Darren Cassidy has been named President of U.S. Channels Group for Xerox. The appointment was effective Jan. 1, 2016.

Cassidy, who joined Xerox in 2000, has in-depth experience in all operational dimensions of channel business. In his new role he isresponsible for overseeing the growth of the U.S. Channels Group by creating value for both Xerox partners and their clients.

Cassidy will largely focus on determining what the future of work will look like as digital and paper worlds collide—and how channel partners succeed in this new world.

“Xerox is constantly developing new ways for partners to cultivate reoccurring revenue streams,” said Cassidy. “We have the broadest portfolio in the market, providing our partners vast ways to connect our technologies to their unique solutions, innovating how businesses can work better.”

Cassidy also notes he will drive continued investment in MPS with assessment tools, as well as more apps and workflow solutions that partners can customize to increase their customer retention and expand their footprint with their existing customers.

Cassidy served as the managing director of Xerox U.K. for the last three years. Prior to assuming that role, Cassidy led Xerox’s Global Managed Print Services Business, where he was the author and implementer of Xerox Partner Print Services.

Cassidy will be headquartered in Norwalk, Conn.