2025 Women of the Channel
via CRN
Published annually, CRN's Women of the Channel spotlights female leaders in the technology industry. Included on the 2025 list are Softchoice, a World Wide Technology co.'s Heather Haskin (pictured left), AWS Business Development Manager, US Alliance and Jaime Waterfield (pictured right), Director, Microsoft Category.
Find portions of each of their profiles below, and click on their names to read full CRN feature.
- Location: Mount Prospect, IL
- URL: https://Softchoice.com
- Years In Current Position: 1
- Years In The Channel: 4
Bio and Background
In her current role, Heather drives the growth of AWS products and services across the US, aiming for 10x growth in initiatives. At the company's Sales Kickoff, AWS was awarded Cloud Partner of the Year, reflecting successful collaborations. Heather brings seven years of sales and channel experience and outstanding communication skills. Outside of work, she enjoys running, yoga, and spending time with her three children.
What's the key to success for your solution provider business in 2025?Innovation and out-of-the-box thinking that drives premium generative AI solutions for our customers, delivering immediate revenue for them.
- Location: Rochester Hills, MI
- URL: https://www.softchoice.com
- Years In Current Position: 1.5
- Years In The Channel: 19
Bio and Background
Jaime is the Director for Microsoft business at Softchoice, a prominent Microsoft scale solutions partner in North America. Jaime's extensive background includes development, product marketing, product management, professional services, sales and customer success. She has been married to her husband, Steve, for 20 years, and they have two teenage sons, Davis and Austin, along with two dogs, Bogey and Birdie. A former collegiate golfer, Jaime enjoys playing golf with family and friends and aims to encourage more women to participate in the sport.
What's the key to success for your solution provider business in 2025?
Differentiated value with AI and Security. It is critical that we move beyond foundational services offerings that enable our customers to pilot AI. We need to be able to help customers realize meaningful value with AI, and ensure they are doing so Securely. We need to do this with a combination of professional and managed services that help to iteratively move a customer along in their journey. This means we need to help customers evolve beyond "out-of-the-box" capabilities of solutions like Microsoft Copilot to instead tapping into the value of their own data and systems.