Citrix Canada Leader Focuses on “The New Face of Work”
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November 20, 2020

By Paolo Del Nibletto

Citrix Systems Inc. was founded in Texas back in 1989. In the past 30 or so years, Citrix has evolved from a developer of remote access software for Microsoft Windows to an internationally known provider of desktop virtualization, software-as-a-service, and cloud technologies. Recently, Citrix has embarked on a rebranding strategy that looks to position the company as “the new face of work.”

The overall concept of the new corporate identity for Citrix is to freshen up the overall employee experience. Thanks to the COVID-19 pandemic and subsequent lockdown, remote working has become the new normal. However, this change was already trending well before the outbreak of the COVID-19. According to the 2019 Buffer State of the Remote Worker report, 99 percent of workers would like to work remote, at least some of the time, for the rest of their careers.

This prevailing movement has encouraged Citrix to rebrand itself along the lines of this new way of working. The company no longer views work as a place. Instead, it looks at it as an experience where people can execute tasks and strive for achievement with minimal distractions and interruptions.

Leading the charge in Canada is Edward Rodriguez, the Vice President of Sales and General Manager of Citrix Canada. Rodriguez has been at the helm of Citrix Canada for more than two years and, during the Jolera Interview Series, said he looks to grow Citrix Canada by improving the way people work.

“At Citrix, we believe we can grow the company by working on getting the most out of our employees. We provide an experience that empowers them to do their best. Superior employee experience is essential in fueling business goals such as attracting and retaining talent, boosting customer satisfaction, increasing brand loyalty, and ultimately increasing revenue,” he said.

To that end, Citrix has developed several secure, intelligent workspace technologies that bring tools, apps, content and devices into a single user experience that can be customized to fit any individual’s needs while helping them evolve their work style.

During his 20-plus year career, Rodriguez has focused on improving individual employee performance to grow the business.

“When you do that, it helps boost productivity and creates a sense of accomplishment for the employees, fostering engagement and drives passionate, purposeful, innovative thinking. We all know this is something we need to continue in the evolution of business,” Rodriguez added.

One of Citrix’s new brand awareness campaign’s underlining themes is attempting to tame work complexity. A typical workday could see someone dealing with more than a dozen apps, spending a quarter of their day searching for data to make the right business decision while continually being interrupted by texts, chats and application alerts.

During the Jolera Interview Series, Rodriguez outlines the new Citrix corporate identity program and its means to the Canadian market.

He also talks about the as-a-service market, mentoring young professionals, and handling the pandemic and subsequent lockdown.

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