Sohrabi will drive the acceleration to cloud customer environments in the region, enabling both business continuity and digital transformation to new work models. This includes remote working.

He will additionally support regional customers on their cloud and business transformation journey to help them to meet the requirements of the digital era. Sohrabi will report directly to Sherif Seddik, senior vice president and managing director of Citrix EMEA, and will be based in Dubai.

"It is an exciting time to join Citrix," says Sohrabi. "Citrix delivers people-centric solutions that power a better way to work and enables customers and partners to transform their business in an era where work is increasingly digital and virtual."

"To be productive, we all need a seamless and secure user experience across different devices and platforms. I am looking forward to helping Citrix customers across emerging markets build and implement innovative cloud and digital strategies," adds Sohrabi.

Before joining Citrix, Sohrabi most recently served as both COO and head of digital transformation for central and eastern Europe and the Middle East and Africa regions at SAS.

In this and former roles at the company, he was responsible for the development and implementation of the strategy, engaging with key clients across all industries to support their digital transformation journey and develop this business.

Prior to this, he was MENA head of analytics and insight at SAP, where he was responsible for expanding SAP's business analytics portfolio across the Middle East and North Africa.

"Today, more than ever, our customers want to reimagine the future of work by deploying comprehensive secure digital workspaces that unify the apps, data and services that people need to be productive — anytime, anywhere and on any device or platform," says Seddik.

"With Sohrabi's steady leadership, experience and drive to build high-performing and diverse teams, Citrix is well-positioned to continue an ambitious growth strategy in the Emerging Markets region," concludes Seddik.

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