade is helping clients maximize their technology investments across the entire business and technology stack to strengthen resilience and drive customer success. 

The company recently announced the launch of a new suite of services specifically targeted at the mid-market to help them achieve their ambitions in AI, balancing cost-efficiency with work readiness and a strong tech foundation, all to help them achieve a tangible return on investment. 

“Avanade truly stands out in today’s landscape with its commitment to purposeful innovation backed by a deep-rooted partnership with Microsoft,” said Panarra. “I’m looking forward to supporting our UKI clients on their journeys to achieve new levels of growth and setting new benchmarks in Microsoft Solutions.”  

“We’re at a pivotal moment for AI – when done right, technology can achieve impactful, far-reaching results that transcend traditional solutions. Together we can foster responsible, meaningful change that drives positive organisational impact, resonates deeply with our clients, and contributes to a better future.” 

With over three decades of industry experience, Panarra joined Avanade as General Manger, Iberia in April 2024. Prior to this, she spent 15 years at Microsoft, where she held key national and international roles, contributing to the company’s growth strategy, market expansion, and investment initiatives. 

During her tenure at Microsoft, Panarra held various leadership positions, including General Manager of Microsoft Portugal, where she led digital transformation efforts for clients and partners. She later transitioned to Global Director for Retail and Consumer Goods within Microsoft’s Business Applications Sales division, and in July 2023, she was appointed Global Business Applications Value Lead, where she spearheaded strategic value initiatives. 

Panarra holds a degree in Chemistry and Biotechnology from Instituto Superior Técnico de Lisboa and began her career at Procter & Gamble, where she spent over 15 years in leadership positions. In recognition of her contributions to engineering, she was honoured with the Maria de Lurdes Pintassilgo Prize in 2019, celebrating her role as a trailblazer for women in the field.