Annata announces leadership transition as Damon Repton becomes CEO

Annata announces that Damon Repton has been appointed Chief Executive Officer, succeeding Magnús Norddahl, who is stepping down after leading the company through an important phase of transformation.

We thank Magnús for his leadership and valuable contributions, which helped strengthen our foundation and sharpen our focus as we look to the future.

With more than eight years at Annata, Damon brings a deep understanding of the company’s strategy, products, and global operations. He has over 20 years of experience in the industry and was one of the founders of IBRL, which later became part of Annata. His strong record of customer focus and execution ensures continuity and momentum as Annata advances its vision, including a continued emphasis on AI, product innovation, and delivering measurable customer value through A365.

“As I step into this role, my priority is simple: keep our customers successful and our teams tightly aligned around outcomes,” said Damon Repton, CEO, Annata. “Annata has a unique position combining industry expertise with Microsoft’s cloud and AI platform. We will build on that strength by accelerating innovation in A365, expanding our partner ecosystem, and keeping implementation quality and time to value front and center.”

This transition comes at a meaningful time for Annata as the company approaches its 25th year. The organization remains firmly guided by its core values: Pioneering, Encouraging, and Trustworthy, and focused on helping customers connect their operations with an intelligent, evergreen A365 platform.

Annata’s strategy is deeply connected to Microsoft. Through A365, we help customers in the automotive, trucks and buses, and equipment industries manage the full sales, service, and aftersales lifecycle in one connected platform. A365 is built on Microsoft Dynamics 365, Power Platform, Azure, Copilot, and Dataverse, and is designed specifically for the automotive, trucks and buses, and equipment industries.

Media Contact

Elva Guðrún Guðjónsdóttir, Chief Marketing Officer, Annata, elva@annata.net

About Annata

Annata is a vertical software company focused on the automotive, trucks & buses, and equipment industries. Its platform, A365, is a cloud-based ERP, CRM, and DMS solution built on Microsoft Dynamics 365, Power Platform, Azure, Copilot, and Dataverse. Annata is a Microsoft Global Independent Software Vendor (GISV) and Inner Circle member, serving more than 100 customer brands across more than 100 countries. Annata was founded in 2001 and celebrated its 25th anniversary in 2026.

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