Soren West's Dynamic Role at TAIT to Expand MENA Business

Soren West's Dynamic Role at TAIT to Expand MENA Business

TAIT is excited to announce a significant addition to its leadership team with the appointment of Soren West as Executive Vice President for the Middle East and North Africa (MENA). With an impressive background in the industry, Soren is set to play a pivotal role in expanding TAIT's operations in this rapidly growing market.

Experienced Leader in the Industry

The introduction of Soren West marks a strategic move for TAIT as they aim to elevate their presence in the MENA region. His extensive career encompasses various key positions where he has demonstrated outstanding leadership and innovation. This expertise will be crucial as TAIT looks to solidify its reputation in MENA.

A Longstanding Relationship with TAIT

Soren has a rich history with TAIT and the surrounding community. Reflecting on his past experiences, he shared, "I went to TAIT for a job in 1996, and they turned me away. I spent the next 22 years working across the street; we grew up together." His journey with TAIT comes full circle as he returns to lead its ambitious growth strategy.

His previous roles include serving as CEO of ATOMIC and co-founding Beame Lighting, showing his commitment to the entertainment industry's evolution. In 2017, Soren launched his own creative company, SOREN WEST, LLC, which has now been acquired by a team who will continue its mission.

CEO Recognition and Support

Adam Davis, CEO of TAIT, expressed his enthusiasm about Soren's onboarding, stating, "Soren has been our client and our friend for nearly 30 years. It's about time we joined forces. He's a perfect fit; a trusted talent who can carry the TAIT name and mission into new territories." This endorsement emphasizes the impact Soren is expected to have at TAIT.

Embracing Opportunities in MENA

Reflecting on his new role, Soren stated, "It feels like my journey has come full-circle, like coming home. I'm thrilled by the opportunity to be part of this great company and to be part of the exciting cultural and economic change across MENA." His passion for the region and its potential mirrors TAIT's goals of harnessing innovative experiences that resonate with local cultures.

TAIT's Mission and Vision

With a legacy spanning over 45 years, TAIT stands as a global leader in live experiences, collaborating with high-profile artists, brands, and institutions. Their portfolio includes iconic productions such as Olympic opening ceremonies and award-winning theme park attractions. This rich history underscores the commitment to creating memorable moments, which will now extend to MENA under Soren's leadership.

About TAIT

TAIT collaborates with artists, brands, IP holders, and place makers to bring unparalleled experiences to life. From rock concerts to global events, TAIT has set a high standard by leveraging technology and innovative design. Their footprint spans 20 offices around the world and includes partnerships with renowned figures and organizations like Cirque Du Soleil, NASA, and Taylor Swift.

As TAIT prepares for future projects and collaborations, Soren West's appointment serves as a catalyst for growth and diversification in an expanding market. The future looks bright for TAIT in the MENA region, with Soren at the helm of this exciting journey.

Frequently Asked Questions

Who is Soren West?

Soren West is the newly appointed Executive Vice President for MENA at TAIT, bringing decades of industry experience.

What is TAIT known for?

TAIT is a global leader in live experiences, recognized for creating memorable events and productions across the entertainment spectrum.

Why is Soren's role significant?

His extensive background and relationships in the industry position him to drive TAIT's growth in the MENA region.

What has been Soren's career path?

Before joining TAIT, Soren held key roles, including CEO of ATOMIC and co-founder of Beame Lighting, showcasing his leadership in the sector.

How does TAIT impact the entertainment industry?

TAIT influences global entertainment through innovative design and technology, working on high-profile projects across various platforms.

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