Avaya, the leading global provider of solutions for customer and team engagement, has announced the first in a series of executive elevations. Mohammed Areff, formerly managing director for GCC, Levant, Iraq and Pakistan, now broadens his geographical focus as vice president for the Middle East, Africa and Turkey. A five-year veteran of Avaya Middle East, Areff has successfully led the brand, team and customers on their digital transformation journey, and has been instrumental in securing and managing some of Avayas largest and most iconic regional mandates.

Areff will focus on spearheading Avayas sales efforts in these markets and driving technology adoption and awareness both externally and internally for the company. He has led a number of key customer engagement projects for Government and private sector customers, and is a well-regarded technologist who is consulted on emerging trends and the development of turnkey architectures for customers.

With Areffs elevation, the Middle East, Africa and Turkey as a focus geography for Avaya will stand alongside markets such as APAC and Europe. In his new role, a number of market-level leaders and country-managers will report directly to Areff, who in turn will report to Nidal Abou-ltaif, Senior Vice President, Avaya MEA, APAC and Europe

Nidal Abou-ltaif said: Avaya sees the Middle East as one of its key growth drivers, and it is a positive sign to see the growing geographical spread of regional business leaders. Areff has been a strong force behind Avayas growth and engagement in the region, taking Avaya to some innovative and high-profile customers and driving a customer-first mindset among his teams, which have become amongst the best-performing Avaya teams in the world.

Mohammed Areff said: This region offers a very interesting opportunities in the technology sector, and it has been my privilege to be part of some truly iconic engagements. Looking ahead, I believe that we are at the crest of a technology wave, with an increased level of innovation and technology acceptance that weve already started to see among the Government, businesses and individuals in this region.