Violin Memory, vendor of flash memory-based storage hardware, has appointed Mick Bradley, who was formerly in charge of operations for the company in the Europe Middle East and Africa (EMEA) region, to lead the EMEA business as managing director.

Bradley will lead regional market awareness and go-to-market strategies for Santa Clara, California-based Violin’s entire product portfolio, according to a company statement.

“The data center is changing, and Violin is at the forefront of this transformation,” he said. “Our mission is to lower the cost of business transactions in the shortest amount of time so companies can make mission-critical decisions in real-time.”

Prior to joining Violin, Bradley has been senior director of EMEA storage consulting for HP and COO of the data management company CopperEye. He has also been VP of technology services in EMEA for Pillar Data Systems and held several senior management positions at EMC and Electronic Data Systems.

Violin, which went public in September, reported earlier this month revenue of US$28.3m for the third quarter of fiscal 2014 – a 37% increase year over year. The company also reported a net loss of $34.1m, or $0.85 per share. The loss grew from $25.4m the company reported for the third quarter of fiscal 2013.

Its shares fell following report of the loss, which was reportedly bigger than expected. Its shares were trading at $3.45 per share at close of the trading day Wednesday. Its initial public offering opened at $7.41 per share in late September.