Alaa Awinat

Leading business growth and strategic initiatives across Europe, the Middle East, and Africa (EMEA) within the Sustainability sector, with a strong focus on digital transformation and industrial decarbonization. As a key member of Rockwell Automation’s global sustainability team, serving as a strategic partner and trusted advisor to major accounts, helping them leverage digitalization and automation to achieve both operational excellence and sustainability goals. Driving high-impact go-to-market strategies, fostering C-level engagement, and positioning the company as a leader in delivering scalable, technology-driven sustainability solutions.

Spearheaded business development strategies for the Water & Wastewater industry across the Middle East and Africa, reporting directly to the Global Industry Manager. Led the refinement of WEG’s regional sales proposition, significantly strengthening the company’s market presence and positioning WEG as a key player in the sector. Developed and executed impactful go-to-market strategies, engaged with key stakeholders, and drove strategic initiatives to enhance brand recognition, expand market share, and establish long-term industry partnerships. Represented WEG at global industry events, embassy gatherings, and Brazilian government trade missions to the Middle East, amplifying the company’s brand visibility and fostering strategic relationships within key regional markets.

Founded and grew WEG’s Automation Technologies business in the Middle East from scratch, scaling it to a $30M revenue operation. Led the development and execution of strategic sales and marketing plans that drove significant revenue growth and established the company’s market presence in the region. Played a key role in the EMEA Integrated Solutions Business Management team, contributing to strategic planning with a focus on market positioning, competitive differentiation, and business expansion. Spearheaded high-impact go-to-market strategies, optimized product positioning, and built strong relationships with key stakeholders, securing WEG’s leadership position in the automation technologies sector and ensuring long-term sustainable growth.

Led, coached, and supported Territory Sales Managers and Solution Partners across the Middle East to drive market share expansion and multi-million-dollar revenue growth for the Power Control Business. Developed and executed strategic initiatives to ensure sustainable, year-over-year business growth and profitability. Successfully established ecosystem partnerships, enabling collaborative project pursuits through consortiums, which led to key market wins and strengthened the company’s competitive positioning. Focused on optimizing sales performance, enhancing channel partnerships, and driving long-term success through strategic market development and differentiation.

Designed and executed strategic sales plans to drive revenue growth across control systems, intelligent motor control, industrial software, and lifecycle services in the UAE. Collaborated with cross-functional product and support divisions to develop high-impact business programs that enhanced market penetration and accelerated sales performance. Established and optimized a strong network of channels and strategic partners to expand brand awareness across multiple industrial segments, strengthen client relationships, and drive sustained business growth.

Reporting directly to the Director of Sales, led the development and execution of Schneider Electric’s Project Prescription and Consultant Account Management program in the Middle East. Built and nurtured strong, trust-based relationships with key consultant firms and end-user engineering offices, positioning Schneider Electric as a preferred partner in industrial automation and energy management. Leveraged a consultative sales approach to influence project specifications, provide technical advisory, and align solutions with industry best practices. Demonstrated deep expertise in managing consultancy accounts by understanding their unique challenges, shaping early-stage project decisions, and ensuring long-term engagement to drive business growth and market leadership.

Professional Certificate Program in Sustainability Studies

Sustainability - Strategies and Opportunities for Industry.
Sustainable Infrastructure Systems - Planning and Operations.
Life cycle assessment - Quantifying Environmental Impacts.
Circular Economy and the Transition for Future Sustainability.
Digital Transformation - Technologies and their Applications

Bachelor of Science, Electrical and Electronics Engineering

New York Institute of Technology
Old Westbury, New York
Graduated Magna cum Laude

Golden Key International Honor Society, NYIT, New York Chapter