Ioan MacRae

Chief Revenue Officer, UK & Ireland Sabio Group

Last Reviewed: September 27, 2026

Executive Summary

Ioan MacRae is Chief Revenue Officer for the UK and Ireland at Sabio Group, a customer experience technology and services company that helps enterprises modernise their contact centres with cloud, AI and analytics. He was Sabio’s group Chief Revenue Officer in 2024 and 2025. His career has been spent on both sides of the contact-centre channel. He ran Avaya, one of the large vendors, in the UK and Ireland, and later led Maintel, a listed UK managed communications provider, as chief executive before joining Sabio, one of Avaya’s longest-standing partners.

Career Highlights

• Chief Revenue Officer, UK & Ireland, at Sabio Group, as named in the company’s April 2026 Disrupt London release.
• Group Chief Revenue Officer of Sabio from at least January 2024, and still in that role when interviewed by CX Today in September 2025.
• Accepted Avaya’s “Enterprise Cloud Partner of the Year – International” award for Sabio at Avaya Engage in 2024.
• Chief Executive Officer of Maintel from October 2019.
• Managing Director of Avaya in the UK and Ireland before Maintel.

Professional Journey

MacRae’s best-documented early role is at Avaya, the enterprise communications and contact-centre vendor, where he was Managing Director for the UK and later for the UK and Ireland. In that job he dealt directly with Sabio as a channel partner. Sabio’s own releases from that period quote him praising the company when it won Avaya’s Contact Centre Partner of the Year award for 2017 and when it became the first fully accredited Avaya Oceana partner in the region.

In October 2019 Maintel, the AIM-listed provider of cloud, network and managed communications services, announced his appointment as chief executive from 14 October 2019. The company noted that he had worked with Maintel for many years as a strategic business partner, and that he had led businesses through periods of sustained growth. Maintel later had an interim chief executive from February 2024.

By January 2024 he was Chief Revenue Officer at Sabio Group, the customer experience transformation specialist. That month he was quoted on the appointment of a new managing director for Iberia, and on the expansion of Sabio’s global partner management team. In May 2024 he accepted Avaya’s International Enterprise Cloud Partner of the Year award for Sabio in Denver. In a September 2025 CX Today interview he described the company’s growth strategy and its focus on AI across contact centre, automation and data.

In December 2025 Sabio added a Chief Commercial Officer to its operating board to lead the global commercial operation. The company’s April 2026 release on its Disrupt London event names MacRae as Chief Revenue Officer, UK & Ireland.

Education

No first-party record of his education was found. An aggregator claim of a University of Southampton degree could not be verified and is not recorded.