General Motors has appointed Sajed Sbeih as Managing Director Commercial Operations for its business in Africa and Middle East. Sbeih will report directly into the newly appointed Luay Al Shurafa, President and Managing Director General Motors AMEO.

In his new role, Sbeih has a clear mandate to execute successful business wins in major markets within the GCC as well as leading the Africa Sales Plan through the creation of innovative growth solutions. In addition to this, Sbeih will spearhead the development of stakeholder relationships while simultaneously motivating and developing internal GM talent.

“Over his 16-year tenure with General Motors, Sajed has a longstanding track record of transforming business sectors to become more efficient and highly lucrative even in challenging times,” said Al Shurafa.

“The immediate focus for Sajed will be to navigate through the current, challenging climate by strengthening relationships with General Motors’ key stakeholders, to ultimately grow our business across Africa and the Middle East. I have every confidence in Sajed’s success.”

Previously holding the role of General Manager Strategy and Global Portfolio Planning for AMEO, Sbeih succeeds Al Shurafa.

Sbeih said: “The importance of strong relationships and close collaboration with our dealer partners and ultimately our loyal customer base cannot be underestimated. I look forward to working with the team to continue growing our business here in the region.”

Sajed started his career with GM in 2004 and has held several positions within the Middle East office before moving to GM Holden in Australia as the General Manager – Product Definition. In that position, Sajed was responsible for transforming Holden’s product portfolio. Returning to the Middle East office in 2017, Sajed served as Head of Brand for GMC where he restructured the marketing ecosystem compromising of internal teams and external agencies and established the strategy to effectively bolster the brand’s presence in the region.