Lutz Nordbrock joins Atlona's EMEA staff as technical sales engineer

Nordbrock will work closely with EMEA customers on technical and sales matters

Atlona continues to strengthen its global presence with new partner and personnel appointments that bring important resources closer to its customers in every region. The appointment of Lutz Nordbrock as Technical Sales Engineer is the latest addition to the company’s EMEA team as the company looks to strengthen its regional team.

Nordbrock brings more than 25 years of technical sales and engineering expertise to Atlona, including nearly a decade in broadcast engineering at the beginning of his career. He subsequently transitioned to the industrial and commercial AV markets, serving as an independent technical representative for globally-known brands including Samsung-Techwinand Mitsubishi-Electric. He most recently held regional account management and sales engineering with Optoma (a division of Coretonic) and Vivitek, strengthening his expertise in projection and display systems.

In this newly created position, Nordbrock will closely communicate with EMEA customers throughout the sales journey on all technical matters. This includes everything from initial system design, technical drawings, and field applicationplanning through to post-deployment problem-solving. Nordbrock’s past installation experience will bring additional value by working with integrators on the installation and commissioning of IP-based AV systems. 

Nordbrock will also collaborate with Atlona regional sales managers in the DACH region (Germany, Austria and Switzerland) for training and certification classes. This includes dedicated trainings at Atlona and partner facilities, as well as initiatives at regional industry events.

Atlona CEO Ilya Khayn emphasized that there is an increasing need for experts such as Nordbrock on the global sales team as Atlona transitions to a more “solutions-oriented” sales approach.

“Lutz’s wealth of engineering experience, commercial AV background, and knowledge of the entire AV ecosystem adds an important layer of technical expertise to our growing team,” said Khayn. “More specifically, Lutz is capable of diving deeper into timely industry topics such as AV/IT convergence and networked control, which will prove especially valuable to our partners managing AV over IP deployments at end user facilities. His communication skills will also add value to a wide range of customer-facing requirements, from education to onsite support.”