Sary Hilal

Director of two business units at Al Mawared Technology
Lives in Dubai, United Arab Emirates
over 6 months ago

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The word I’d use to describe myself is ‘ambitious’. With my extensive experience, i still feel that I want to work on large, important projects and challenge myself. I enjoy challenges because they give me a unique opportunity to put my head down and come up with a solution I’m someone who’s very organised and very detail-oriented. Not just in the workplace, but in my personal life as well.


  • Director of two business units

    Al Mawared Technology - Dubai, United Arab Emirates

    May 2017 - Now · 1 year and 7 months

    Director of two business units: Customer Experience (CX), Cloud & Hosting. • Managing a portfolio of ca. $20M and exceeded achievements by 83.5% regionally. • Improved departments’ performance by doubled ratio with a resulting increase of AED 50M. • Create and lead the execution of customer journey management & Cloud solutions focused on Machine Learning (ML) & Artificial Intelligence (AI). • Provide best practice guidelines and standards for over 250 clients across all touch points ensuring expeditious and cost effective delivery of products. • Trusted technology/solution consultant & partner to regional ministries such as PMO (Service 1), Etisalat (Hello Business Hub), MOHRE (Tesheel, Tadbeer, Tawjeeh, etc.), MOH (Hospitals & Clinics), DHA (Hospitals & Clinics), TRA (Smart Center), MOID, MOI, ADAC, RTA, and so on. • In charge of Business Plans with Global partners and market leaders maintaining a network and upto- date specific industry/solution knowledge. • Achieve productivity gains and manages budget to ensure operational and financial goals are met. • Maintain and monitor existing business; identify and develop possibilities for future growth including possible acquisitions

  • Head of CX Department

    Raidy Group, - Beirut, Lebanon

    August 2011 - April 2017 · 5 years and 9 months

    Head of CX Department; Group Business Development and Commercial Manager. • Security Printing Division Manager. Leading all projects for Government Institutions, Central Banks, & Financial Institutes. • Established SECURaidy with operations in the Middle East and Africa and positioning Raidy Group next to the regional core players in the world of Identity. • Manage Sales team, operations and resources to ensure divisional revenue, profitable growth and cost targets. • Direct planning with CEO & Chairman providing strategic leadership to develop strategies and business plans within each division to its full potential. • Accountable for increasing engagement levels of the organization through effective collaboration with all stakeholder functions. • Act as the lead management representative in all tenders’ administrative, technical, and commercial procedures such as RFI, RFP, and RFQ. • Manage the intake process, from “prospect” to “hand-over”. This involves the setting up of a new structure, preparing the files, and a smooth transfer to administration. • Lead all objectives to attain a safe workplace and environment for team members, employees and customers. • Extensive traveling to customers and partners besides attending exhibitions and international conferences.

  • International Sales Manager

    Muehlbauer AG, - Roding, Germany

    Sales & Marketing
    February 2007 - July 2011 · 4 years and 6 months

    International Sales Manager (technical and commercial) for MENA, GCC, Levant and Maghreb areas. • Leading specialized projects for government institutions like Biometric Data Capturing and Verification, Identification Cards and Secured Documents, ePassports and Travel Documents, Driving License, Vehicle Registrations, Border Crossing Control, and Personalization of Documents. • Build up strong relationship with government MPs and corporations by understanding their environment, business rituals, and challenges exploring new markets, products, projects and solutions. • Direct communication and direct reporting to CEO. • Plan and execute territory sales strategies to manage, track, and close projects achieving company’s objectives. • Established and executed complete innovative biometric projects and production/issuance centres complied with international standards and regulations. • Presenting, articulating and demonstrating a high level of proficiency in the company’s products and services. • Delivering solution oriented presentations and services demonstrations for VIP delegates from the GCC. • Act as the main representative on the regional tenders’ administrative, technical, and commercial procedures such as RFI, RFP, and RFQ with direct negotiation on projects. • Intensive travelling for client interaction, projects’ milestones, and achievements in different continents. • Participating and representing the Group in international forums, exhibitions and conferences continually exploring new products and industry trends and solutions


  • Bachelors

    International Studies of Global Management - Bremen, Germany

    September 2004 - August 2008

    * B.A. in Global Management *Senior Project: Cross-Cultural Competences of German/European Enterprises and Managers in the GCC-Gulf Countries.

  • Honours (Masters) Courses in Faculty of Economic and Management Sciences

    Stellenbosch University, South Africa - Bremen, Germany

    September 2004 - August 2008


  • Arabic
    Native or fluent
  • German
    Native or fluent
  • English
    Full professional


  • Customer Experience & Journey Management
  • Customer Happiness Products and Solutions
  • CX Installation & Configuration
  • MCES
  • Qmatic & Customer Experience Management
  • Sales & Sales Tools
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