David Lawrence joins Visionary to strengthen regional partnerships and accelerate business development in key Western markets
Santa Barbara, Calif. (June 5, 2025) — Visionary, a leading global innovator in the AV-over-IP industry, announces the appointment of David Lawrence as Western Regional Sales Manager. In this role, Lawrence will be responsible for developing and managing strategic business relationships throughout the Western United States, encompassing Alaska, Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, New Mexico, Oregon, Utah, Washington and Wyoming.
Lawrence joins Visionary with more than 20 years of proven success in sales leadership, operations management and business development within the professional audiovisual industry. He most recently served as Vice President of Sales at The Farm AV, where he spent nearly 12 years in a leadership capacity. His tenure at The Farm, and consequently Midwich, was instrumental in shaping the company’s growth trajectory and he is widely recognized for cultivating deep, enduring relationships with AV professionals and integrators across the region.
“My time at The Farm was a significant and impactful experience in my professional career,” said Lawrence. “It provided invaluable insight into the challenges and opportunities facing today’s AV integrators. I am honored to join Visionary at such a dynamic time in its evolution and look forward to contributing to its continued success by supporting our partners and customers throughout the Western Region.”
Lawrence’s career also includes key account management roles with Mitsubishi and Electrograph, where he developed a strong foundation in AV technology solutions and customer engagement. Over the years, he has established a reputation for his customer-centric approach and operational expertise – qualities that make him a strategic fit for Visionary.
“David’s appointment reflects Visionary’s commitment to investing in experienced talent to support our expanding customer base and integrator network,” said Scott Freshman, chief operating officer for Visionary. “The Western United States is a vital growth area for our organization, and we are confident that David’s leadership, deep industry knowledge and established relationships will significantly strengthen our presence in this important territory. He is known for his professionalism, thoroughness and integrity, aligning seamlessly with Visionary’s core values.”
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