Reem Asaad Leads Cisco’s Digital Revolution in MEA

Reem Asaad, Vice President for the Middle East and Africa (MEA) at Cisco, is a great example of this ideal. With two decades of experience in technologies, financial services, and customer experience, Asaad is helping shape Cisco’s role in accelerating digital transformation across one of the world’s most dynamic regions.

Under her stewardship, Cisco has continued to thrive with global revenues delivered at $49.3 billion during the 2019/20 fiscal year, with 26% thereof attributed to the EMEA region. Asaad is committed to creating long-term value for businesses, governments, and communities by utilizing Cisco’s leading-edge technology in a way that extends beyond merely financial performance. Reem Asaad’s role at Cisco involves overseeing 2,500 employees and contractors while fostering collaboration with governments, businesses, and educational institutions. Her efforts focus on accelerating digitization agendas in emerging markets, enhancing the region’s technology ecosystem, and driving economic growth.

Asaad and her team were crucial in the global pandemic for remote education and work. Cisco empowered 538 universities and schools across MEA to adopt distance learning through Webex, ensuring education continuity for thousands of students. This move further solidified the company’s commitment to societal development and adaptability in challenging times.

One of the most significant contributions that Asaad made was in skill development and education. Among these is Cisco’s Networking Academy, a flagship program through which millions of people worldwide acquire foundational IT and networking skills. During the 2019/20 fiscal year alone, more than 370,000 students in the MENA region graduated from the academy with certifications-a 27% increase from the previous year. The certifications they get bring relevant marketable skills into play to bridge the gap between education and employability. By creating digital literacy and empowering the minds of the youth, Asaad ensures that the region’s workforce is future-ready and attuned to the demands of the digital economy.

Reem Asaad was the CEO of Raya Customer Experience, a Cairo-based business process outsourcing company. She developed its operations across Europe, the Middle East, and Africa, serving Fortune 500 companies. Her leadership helped Raya attain great growth and establish a foothold in the competitive global market. Transitioning to Cisco was a new chapter where Asaad applied his expertise toward driving innovation and regional market development. Currently, he plays a key role in aligning Cisco’s global vision with the unique needs of the MEA region.

As a woman in a male-dominated industry, Reem Asaad has become an inspiration. She has been named among the most influential women in the Middle East and Africa by Forbes and Arabian Business. Her ability to navigate complex environments while driving organizational success makes her an inspiration for aspiring leaders, especially women looking to make their mark in technology.

Asaad is a blend of adaptability, collaboration, and strategic foresight. She knows when to step up and when to give others the freedom to contribute.

Reem Asaad’s contributions transcend Cisco’s operational objectives. Her work is instrumental in the collaboration between governments and businesses aimed at sustainable economic growth. By integrating Cisco’s latest solutions with national digitization agendas, she has ensured a strong digital infrastructure of the region, which has further boosted smart cities and connected economies. Her focus on empowering small and medium enterprises and supporting women in technology aligns with Cisco’s broader mission towards inclusivity and societal progress.