Citrix has appointed Amir Sohrabi as its new area VP for emerging markets.
The American multinational software company provides server, application and desktop virtualisation, networking, software-as-a-service and cloud computing technologies to companies across the globe.
With over two decades of experience in sales management, business development, strategic planning and marketing, Sohrabi will drive the acceleration to cloud of customer environments in the region, enabling business continuity and digital transformation to new work models, including remote working.
He reports directly to Sherif Seddik, senior VP and MD of Citrix EMEA, and will be based in Dubai.
“Citrix delivers people-centric solutions that power a better way to work and enables customers and partners to transform their business in an era where work is increasingly digital and virtual,” notes Sohrabi.
“To be productive, we all need a seamless and secure user experience across different devices and platforms. I am looking forward to helping Citrix customers across emerging markets build and implement innovative cloud and digital strategies.”
The software company says its solutions are in use by more than 400 000 organisations across the globe, including 98% of the Fortune 500.
In 2018, Citrix created a new emerging markets region to better serve customers and partners as they transitioned to adopting and managing complex cloud environments.
The region comprises Russia and Commonwealth of Independent States; Eastern Europe (including Turkey, Israel and Southeast Europe); Middle East and North Africa; and Sub-Saharan Africa.
“Today more than ever, our customers want to reimagine the future of work by deploying comprehensive secure digital workspaces that unify the apps, data and services that people need to be productive – anytime, anywhere, and on any device or platform,” says Seddik.
“With Amir’s steady leadership and experience, and drive to build high-performing and diverse teams, Citrix is well-positioned to continue an ambitious growth strategy in the emerging markets region.”
Before joining Citrix, Sohrabi most recently served as both COO and head of digital transformation for Central and Eastern Europe, and Middle East and Africa at SAS. In this and former roles at the company, he was responsible for the development and implementation of strategy, engaging with key clients across all industries.
Prior to that, he was MENA head of analytics and insight at SAP, where he was responsible for expanding SAP's business analytics portfolio across Middle East and North Africa.
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