PPDS (Philips Professional Displays) has appointed Fabrice Penhoat as business director for Philips Signage and dvLED in France, the French overseas territories (Dom Tom), and Africa. In this newly created role, Penhoat will oversee the development and execution of PPDS’ digital signage and LED sales strategies in these key regions.

A veteran of the AV industry for over two decades, Penhoat has dedicated 13 years exclusively to Philips Professional Displays, joining the company in 2015 as commercial director for Philips Signage. Over the years, his leadership has earned him a series of promotions, including sales director (France) and most recently, key account and business development manager (France, Dom Tom, and Africa).

Based in Paris and reporting to Cesar Sanz Esteban, sales director for France and Iberia, Penhoat will be responsible for accelerating sales growth, identifying new business opportunities and expanding reseller and partner relationships. His focus will include increasing brand awareness for PPDS’ evolving Philips Signage and dvLED portfolios, targeting verticals such as retail, corporate, control rooms, education, broadcast, public venues, food and beverage, transportation, digital out-of-home (DooH), sports stadiums and arenas.

Beyond France and Africa, Penhoat will collaborate with PPDS sales teams globally, supporting international projects and sharing best practices to enhance customer experiences.

“I am proud to have been entrusted in helping guide our business on this next phase in France, Dom Tom, and Africa,” Penhoat said. “As anyone who visited the Philips stand at ISE 2025 in Barcelona will have seen, the interest in Philips Professional Displays has reached a new level. This proves the power of our amazing team of PPDS people together with what I truly believe is the most versatile and complete product offering available on the global market. It is an exciting time to be part of the business.”

Sanz Esteban added, “We have identified some great business growth opportunities for our Philips dvLED and digital signage solutions in France and Africa. It is vital that we have the right infrastructure, the right processes and, above all, the right people on the ground to support our partners and customers to the highest possible standards. With Fabrice, I believe we have the talent and the products in place to take the business in these markets to even greater heights. I wish Fabrice every success in his new role.”