CMYUK, Shrewsbury: CMYUK is pleased to announce the promotion of Amira Bouchiba to the role of EFI Technical Product Manager. Widely recognised as one of the leading product specialists in the wide format print industry, Amira brings a wealth of experience and expertise to her new position.

Her nine-year career journey with CMYUK has included pivotal roles that have equipped her with a unique perspective on customer needs and operational demands. 

Previously as CMYUK’s Academy Manager, Amira worked closely with customers to deliver hands-on training, conduct on-site production audits, and provide strategic insights that consistently steered businesses toward greater productivity. 

In her role as Demonstration Manager, she gained an intimate understanding of the daily challenges, opportunities, and goals faced by CMYUK’s customers, helping her to tailor solutions that drive real results.

Before joining CMYUK, Amira served as Senior Applications Specialist at EFI, where she gained invaluable experience in applying EFI technology to meet commercial demands. This role provided her with in-depth insight into both the technical and business applications of the technology, making her a key player in bridging CMYUK’s technical expertise with customer success.

In her new position, Amira will work closely with the CMYUK sales team to drive EFI investment by aligning the brand’s superior technical strengths with real-world productivity gains for customers.  She will actively engage with both existing and potential EFI accounts, further strengthening relationships and identifying opportunities for expanded investment in EFI technology. 

Additionally, she will work alongside the CMYUK engineering team to deliver seamless customer support.  She will represent CMYUK and EFI at trade events, reinforcing the  EFI brand and showcasing CMYUK’s unrivalled product expertise.

Sue Hayward, CMYUK’s Commercial Director, said, “Amira’s technical insight and dedication to customer success make her an invaluable asset to our team. Her extensive experience both with CMYUK and from her prior role at EFI has equipped her with a rare combination of technical know-how and commercial understanding. Amira’s commitment to helping customers unlock the full potential of EFI’s technology has consistently driven positive outcomes, and we’re thrilled to see her step into this new role.”

Amira said, “I'm pleased to take on this new role and build on the great relationships I've developed with our customers.  Helping them get the most out of EFI technology is my passion and I look forward to collaborating closely with our sales and support teams to deliver solutions that drive real value and success for our customers businesses.”