SADA’s SVP Orkideh Shahidi Honored on Channel Futures DE&I 101 List

The list recognizes individuals working to promote diversity, equity & inclusion in technology channels

LOS ANGELES, CA Sep 28, 2023–Orkideh Shahidi, Senior Vice President of People Operations at SADA, a leading business and technology consultancy and award-winning Google Cloud Premier partner, has been named an honoree on the 2023 Channel Futures Diversity, Equity & Inclusion (DE&I) 101 list. The list recognizes individuals from a wide spectrum of multicultural backgrounds driving DE&I in the communications and technology channel through their words, actions, and leadership.

“SADA has several initiatives that aim to bring awareness around DE&I and create an environment in which employees can thrive personally and professionally,” said Tony Safoian, President and CEO at SADA. “During Orkideh’s tenure, she has transformed the function, culture, and impact of People Operations across the company to support its business goals and strategies as well as the needs and aspirations of its employees. She has played a critical role in weaving DE&I through every facet of our culture, and we are thrilled that she has been recognized on this list.”

In her role at SADA, Orkideh leads People Operations, the Human Resource function at the company,  through leadership, differentiated talent models, and building a culture of engagement, agility, awareness and innovation. Orkideh joined SADA in 2012 and has played a pivotal role in overseeing its growth over the past eleven years. 

Over the past year under Orkideh’s leadership, SADA’s People Operations team spearheaded a global employee DE&I committee to diversify planning efforts beyond SADA’s North America offices and increase accessibility globally. Through set initiatives, her leadership has created an inclusive and safe environment for all employees. Under Orkideh’s leadership, SADA also introduced Culture Key Performance Indicators (KPIs) for all employees as part of their goals. This has enabled the workforce to hone in on the importance of DEI and belonging in the workplace. People and culture are the foundation of SADA’s success, and introducing intentional KPIs ensures employees spend more time in these areas to align with the company’s Core Values as part of their continued development. 

“Incorporating a DE&I lens throughout SADA’s company and culture is so important to me on a professional and personal scale,” said Orkideh. “I am honored to receive this recognition– DE&I is truly a team effort, and our commitment to these initiatives would not be possible without SADA’s entire People Operations team.”

SADA is an equal-opportunity employer that values diversity and actively works to attract and retain a diverse workforce, specifically targeting historically underrepresented groups such as women, people of color, and veterans. 

The Channel Futures DE&I 101 list was created to spotlight the efforts of dedicated and determined individuals working to eliminate discrimination in the industry. Many of these individuals work behind the scenes, and their efforts go unnoticed. According to representatives from Channel Futures, more nominations were received this year than ever. 

To learn more about SADA, visit

About Channel Futures

Channel Futures, a media and events destination for the information and communication technologies (ICT) channel community, is part of Informa Tech. It provides information, perspective and connection for the entire channel ecosystem, including solution providers (SPs), managed service providers (MSPs), managed security service providers (MSSPs), cloud service providers (CSPs), value-added resellers (VARs) and distributors, technology solutions brokerages, subagents and agents, as well as leading technology vendor partners and communication providers.

Channel Futures’ properties include many awards programs such as the Channel Futures MSP 501, a list of the most influential and fastest-growing providers of managed services in the technology industry; Channel Partners events, which deliver unparalleled in-person events including Channel Partners Conference & Expo, Channel Futures Leadership Summit, Women’s Leadership Summit, the MSP Summit and Channel Partners Europe; and a DEI Community Group, our initiative to educate, support and promote diversity, equity and inclusion (DE&I) in the ICT channel industry. Channel Futures is where the world meets the channel; we are leading Channel Partners forward. More information is available at

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