Annata has appointed Heimir Skúli Guðmundsson as Chief Product Officer. He takes over product leadership from Guðrún Ólafsdóttir, who is stepping down from the role.
Heimir is not new to Annata or to the industries it serves. He has been with the company for ten years, working across consulting, solutions architecture, and product. Much of that work has centered on after-sales processes for the automotive and heavy equipment sectors. Most recently, as Product Director, he led the effort to help customers adopt A365 and shorten their time to value. Across those years, he has also worked closely with Microsoft, the technology foundation on which A365 is built.
Heimir already works closely with many of Annata’s customers and partners, and he understands the operational reality behind the software: the dealers, importers, and distribution businesses that run on A365 every day. He steps into the role with a clear view of where the product needs to go and the relationships to get it there.
That direction is shaped by how fast these industries are changing. Automation and AI are moving from conversation into daily operations, and Heimir’s focus is on keeping A365 practical as that shift accelerates: technology that earns its place in the workflow of the industries Annata serves, built on the strength of the Microsoft ecosystem, with people still making the decisions that matter.
“Heimir has spent ten years close to our customers and our product, and he understands what these industries need from A365. I have full confidence in him to lead our product into its next chapter. I also want to thank Guðrún for the vision and dedication she brought to the role. She leaves the product and the team in a strong position.”
Damon Repton, Chief Executive Officer, Annata
“I have worked alongside our customers and partners for years, and that is where my focus stays. These industries are changing fast, and technologies like automation and AI only matter if they make real work easier. Our job is to keep A365 useful in the day-to-day running of dealers, importers, and equipment businesses. I am grateful for what Guðrún built, and I am looking forward to taking it forward with the team.”
Heimir Skúli Guðmundsson, Chief Product Officer, Annata
About Annata
Annata is a vertical software company focused on the automotive, trucks & buses, and equipment industries. It positions itself as an end-to-end software solution provider with deep industry specialization rather than a generic horizontal software vendor.
At the center of Annata’s offering is A365, a cloud-based business platform built on Microsoft technologies. Annata presents A365 as a unified platform that brings together ERP, CRM, and DMS capabilities in one connected environment, with the flexibility to be adopted either as a full platform or through modular components.
