Fred Alexander Rodriguez

Sr Director, Strategic Attach Strategy @Connection

New York, NY, US

As Sr. Director of Strategic Attach Strategy within the Portfolio organization, I lead initiatives that accelerate revenue growth through scalable attach motions and frictionless service selling across Connection’s Technology Solutions & Services (TSX) business. My focus is on operationalizing high-affinity offerings—SKUs and packaged SOWs—that sellers can quote and close quickly, enabling velocity at scale.Key areas of focus:Velocity Services Leadership: Build and launch ready-to-transact offerings that align with customer demand signals and reduce sales friction—enabling faster deal execution and greater seller confidence.Portfolio Enablement: Develop product-to-service affinity maps and embed packaged services into seller workflows using SKUs and digitally generated SOWs through PandaDoc.Sales Enablement Campaigns: Create enablement campaigns that translate complex product-service pairings into clear, value-based sales motions.System & Process Optimization: Partner across IT, operations, and quoting system teams to improve attach UX and recommendation logic across e-commerce and CPQ platforms.Cross-Functional GTM Alignment: Collaborate with offering managers, delivery teams, and sales leadership to ensure offerings are field-ready and supported across the full sales cycle.Culture Building: Champion a services-led, expansion culture—helping reps evolve from quote responders to trusted advisors who lead with solutions and value.My role bridges strategic vision and tactical execution to help Connection shift from a transactional IT reseller to a services-led solutions partner.

Baruch College

Bachelor of Business Administration - BBA, Entrepreneurship/Entrepreneurial Studies with a Minor in Communications

New Horizons Technical Center

MCSE+I, Computer Networks