Marwa Ismail
Revenue architect and international market builder with 20+ years of executive-level commercial leadership - having opened 18+ global markets, consistently delivered £1M-£4M+ in annual revenue, and closed complex B2B deals up to £1M+ across the UK, EMEA, and Middle East. Proven track record spanning Technology, SaaS, FMCG, Infrastructure, and Consulting, with deep expertise in enterprise and government sales (including NHS), export strategy, and distributor network development. Accomplished leader of large-scale, cross-functional teams uniting sales, marketing, operations, and customer experience to drive sustainable growth. A multilingual executive (English, Arabic, French, Italian) with extensive cross-cultural fluency, experienced in leading distributed global teams and operating seamlessly across international markets and time zones.
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.