Carl Farrell, president for the Canada and Americas subsidiaries at SAS, is the software firm’s new senior vice president for sales for the Americas.

Farrell will report directly to Chief Executive Officer Jim Goodnight. He also retains his responsibilities for Canada and Latin America.

“Under Carl’s leadership, SAS has had remarkable growth in both Canada and Latin America,” Goodnight said in a statement. “I am confident he will set the bar high for accelerating growth in the Americas.”

Farrell will focus on identifying growth opportunities, according to the company.

“The US market opportunity is huge right now,” Farrell said. “With the turmoil in the economy, smart companies who hope to succeed and grow are looking for the advanced analytics to help them rise above their competitors. SAS has delivered proven analytic offerings to customers for more than 30 years."

Farrell has worked at SAS since 2002, first running the company’s operations in Canada. He added Latin America to his responsibilities in 2005. Canada and Latin America sales have increased dramatically under his direction, and in 2007 those units were the fastest growing SAS division.

Before joining SAS, Farrell worked at Vignette Corporation, Idiom Technologies, J.D. Edwards & Company and JBA Holdings.