In October 2024, James Shanks officially stepped into his role as Managing Director of GPA, bringing with him decades of leadership, innovation, and global experience in the audiovisual (AV) and collaboration industry. With a career spanning over three decades, James has built and led multinational AV businesses, transformed underperforming organizations, and driven strategic growth across diverse markets.
James began his career in 1993, working with a Swedish manufacturer and later acquiring and growing his own AV integration company in London. His tenure as a leader at another major, U.S.-based systems integrator saw him expand that company’s global presence to 27 countries, developing a global account management program that secured major enterprise clients.
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Now, as Managing Director of GPA, James is focused on amplifying the organization’s unique strengths to set the stage for a transformative 2025. |
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A Vision for 2025: Amplifying GPA’s Impact
James's vision for GPA centers on leveraging its unparalleled global footprint and network of Regional Business Units (RBUs) to deliver consistent, high-quality service across the world. In 2025, GPA will embark on a bold initiative called G360, a comprehensive review of all aspects of the organization including sales, operations, marketing, and service. The goal is to refine, align, and modernize the company’s processes to ensure every RBU operates with maximum effectiveness and collaboration. 
This initiative builds on the successes of 2024, when GPA was able to strategically expand its geographical reach by identifying new RBUs in Spain, Chile, Argentina, and Colombia. This move increased GPA’s revenue dramatically and reinforced its global capabilities to those multinational customers doing business in fast-growing South America. GPA also enhanced its enterprise sales strategy by appointing Greg Holt as Business Development Manager in EMEA, enabling stronger engagement with clients with operations in that part of the world.
People and Technology: The Core of GPA’s Mission
While the communication and collaboration industry continues to evolve with advancements in artificial intelligence and immersive technologies, James emphasizes that people remain at the heart of GPA’s mission.
“Technology exists to enhance experiences and make people more productive, but without people—our RBUs, our partners, and our customers—none of this matters,” James explains. His vision for GPA in 2025 prioritizes empowering people to connect and collaborate more effectively, with technology as the enabler rather than the centerpiece.
“James joined GPA with the right background in international business and at an ideal time to step on the gas and grow GPA’s business,” said Jeff Stoebner, Chairman and CEO of AVI Systems and Chairman of the Board at GPA. “As more multinational entities require effective solutions to communicate and collaborate, GPA regional business units are at the ready to deliver with consistency and efficiency anywhere in the world.”
Moving forward, James and the leadership team will focus on fostering deeper global collaboration, refining core values, and amplifying GPA’s brand awareness. International events, like ISE 2025 in Barcelona, provide a platform for GPA and its RBU leaders and experts to showcase capabilities, connect with end users, and solidify a leadership position in the global AV industry.
With James at the helm, GPA is poised to redefine what it means to be a truly global AV and collaboration partner, delivering innovative solutions while staying rooted in its commitment to people and partnerships.
