It’s been rather busy in tech news for quite a few executives who have gotten new appointments and joined companies as we venture on for this third week of March. Let’s see who the movers and shakers are in this week’s headlines.

First up is Karl Soderlund, former US Channel chief at Avaya who took up a new position with Aruba Networks (News - Alert) as its first vice president of worldwide channels.

According to the news report, Soderlund’s experience includes involvement in data networking at Avaya (News - Alert), which will play a big role in his new tenure with Aruba. In his new position, Soderlund will coordinate and integrate the company’s three channels for the Americas, EMEA, and Asia-Pacific.

“[Aruba] is at a stage right now, being close to an $800 million company, where there's just a tremendous opportunity to leverage its partner community to drive even more growth,” Soderlund said.

Learn more about Soderlund’s new role at Aruba Networks and what this means for the company via the full report.

In other news, telecommunication and Internet company SoftBank Corp announced this week that Bruce Gottlieb was taken on as its newest vice president.  

The news report states that Gottlieb is no stranger to executive positions. He was most recently president at National Journal, and senior vice president at Atlantic Media. Gottlieb will be in SoftBank’s U.S. location with the official title of Executive VP for Legal and Regulatory Affairs.

“We are extremely excited to have a talented leader with Bruce’s deep experience and understanding of U.S. communications policy join the SoftBank team,” Fisher said. “Last year, we made the largest ever foreign investment by a Japanese company in the United States and we expect Bruce will play a key role in helping us manage the investments we have made in the U.S. mobile Internet industry.”

Learn more about SoftBank’s services and products and how Gottlieb will transition via the full report.

In call center news, Alorica announced that it will be naming Colleen Beers as senior vice president of strategic accounts for client services across worldwide operations. The company has been on track to grow its 20,000-employee workforce.

“As a business built upon providing solutions that help our clients provide the best customer experience in a cost-effective environment, we at Alorica understand the importance of delivering dedicated attention to specific customer needs and challenges,” he added  “Colleen’s devoted responsibility as head of strategic accounts will be to develop deeper, more strategic relationships with our top customers, resulting in stronger partnerships, increased international growth, and additional revenue opportunities.”

Read about Beers’ experience and what she will bring to Alorica in the future from the full report.   

Bill Farwell was hired as CFO for TNCI (News - Alert), a telecommunications company. According to the report, Farwell is a certified accountant, having earned his MBA from the University of Southern California and brings 20 years industry experience in companies as small as startups to Fortune 500 companies. Most recently he was CFO of Total Call International, Inc., a prepaid phone card business.

"Bill Farwell's commanding knowledge of the telecommunications and finance realms make him a perfect fit for the CFO position at TNCI," says Jeff Compton, CEO and President of TNCI regarding the decision to go with Farwell. "His insight and experience will lead TNCI down the road to financial growth and help expand its prowess within the telecom industry. I am looking forward to working closely with Bill as TNCI continues to work towards becoming a national telecommunications Tier 1 provider of retail and wholesale services.”

Learn more about Farwell’s experience and what he will bring to TNCI.

Brocade (News - Alert) hired a new CMO, news this week has reported. Christine Heckart will bring 20-plus years of experience in the high-tech field where she held marketing leadership positions at networking and other high tech companies. She was most recently CMO for ServiceSource.

Heckart assume responsibility for all strategies related to the Brocade's global marketing organization.

Read the full report to learn more about her new appointment and the future of ServiceSource.