Reem Asaad

Senior Advisor

Reem Asaad, Senior Advisor at EMIR, brings over 30 years of experience in technology, financial services, customer experience, and board governance across the Middle East, Türkiye, Africa, Romania, and the Commonwealth of Independent States (CIS). A renowned strategist and thought leader, Reem provides expert guidance on driving digital transformation, change management, and sustainable development.

As former Vice President for Cisco in the Middle East, Türkiye, Africa, Romania, and CIS, Reem led over 3,500 employees and positioned MEA as one of Cisco’s top-performing regions in EMEA for three consecutive years. She played a key role in major projects, including Expo 2020 Dubai and the 2022 FIFA World Cup in Qatar. Her leadership is further highlighted by her participation in panel discussions at the World Government Summit, COP27, and COP28, emphasising her commitment to sustainability.

Known for advancing local digitisation through Cisco’s Country Digital Acceleration (CDA) Program, Reem has worked closely with governments and enterprises alike to bridge the digital divide and create sustainable, inclusive communities. She also supported the Cisco Networking Academy initiative, aimed at empowering 3 million Africans with digital skills over the next decade.

With a diverse background that includes serving as CEO of Raya Customer Experience and Raya Data Centre in Egypt and managing the entire business lifecycle from startup to IPO,  Reem has also held key roles at AIG Group in the U.S. She holds a business degree from the University of Houston, an Advanced Management Program from Harvard University, and is a certified Non-Executive board director

Reem’s influence extends beyond her professional roles, as she has been recognised on Forbes Middle East’s ‘Most Powerful Businesswomen’ list, ranking #10 in 2024, and on Arabian Business’s ‘Arab Power List.’ In 2023, she represented Cisco at U.S. Vice President Kamala Harris’ Digital Coalition Roundtable in Zambia and was appointed to Egypt’s ITIDA Board in 2021.

Reem’s extensive expertise makes her a sought-after advisor for organisations navigating technology, sustainability, and leadership challenges.