Exabeam appoints Heba Sayed as Regional Director of Marketing and Comms – IMETA

Exabeam, a global leader in intelligence and automation for security operations, has appointed Heba Sayed as Director of Marketing and Communications for India, the Middle East, Turkey and Africa (IMETA).

Within this role, Sayed will oversee the execution of regional 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 the Exabeam New-Scale Security Operations Platform.

Through targeted communications, she will help local customers build secure, scalable digital infrastructures supported by advanced modern threat detection and response. She will be responsible for helping meet the evolving cybersecurity priorities of the IMETA region, strengthening how Exabeam engages with CISOs and security teams.

Her focus will be on securing customers’ digital futures while uplifting female talent in technology and supporting the next generation of leaders at Exabeam.

Her marketing efforts will prioritise 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 more than 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 flagship events across the Middle East and Africa.

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, starting as Channel Marketing Specialist to execute multi-media marketing opportunities to strengthen sales. Sayed was then promoted to increasingly senior positions, including Channel Marketing Leader, Marketing Agency Programme Owner, and Portfolio Marketing Manager for Server Solutions.

She later advanced to Strategy Leader, Hybrid Cloud and AI at IBM, supporting strategic 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, and sales to LogRhythm | Exabeam. In 2024, Sayed joined the team as Head of Marketing amd 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.

Sayed’s appointment reflects her proven marketing expertise, strong grasp of IMETA’s diverse markets, and dedication to helping internal and external teams succeed.