ServiceNow appoints new leaders to spearhead its operations in the MEA region

ServiceNow today announced the appointment of new leaders to spearhead its ambitious expansion in the Middle East and Africa region.

Ali Kaddoura will be Country Manager for the United Arab Emirates and Feras Bilto will be Country Manager for Saudi Arabia. The appointments follow the opening of ServiceNow’s offices in Dubai, UAE, last year and reflect the company’s view of the MEA region as a key territory for expansion.

In his role as country manager for the UAE, Ali Kaddoura will build and drive ServiceNow’s go-to-market strategy, working with customers and partners on solving extant business issues with the power of ServiceNow solutions. Key industries for Kaddoura will be energy and utilities, financial services, government, healthcare, manufacturing, retail, hospitality, telecoms, media, and technology.

Prior to joining ServiceNow, Kaddoura was Regional Director, Emerging Markets, for EEC Services, a rising cloud services and virtualization start-up. He successfully designed and executed the company’s regional GTM strategy, built a sales team from the ground up, and led expansions into the UAE, Saudi Arabia, and Qatar. He was also previously Country Manager for Citrix in the UAE, where he specialized in digital-workspace initiatives in the oil and gas, banking, and telecommunication sectors. Kaddoura also held multiple sales and leadership roles with Symantec, CA Technologies, and other major systems integrators in the UAE.

“Our goal will be to accelerate enterprises’ digital transformation journeys towards a new era of enhancement of experiences for their employees and customers,” Kaddoura said. “ServiceNow’s Now Platform is the platform of platforms for the digital workflow revolution. Fortune magazine named us one of the world’s most admired companies for 2021, and I am proud to join a diverse, creative, fast-growing team that is changing how the world works.”

Feras Bilto will step into the role of Country Manager for Saudi Arabia, building the ServiceNow brand across Saudi Arabia’s business community by creating awareness among CxO decision-makers. He will work closely with the company’s Europe, Middle East, and Africa (EMEA) team, as well as local and international partners, to expand the ServiceNow footprint in the country.

Bilto comes to ServiceNow from global technology solutions company Crayon, where he helped build the company’s Saudi Arabia presence and delivered 100% year-on-year growth, two years in a row. He led on strategy and accelerated partnerships while growing the national team by 40%. Before Crayon, he led the growth story at VMWare, increasing channel focus and expanding the team from six to 45 during his five-year tenure.

“When you consider the challenges our customers face in their digital transformation journeys, you can see that their KPIs are under threat without a unified platform that allows them to have all their metrics in a single pane,” said Bilto. “ServiceNow’s platform of platforms enables the right decisions to be made at the right time for optimal business impact. This is our unique value proposition, and this is what has positioned us for significant regional growth. It is how we will empower our customers to turn today’s challenges into yesterday’s stories.”

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