AI Innovator Loka Welcomes Former AWS Leader as SVP of Global Sales

[Palo Alto, CA, 3/10/26] — Loka, an AWS Premier Tier consulting partner and 2024 AWS Innovation Partner of the Year, today announced the appointment of Jeff Bruce as Senior Vice President of Global Sales. Bruce is a seasoned technology sales leader who joins Loka from Amazon Web Services (AWS), where he spent seven years as General Manager and Head of Partner Sales for SMB and Startups. His hire comes as Loka deepens its focus on the small and medium-sized business (SMB) segment and continues its expansion across North America (NAMER) and Europe, the Middle East and Africa (EMEA).

In his new role, Bruce will lead Loka's global Direct Sales team and collaborate closely with AWS field teams to accelerate customer outcomes. His appointment comes at a pivotal moment for Loka, following their closing of a three-year Strategic Collaboration Agreement (SCA) with AWS last year and the company’s delivery of more than 500 AI and agentic projects since 2023. As demand continues to rise for companies to implement AI and agentic solutions while also advancing migration and modernization efforts, Loka is expanding its sales leadership to help customers move faster with the right strategy, delivery and AWS alignment.

"I've seen firsthand how quickly SMB customers are moving to adopt AI and agents, modernize their platforms and scale on AWS—and Loka is uniquely positioned to meet them where they are," Bruce said. "The team's depth across migration, modernization and agentic AI is rare in the market. I'm excited to help more SMB customers unlock value and to strengthen what’s already a world-class partnership with AWS."

Bruce's arrival reflects Loka's ambitions in the SMB market, where the company has invested aggressively for the past several years. SMB customers move quickly and face a distinct set of growth and technology challenges. Many are balancing urgent demand for AI and agentic implementation with the foundational work required to migrate, modernize and scale effectively. With eight AWS competencies, including their newly achieved AWS SMB Competency, Loka is uniquely positioned to help customers and AWS teams move with greater speed, confidence and impact.

"I've seen firsthand how quickly SMB customers are moving to adopt AI and agents, modernize their platforms and scale on AWS—and Loka is uniquely positioned to meet them where they are."

"Jeff brings exactly the kind of experience and relationships that will help us scale our impact with SMB customers," said Emily Kruger, Chief Innovation Officer at Loka. "He understands the AWS ecosystem from the inside, and he understands what SMBs need to succeed. With him leading our global sales efforts, we can move faster, go deeper with AWS field teams and deliver even greater outcomes for our customers."

About Loka
Loka, the AWS 2024 Innovation Partner of the Year, builds GenAI and cloud-native solutions that power startups, SMBs and enterprises in dozens of industries, with a special focus on Healthcare and Life Sciences. Loka is an AWS Premier Partner and top migration partner that regularly contributes to the AWS Generative AI Innovation Center and has launched 500+ GenAI projects since 2023, with more than 50% moving from POC to production. Between launches their teams build in LokaLabs, developing novel solutions like ADDA™️, a conversational LLM-based agent that accelerates therapeutic drug development. Learn more at loka.com.

Media Contact
Daniel Goldberg | Daniel@loka.com

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