Cisco appoints Sayed Hashish as VP of customer experience for the Middle East and Africa

Cisco has announced the appointment of Sayed Hashish as vice president for Customer Experience (CX), Middle East and Africa, succeeding Adele Trombetta who was promoted to vice president for CX, EMEA in late 2021.

Hashish, a 24-year technology veteran of Microsoft, brings more than three decades of diverse experience in executive leadership and digital transformation to the wider region.

Prior to joining Cisco, Hashish was general manager, Microsoft UAE, where he spearheaded planning and growth initiatives that enabled and empowered digital transformation in the UAE. Before that, he was the regional general manager for Microsoft Gulf where he successfully launched the company’s Middle East Cloud regions.

In his new role, Hashish will help shape Cisco’s strategic CX direction, with a strong focus on leveraging technology to support digitisation, innovation and social inclusion. He will help build customer loyalty and ensure customers take full advantage of Cisco’s software, services and subscription offerings.

Trombetta said: “I am delighted to have Sayed lead CX in the Middle East and Africa. With decades of experience in the technology sector, he will help accelerate our transformation strategy and drive further growth in the region.”

She added: “We are witnessing a major shift in the way businesses operate with technology driving the change. At Cisco, we are focusing on innovation and how to harness the power of technology to support our customers in their business challenges. Sayed will help drive the change needed to help our customers and partners in accelerating their digital transformation so they are ready for the future and can fully leverage the growth opportunities that are opening up.”

Commenting on his appointment, Sayed Hashish said: “I am thrilled to join Cisco. I have always admired the trust Cisco enjoys from its customers and partners which uniquely positions us to drive digital transformation with our customers and enable the Middle East and Africa region to take full advantage of opportunities technology creates. I feel privileged to be part of the Cisco’s transformation journey and support the team in building great capabilities that unleash market potential and accelerate growth.”

Read: Microsoft hires Naim Yazbeck as general manager for UAE