Marwa Ismail

Spearhead European and Middle Eastern market expansion - establishing strategic partnerships, securing long-term contracts, and building distributor networks across new territories. Personally close high-value B2B deals (£50K-£1M+) while directing cross-functional team performance, pipeline execution, and commercial strategy across the region. Cultivate NHS and public-sector relationships, delivering compliant, high-quality solutions and converting engagements into sustained, multi-year contracts.

Led commercial strategy and solution-based sales for industrial and embedded display technologies across UK & EMEA markets. Built strategic relationships with OEMs, system integrators and enterprise clients; developed pipelines across regulated, innovation-driven sectors. Directed full customer lifecycle strategy - combining sales and CX functions achieving 95%+ retention and maximising lifetime value.

Delivered consistent target achievement through a blend of personal deal-closing and team leadership across multiple industry verticals. Secured NHS and public-sector contracts via G-Cloud framework; led complex stakeholder negotiations through full sales cycle. Expanded market reach through active business development; transformed service operations by reducing response times and introducing proactive client engagement models.

Drove adoption of digital hospitality solutions across UK hotel groups; onboarded 15+ hotel clients and expanded footprint to multi-property accounts. Identified and executed upsell opportunities, transitioning clients to multi-solution digital platforms while maintaining 95%+ satisfaction.

Acted as interim Sales/Commercial Director for multiple client organisations, restructuring underperforming functions and introducing KPI-driven frameworks. Designed and delivered sales transformation programmes; coached teams on consultative selling, pipeline management and deal negotiation. Developed go-to-market and export-readiness strategies enabling clients to expand across UK, European and international markets.

Built the export department from scratch; expanded distribution to 18+ countries across Europe, Middle East, Africa and the USA. Generated £3M-£4M+ annual revenue through export sales, distributor partnerships and international trade channels. Oversaw product compliance, international food-safety standards, pricing strategies and regulatory alignment for new market entry.

Led call centre operations supporting credit cards, personal loans, and retail banking for a high-volume client base. Managed VIP and high-net-worth client relationships; delivered specialist onboarding for credit facilities and Letters of Credit.