ServiceNow, the digital workflow company, has announced the appointment of new executives to lead its expansion into the Middle East and Africa region.
Ali Kaddoura will be the country manager for the UAE, and Feras Bilto will be the country manager for Saudi Arabia. The appointments follow the opening of ServiceNow offices in Dubai last year.
Kaddoura will develop and drive ServiceNow’s go-to-market strategy, working with customers and partners to resolve business issues. The key industries for him are energy and utilities, financial services, government, healthcare, manufacturing, retail, hospitality, telecom, media, and technology.
Prior to joining ServiceNow, Kaddoura was the regional director, of Emerging Markets, for EEC Services, a rising cloud services and virtualization startup. He has successfully designed and executed the company’s GTM regional strategy, built a sales team, and led expansions to the UAE, Saudi Arabia, and Qatar. He was also previously country manager for Citrix in the UAE, where he specializes in digital-workspace initiatives in the oil and gas, banking, and telecommunications sectors. Kaddoura has also held numerous sales and leadership roles with Symantec, CA Technologies, and other major system integrators in the UAE.
“Our goal is to accelerate the journeys in the digital transformation of businesses towards a new era of enhancing 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 most impressive companies in the world for 2021, and I’m proud to join a diverse, creative, fast -growing team that is changing how the world works. ”
Meanwhile, Bilto will build a brand throughout Saudi Arabia’s business community by creating awareness among CXO decision makers. In addition, 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 company’s footprint in the country.
Bilto hails from global technology solutions company Crayon, where he helped build the company’s presence in Saudi Arabia and delivered 100 percent year-on-year growth for two consecutive years. He led the strategy and accelerated the partnership while growing the national team by 40 percent. Prior to 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 on 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, ”Bilto said. “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 it has positioned us for significant regional growth. This is how we empower our customers to turn yesterday’s stories into today’s challenges. “
“ServiceNow’s commitment to digital transformation of the MEA region is absolute,” Ackerman added. “But we know that leaders do things. The right leaders bring about real change, which is why I am excited for Ali and Feras to join the ServiceNow MEA team. Their proven ability to grow brands, inspire workers and manufacturing strategy will drive ServiceNow’s platform awareness in the region and allow us to bring our unique value proposition to more companies and industries, ”said Mark Ackerman, area vice president for the Middle East and Africa at ServiceNow.