Cisco appoints Sayed Hashish as new VP of Customer Experience for the MEA

Cisco has announced the appointment of Sayed Hashish as Vice President for Customer Experience CX, Middle East & Africa, succeeding Adele Trombetta, who was promoted to Vice President for CX, EMEA in late 2021.

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

Prior to joining Cisco, Hashish served as the General Manager of Microsoft UAE, where he led planning and growth initiatives that enabled and empowered digital transformation in the UAE. Prior to that, he was Regional General Manager for Microsoft Gulf, where he was instrumental in the successful launch of the company’s Middle East Cloud regions.

Hashish will help shape Cisco’s strategic CX direction in the Middle East and Africa in his new role, with a strong emphasis on leveraging technology to support digitisation, innovation, and social inclusion. He will work to increase customer loyalty and ensure that customers fully utilize Cisco’s software, services, and subscription offerings.

CX is one of Cisco’s largest business units, and a key growth engine for the company’s transformation to a recurring revenue business model. 

Adele Trombetta, Vice President, Customer Experience, EMEA, 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, 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.”

Hashish holds a Bachelor of Science in Physics from the American University in Cairo.