I'm glad to share that I’m starting a new role at Unilumin as “Vice President” with a mission to further develop our business and achieve further growth to higher grounds. My main focus will be GCC markets in addition to regional key accounts responsibility within other countries in Middle East .

Challenged to develop Unilumins' NPP market within MENA. I joined Unilumin shortly after the strategic collaboration with Barco was announced during September 2019.Tapping into each other’s competences; by leveraging Barco’s technical advantages in image and video processing and overall LED solutions, Unilumin finds its way to broaden its business in the professional LED display markets by making most the of Unilumin’s great competence in product system building, intelligent manufacturing and NPP technology.Unilumin is a global leading Technology company focuses on LED Displays solutions and LED lighting applications and solutions, product development, manufacturing, sales and after-sales service. Achievements - Created and executed a Business Plan to define the road map for putting Unilumin in a leading position in MENA with clearly defined short, medium and long term actions and milestones.- Customized a local partner management plan with clear roles and responsibilities , targets , business reviews , KPIs and rewards. - Hunting and onboarding new sales, marketing and after sales resources. Defined team KPIs, coached the team executing the set plans and achieve success.- Developed strong local partners network within MENA region. Recruited top companies and attracted them to use Unilumin and replace competitors.- Engaged in most important projects in the region and built a healthy funnel which resulted in excellent order bookings and growth. - Specified Unilumin products in a number of new projects with end users and consultants.Unilumin is a public listed company , with a corporate vision of “Together, for a brighter future”, Unilumin contributes itself in delivering high-quality, high-performance LED products and solutions to our clients worldwide. The sales and support networks of Unilumin has covered more than 160 countries, which has over 700 channels with subsidiaries.

• Working side by side together with MEA Region VP on muti-tasks , having full accountability for Sales Operations Management, Customer Service Management , Market Intelligence and Projects Management• Achieved a stable and consistent double digit growth for 5 consecutive years, thanks to team work, new strategies and new processes we defined which have put Barco MEA in a market leading position• Actively providing quality contributions in defining MEA business strategy and processes• Managing and coaching the local sales, service and operations teams, individual KPIs and targets, and defining ways to improve measure and boost performance.• Established new local channels and new markets for Barco products in MEA, from screening evaluation till contract negotiation and on-boarding, coached and followed up action plans set for partner performance • Increased the MEA Order and Sales forecast accuracy to 95% despite the region specific difficulties, while leading MEA monthly Order & Sales forecasting and reviews• Created a unified reporting system to enable HQ monitor and support the local MEA sales, service & operation teams’ performance. • Achieved regional sales operational objectives by contributing regional sales information and recommendations to strategic plans and reviews; preparing and completing action plans; implementing, productivity, quality, and customer-service standards; resolving problems; completing audits; identifying trends; determining regional sales system improvements; implementing change.• Influenced key stake holders in a number of major projects and got involved at early stage in the projects to eventually win.• Built good relations with major technology consultants.• Prepare sales contracts for orders obtained and submit for order processing • Reporting to MEA Region VP. Dotted reporting to CFO & EMEA VP, actively involved in MEA strategic decisions, budgeting, planning P&L and resources.

Role 2: Customer Care Manager MEA • Transformed MEA service organization via revamping the regional Customer Care strategy and coaching the local service team and service partners, developing the local service processes and service offerings to match the region needs and elevate the service operations excellence to higher altitudes leading to better customer journey. • Achieved the highest service revenue growth worldwide within service organization.• Elevated MEA NPS & Customer Satisfaction scores to over achieve the company set targets and converted detractors into promoters.• On=boarding new service partners around MEA region and established a network of authorized local service centers.• Design new service packages matching the local needs of MEA customers, and support this with relevant training programs to local partners and key accounts.• Built a service business review system with local partners; this have dramatically improved the service performance in MEA region and have put Barco in a market leading position.• Successfully managed the proper execution of the largest two service contracts in Barco history ( DM & ABSA) • Represent the MEA region during the service reviews and management board meetings at HQ• Reporting to MEA Region VP and EMEA service VP

• Manage a portfolio of multiple accounts including initiation, analysis, monitoring and evaluating new opportunities for each account and introduced new products to the MEA market via the local Barco office rather than form HQ and achieved long-term sustained success• Developed 22 new channel partners in addition to supporting existing partner network throughout MEA, which resulted in healthy order intake • Developed a healthy funnel for Barco new products introduced through the new channels• Developed and managed key accounts at executive levels. Owned the customer relationship map and managed an executive contact plan.• Introduced a promising prospecting plan for the next 3 years for a double digit growth target, this resulted in Increasing sales of new products introduced throughout Middle East & Africa• Reporting to MEA Region VP

• Successfully completed 4 of the largest projects executed in Barco history worldwide (i.e. Dubai Mall, Khalifah Stadium, Saudi ARAMCO OSPAS, Kuwait Oil Company) and many more other projects in Sports, Defense, Aviation, Oil&Gas , Utilities and Corporate Enterprise verticals• Resolved projects conflicts, managed stakeholders, improved margins in all major projects I handled and got high scores of customer satisfaction.• Had my clear foot prints in the success of MEA operations (projects, customer service, sales & pre-sales), and defining new processes • Multi tasks cross functionally to set and monitor key productivity indicator improvements, change management and communication programs per project and providing strategic directions during the implementation stages• Reporting to MEA Region Director

• Achieved the highest sales for 3 consecutive years, among all sales team country wide (Audiovisual & Security Division )• Won the biggest single project country-wide in the history of MMS Audiovisual & Security Division in 2001 (10 Million SR) after 2 years of continuous follow up.• Maintained and expanded customer base by counseling district sales representatives; building and maintaining rapport with key customers; identifying new customer opportunities.• Started with “MMS“ as Senior Sales / Pre-Sales Engineer, then promoted to Region Manager, Reporting to Country General Manager

• Influenced, designed, engineered , managed, and executed successfully the first turn key projects low current systems (5 star hotel) in company’s’ history, competing against international system integrators, this did open the door wide for Technolinks to win several similar projects in Jordan market, and redefined the company name in Jordan to one of the main AV system integrators in Jordan• Defined Project implementation processes and coached the projects and pre-sales teams, leading meetings and discussions with Contractors. Consultants, and end customers• Started as a pre-sales design engineer, and promoted to Engineering Manager. Reporting to company CEO, managing the works of company sales engineers, installation engineers, projects management and service department• Develop and implement policies, standards and procedures for the engineering and technical work performed