Heba Sayed will lead all marketing and communication strategies across IMETA to deliver customer-first outcomes and help secure the Middle East’s national digital transformation initiatives.
Exabeam, a global leader in intelligence and automation for security operations, has appointed Heba Sayed as Director of Marketing & Communications for India, the Middle East, Turkey, and Africa (IMETA).
Within this role, Sayed will oversee the execution of regional cybersecurity events, organic and paid social media, press and public relations, and channel marketing strategies. Her goal will be to position Exabeam as a top-of-mind provider for cybersecurity solutions including LogRhythm SIEM and Exabeam New-Scale Security Operations Platform, providing scalable, AI-driven security across organizations.
She will be responsible for helping meet the evolving cybersecurity priorities of the Middle East and the wider IMETA region, strengthening how Exabeam engages with CISOs and security teams. Through targeted communications, she will help local customers in building secure, scalable digital infrastructures supported by advanced modern threat detection, investigation, and response.
Her focus will be on securing customers’ digital future while uplifting female talent in technology and supporting the next generation of leaders at Exabeam. Her marketing efforts will prioritize customer-first outcomes, enabling informed decision-making, accelerating adoption, and positioning Exabeam as a trusted long-term partner in cybersecurity transformation across diverse markets and industries.
This appointment builds on over 20 years of technology marketing experience, working across sales, product, channel, and regional leadership teams. Sayed has a strong track record of shaping brand narratives and driving presence at flagship events across the Middle East and Africa, including GITEX and Black Hat MEA.
Her career spans a variety of senior roles with some of the largest global technology companies, including 15 years at IBM and leading business development positions at TE Data and IT Ventures.
With a degree in Business Administration from the American University in Cairo, Sayed started her career at eKnowledge, a subsidiary of IT Ventures, where she led the launch of professional marketing and business development initiatives.
She later skyrocketed her career at IBM to Strategy Leader, Hybrid Cloud and AI at IBM, supporting government clientele across the GCC. During her time at IBM, she managed multi-million-dollar marketing budgets, improved go-to-market strategy, and consistently delivered strong ROI, achieving double-digit growth in Systems Hardware, Commerce, and SaaS revenues, as well as triple-digit growth in marketing.
After 15 years at IBM, Sayed transitioned her skills in channel, AI, marketing, communications, public relations, cybersecurity and sales to join LogRhythm | Exabeam. In 2024, Sayed joined the team as Head of Marketing & Communications to drive Exabeam as an industry-leading cybersecurity solutions provider in IMETA, develop flagship events, drive multi-lingual news across top publications, and spearhead the expansion of the regional office in Saudi Arabia. Under her leadership, Exabeam achieved a fourfold increase in revenue from marketing-driven opportunities in 2025 compared to 2024.
In January 2026, Sayed was appointed as Director of Marketing & Communications IMETA at Exabeam where she will head the sales, product, channel and regional leadership teams to drive exceptional growth, continue to build credibility for Exabeam in IMETA and promote meaningful customer engagement across the region’s dynamic cybersecurity landscape. Sayed is dedicated to supporting scalable, optimized and outcomes-driven cybersecurity solutions to meet both the demand from SOCs and the digital transformation needs of the Middle East.
Heba’s appointment reflects her proven marketing expertise, strong grasp of IMETA’s diverse markets, and dedication to helping internal and external teams succeed. For the Middle East, this means driving marketing strategies that support the region’s digital transformation initiatives, such as Saudi Vision 2030.
Saskia Damiao
Account Executive | Ilex Content Strategies
