ServiceNow takes another step in its MEA expansion drive by appointing industry veterans to key positions


Dubai, United Arab Emirates: ServiceNow (NYSE: NOW), the leading digital workflow company making the world a better place for everyone, today announced the appointment of new executives to lead its ambitious expansion into 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 offices in Dubai, United Arab Emirates, last year and reflect the company’s vision of the MEA region as a key territory for expansion. Over the past year, ServiceNow has experienced phenomenal growth. Worldwide subscription revenue for the fiscal year was $5.57 billion. This brings the company closer to its goal of becoming the premier enterprise software company of the 21st century, with over $15 billion in annual revenue.

“Enterprises today are pursuing digital transformation at scale, and they are doing so at speeds never seen before,” said Mark Ackerman, regional vice president for the Middle East and Africa at ServiceNow. “All over the world, IT players want to reduce complexity, empower employees and increase organizational agility. Governance and compliance are also a concern, especially in industries such as ISP. When you combine all of this with the hybrid architectures unleashed by the cloud, you begin to see the need for what ServiceNow brings to the table – automated, seamless digital workflows that support the business by dramatically improving the customer experience and employees, as well as reduce costs.

In his role as Country Director for the United Arab Emirates, Ali Kaddoura will develop and drive ServiceNow’s go-to-market strategy, working with customers and partners to solve existing business problems through the power of ServiceNow solutions. Key industries for Kaddoura will be energy and utilities, financial services, government, healthcare, manufacturing, retail, hospitality, telecommunications, media and technology.

Prior to joining ServiceNow, Kaddoura was Regional Director, Emerging Markets, for EEC Services, a growing cloud services and virtualization startup. He successfully designed and executed the company’s regional GTM strategy, built a sales team from scratch, and led expansions in the United Arab Emirates, Saudi Arabia and Qatar. He was also previously Country Director of Citrix in the United Arab Emirates, where he specialized in digital workspace initiatives in the oil and gas, banking and telecommunications sectors. Kaddoura has also held several sales and management positions with Symantec, CA Technologies and other major systems integrators in the United Arab Emirates.

“Our goal will be to accelerate companies’ digital transformation journeys into a new era of improved 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’m proud to join a diverse, creative, and rapidly growing team that is changing the way the world works.

Feras Bilto will assume the role of Country Manager for Saudi Arabia, growing the ServiceNow brand in the Saudi business community by raising 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 ServiceNow’s presence in the country.

Bilto joins ServiceNow from global technology solutions company Crayon, where he helped build the company’s presence in Saudi Arabia and achieved 100% year-over-year growth, two years of after. He led strategy and accelerated partnerships while growing the national team by 40%. Prior to Crayon, he led the growth story at VMWare, increasing channel focus and growing the team from six to 45 people during his five-year tenure.

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

“ServiceNow’s commitment to the digital transformation of the MEA region is absolute,” added Ackerman. “But we know that leaders are the ones who make things happen. Great leaders bring about real change, which is why I’m so excited to have Ali and Feras join the ServiceNow MEA team. Their proven ability to build brands, inspire workforces and build strategy will propel ServiceNow’s platform of platforms into regional consciousness and enable us to bring our unique value proposition to more businesses and customers. industries.

About Service Now

ServiceNow (NYSE: NOW) makes the world a better place for everyone. Our cloud-based platform and solutions help digitize and unify organizations so they can find smarter, faster, and more efficient ways to make work easier. Thus, employees and customers can be more connected, more innovative and more agile. And we can all create the future we imagine. The world works with ServiceNowTM. For more information visit:

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Vernon Saldanha
Procre8 (on behalf of ServiceNow)


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