ServiceNow Appoints Industry Veterans to Key Positions

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ServiceNow has 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. Over the past year, ServiceNow has seen tremendous growth. Global subscription revenue for the fiscal year was $ 5.57 billion. This brings the company closer to its goal of becoming the leading enterprise software company of the 21st century, with more than $ 15 billion in annual revenue.

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 virtualisation 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 specialised 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.

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.

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