Ammar Al‑Ashqar: Regional Channel Architect and B2B Growth Leader

Mr. Ammar Al‑Ashqar is a regional sales and channel strategist who has spent more than two decades building high‑performing partner ecosystems and scaling B2B technology businesses across United Arab Emirates, GCC, Saudi Arabia and the wider Middle East. From Xerox to Canon to HP, he has consistently transformed indirect channels and regional organizations into engines of sustainable, market‑leading growth.

HP Leadership: Partner‑Led Growth in Saudi Arabia

As Regional Partner Business Manager at HP in Saudi Arabia, Mr. Al‑Ashqar leads the relashinship partners business across Personal Systems, Print, Poly, POS, and Workforce Solutions. He manages strategic partnerships with distributors, resellers, and solution partners, driving scalable go‑to‑market execution, sales acceleration, and market share expansion across commercial, enterprise, and public sector segments. Recognized for his professionalism and structured execution, he focuses on building partner capabilities, aligning sales, marketing, and services, and ensuring that HP’s full value proposition is consistently and effectively positioned in a highly competitive market.

Previously, he drove HP’s Print and Managed Print Services portfolio, building a strong, scalable partner ecosystem that expanded coverage and cemented HP’s leadership in the print market. He led joint marketing programs, demand generation, partner campaigns, and value‑based messaging, while instituting disciplined business planning and governance to elevate partner maturity and performance.

Canon Middle East: Multi‑Country B2B Expansion

Before joining HP, Mr. Al‑Ashqar served as B2B Head of Sales for Canon Middle East, with responsibility for 11 markets across the GCC, Levant, Yemen, Iraq, and Iran. He built and scaled in‑country partner networks, defined regional go‑to‑market strategies, and strengthened alignment between sales, service, and customer experience. Under his leadership, Canon achieved top market share positions in multiple countries including Saudi Arabia, Lebanon, Jordan, Kuwait, Iraq, and Oman. He coached and led a regional team of Sales Managers and contributed as a member of both the Canon B2B Regional Office Management Team and the Canon Saudi Arabia Management Team, where he helped establish Canon’s direct presence in the Kingdom and launch three major branches

Canon Emirates: Building Abu Dhabi from the Ground Up

At Canon Emirates, Mr. Al‑Ashqar was Head of the Abu Dhabi Branch and Channels Manager for the UAE, with end‑to‑end responsibility for sales, channels, service, finance, credit, and operations. He founded the Abu Dhabi branch from scratch, growing the organization from six employees to more than thirty and turning it into a top performer across enterprise and public‑sector segments. In parallel, he led Tier‑2 channels across the UAE, designing and executing the indirect strategy, strengthening partner ecosystems, and ensuring governance and profitability across the business.

Xerox Saudi Arabia: Channel Foundations and Early Success

Mr. Al‑Ashqar’s channel and enterprise journey was shaped at Xerox Saudi Arabia, where he progressed from Territory Manager to Strategic Accounts Manager and ultimately National Sales Manager for Channels. He built the Channels Department from the ground up, defined the indirect sales model, and set standards for partner onboarding, governance, and performance management. Known early in his career as a consistent top sales performer and top achiever across the Kingdom, he established himself as a leader who can translate strategy into measurable commercial outcomes.

Academic Foundation and Commercial Mindset

Ammar Al‑Ashqar holds a Bachelor’s degree in Marketing and Business Administration, graduating with top academic performance. This commercial and analytical foundation underpins his approach to market development, customer segmentation, and partner‑centric go‑to‑market design.

Core Expertise Powering Regional Tech Ecosystems

Mr. Al‑Ashqar excels in regional B2B sales leadership, indirect channel strategy, partner ecosystem development, branch and organization build‑up, go‑to‑market architecture, joint sales and marketing execution, and multi‑country team leadership. Across HP, Canon, and Xerox, he has been consistently recognized for disciplined execution, market share growth, and his ability to align vendors, channels, and customers around sustainable value creation.

The Saudi Leaders proudly recognize Mr. Ammar Al‑Ashqar as an inspirational titan of regional sales and channel leadership whose partner‑driven vision strengthens Saudi Arabia’s technology ecosystem, forging commercial excellence and growth aligned with the Kingdom’s transformative ambitions.