Yasser Hassan is the Managing Director responsible for overseeing and leading AWS and its cloud strategy in the Middle East, North Africa, and Turkey. He leads the development and delivery of an end-to-end business transformation strategy across AWS teams to strengthen the business.
In his role, Hassan drives critical growth in strategic planning, business development, and partner engagement. He uses technology to make the world a better place, focusing on using the power of the cloud to make a difference.
Hassan’s strength and interest have always been developing highly effective teams. He is deeply committed to empowering associates within their roles so they can help customers launch innovative services that make a difference for millions of citizens. Throughout his career, he has managed, trained, and mentored individuals, guiding them to achieve and, in many cases, exceed their individual goals.
Hassan is a 20-year veteran in the IT industry, holding a variety of technical, sales, and managerial roles in different parts of the Middle East and Europe, working with companies such as Digital, Siemens, IBM and Microsoft.
He is passionate about the IT industry and its ability to empower people and transform industries, particularly people’s future in emerging markets. With his extensive expertise and passion for the technology market, Hassan will continue enabling himself and the AWS team to help clients scale and grow.
Hassan has an Engineering degree in Communication and Electronics from Cairo University, Egypt.
We’re interested in your journey. Could you tell us about your background, where you are from, and what first piqued your interest in technology?
I’m an engineer by training, graduating with a degree in communication engineering from Cairo University. My tech journey began at IBM during the late 90s and early 2000s internet boom. I was captivated by technology’s potential impact, and that’s when my passion for tech truly ignited.
After IBM, I joined Microsoft, working in Egypt and Sweden before moving to Dubai to manage the Middle East and Africa region. That’s where I discovered the magic of emerging markets – seeing firsthand how technology could make a real difference.
In 2022, I joined AWS, a leader in cloud technology, to continue my journey of using tech to improve lives. I’m passionate about how AWS prioritises its customers and works closely with them to achieve their goals. I’m approaching my two-year mark at AWS, and I’m excited to be part of a company that’s positively impacting emerging markets, particularly in areas like healthcare and education.
What was the first tech product you built or were a part of?
My first tech product was a Cisco router. It fascinated me how this small device could connect the entire world. Coming from a communication engineering background, I was eager to understand the technology around DNS, IPs, and how it all connects the world.
What fascinates you about technology and the sector you are in? Was it a well-planned path you took, or was it serendipitous?
The speed of technological advancement is incredible! When I started my career, innovation cycles were a decade long. Then, they shrunk to five years, which felt revolutionary then. It’s down to one or two years or even months, especially now in the current AI boom.
Just look at the past few years – we’ve gone from blockchain to the metaverse to AI, all within five years! It’s fascinating how quickly these technologies emerge, impact the market, and pave the way for the next big thing. Witnessing this rapid evolution and its tangible impact on people, particularly in emerging markets, is what drives me.
Can you describe the essential products and innovations your company has introduced in the past year?
AWS has made significant strides in generative AI over the past year, committing $230 million to accelerate AI application development through initiatives like the AWS Generative AI Accelerator. This program provides startups with AWS credits, mentorship, and training. Additionally, AWS has announced a $50 million investment for public sector organisations to leverage generative AI.
AWS recently announced the general availability of Amazon Q, the most capable generative AI-powered assistant for accelerating software development and leveraging companies’ internal data. Moreover, AWS launched an infrastructure region in the Kingdom of Saudi Arabia, enhancing its regional presence and supporting digital transformation in the MENAT region.
What impact have these products/innovations had on the industry and your target market?
These initiatives demonstrate AWS’s commitment to democratising AI, supporting innovation across various sectors, and expanding its global reach. By providing access to cutting-edge technology, resources, and infrastructure, AWS empowers businesses, organisations, and governments to harness the transformative power of AI and drive progress.
How do you typically begin your day, and what is that one thing you ensure you do every day? What is that one perpetual item on your task list?
I’m a very positive person and like to start my day on a good note. My routine involves tackling emails first thing with a cup of coffee, aiming for a clean inbox. It’s funny how email has become almost “vintage” – my kids find it archaic and would rather use platforms like Slack or Chime.
Once emails are under control, I prioritise customer calls. I like to make an impact and ensure they feel heard by connecting with customers early in the day, understanding their needs, and finding ways to support them.
What initiatives has your company implemented to promote diversity, inclusion, and equity?
AWS has implemented several initiatives to promote diversity, inclusion, and equity. Notably, the company launched two groundbreaking programs: Qudwatech, a 12-week initiative supporting young Emirati women in STEM careers, and a year-long program with the Dubai Business Women Council (DBWC) focusing on mid-to senior-level women in technology.
Additionally, in connection with our announcement to invest $5.3 billion to launch an infrastructure region in Saudi Arabia by 2026, AWS is launching a new upskilling program, “AWS Saudi Arabia Women’s Skills Initiative,” in partnership with Skillsoft Global Knowledge.
AWS will train up to 4,000 women on AWS Cloud Practitioner Essentials free through classroom training with AWS-certified professionals. This initiative is designed to help women jumpstart a career in cloud computing. This year, the theme “Invest in Women, Accelerate Progress” resonates deeply with our mission, reflecting AWS’s commitment to fostering an inclusive tech environment and supporting gender diversity in the MENA region and beyond.
Tell us the importance of the MENA region for your organisation.
The MENA region is strategically important for AWS due to its rapid digital transformation and economic diversification efforts. Government initiatives like Saudi Arabia’s Vision 2030, the UAE’s drive to become a global tech hub, and Bahrain’s Vision 2030 highlight the region’s commitment to leveraging technology for sustainable growth.
A Telecom Advisory Services LLC study commissioned by AWS estimates that accelerated cloud adoption could unlock $733.1 billion in additional economic value for MENA by 2033. AWS supports this transformation through localised data centres, customised solutions, and initiatives like the AWS Activate program and the AWS Saudi Arabia Women’s Skills Initiative, fostering innovation, compliance, and regional digital skills development.
What do you think is the most overrated virtue, and why?
While AI is experiencing a lot of hype, which is warranted, I believe the Metaverse is an example of a potentially transformative technology that emerged at the wrong time and didn’t get the chance to flourish. I think that’s what happened with the metaverse. Look at blockchain, though. It’s thriving! You can see its impact on cloud computing and even beyond crypto, which is now everywhere.
What is your favourite go-to phrase or word?
My motto is “Everything matters.” Never underestimate the power of small actions. Even seemingly insignificant things can accumulate and create a significant positive or negative impact. Small, consistent efforts can lead to remarkable results like drops of water that eventually become a flood. It’s a reminder that even small actions can have a significant cumulative impact.
What CSR initiatives has your company undertaken recently? How do these initiatives align with your company’s core values and mission?
AWS is committed to sustainability through various projects, such as the Clean Energy Accelerator, which supports startups in the renewable energy sector. This aligns with our goal to power global operations with 100% renewable energy by 2025. Also, our collaboration with Saudi Arabia’s Ministry of Communications and Information Technology (MCIT) through the Amazon Academy aims to train over 30,000 Saudis and issue 35,000 certificates, reflecting our dedication to community development and economic growth.
Can you provide examples of critical innovations you have led or participated in in your current role?
I’m incredibly proud of the work we’ve done with several companies. Our work with Abdul Latif Jameel (ALJ), a multi-decade-old conglomerate in Saudi Arabia, has been remarkable. Transforming a legacy company with a diverse portfolio – from health and energy to agriculture and real estate – is challenging. Still, their trust in us has been key to their successful technological evolution.
I’m constantly inspired by the digital native companies we work with, like Careem. Seeing startups place their trust in AWS and then grow into multi-billion-dollar companies is massively motivating. These collaborations remind me of the power of technology and collaboration to drive positive change and innovation.
What is the easiest part of leading a team, and what is the most challenging part?
The easiest and most rewarding part of leading a team is fostering a positive and fulfilling environment where everyone enjoys coming to work. Seeing my team members grow, progress in their careers, and develop their skills brings me immense satisfaction.
The most challenging aspect is meeting the ever-increasing expectations of tech-savvy customers. They are incredibly knowledgeable and discerning, making it crucial to constantly innovate and deliver impactful solutions to maintain their trust and excitement.
What do you consider your most outstanding achievement?
I’m incredibly proud of the many achievements in my journey so far, but bringing an AWS region to Saudi Arabia last March stands out as a career highlight. This $5 billion commitment includes three data centres, and two innovation centres and will create opportunities for many Saudi nationals.
Knowing I played a role in bringing this transformative technology to the region fills me with immense pride. I’m passionate about using technology to impact communities and countries positively. It’s not just about business; it’s about leaving a legacy.
What is the one thing you would want to change about yourself or your journey, and why?
If I could return, I would have focused on computer science and communication engineering. While my background in communication was valuable during the mobile boom, computer science would have been even more relevant today. I sometimes find myself playing catch-up in coding and keeping pace with the latest technological advancements. Choosing computer science back then certainly would have made my life easier now!
What have your mistakes been, and what were your biggest learnings?
One of the biggest lessons I learned early in my career was balancing company goals with customer obsession. I was initially so focused on sales and business development that I sometimes prioritised the company’s agenda over the customer’s needs. I learned the hard way that this approach can be detrimental.
Thankfully, being at AWS, with its strong emphasis on customer obsession, has reinforced the importance of putting the customer first. Finding that balance between driving business objectives and ensuring customer satisfaction is crucial. It’s a lesson I learned through experience and will never forget.
How do you define your leadership style, and how has it evolved?
My leadership style has evolved significantly over the years. I started very target-driven and company-focused. However, I soon learned that success stems from investing in your people. They are more engaged and productive when you genuinely care about your team, support their growth, and demonstrate flexibility and responsiveness.
I shifted from a company-obsessed approach to one that prioritises both people and customers. While achieving targets is important, it shouldn’t come at the expense of customer satisfaction or employee well-being. I’ve also learned that there’s no one-size-fits-all leadership style. Adaptability is key. Adjusting my approach based on the situation while staying true to my values has been crucial to my leadership journey.
What advice would you give your 25-year-old self?
Looking back on my 25-year plus career, I’m grateful for the opportunity to have lived and worked in many different countries. These experiences instilled in me a deep appreciation for diversity and inclusivity. I firmly believe embracing different perspectives and backgrounds is essential for any successful team or organisation. It’s a value I hold dear and should be a top priority for all leaders.
Are there days when you want to skip work? What do you do on those days? Where do you find inspiration from?
I love to travel! Having lived in five different countries, I guess I’m a bit of a global citizen. While I enjoy visiting my twin daughters in London, my wife and I are passionate about exploring new places. I especially love sunny destinations with access to the sea. Having lived in Sweden, I learned to appreciate the sun’s warmth!
More than just relaxing on the beach, I enjoy immersing myself in new cultures, trying different cuisines, and observing people’s everyday lives. Discovering the common threads that connect us all, even across seemingly disparate countries is fascinating. Whether architecture, food, or traditions, there’s always something to learn and appreciate about the shared human experience. I love experiencing new cultures; It’s my way of recharging and finding inspiration.
What are the key traits that make an effective leader in the tech industry?
I believe a good leader prioritises their team and customers and leads with strong values. The most challenging aspect of leadership I’ve encountered is navigating significant change. People often resist change, so leaders must guide them through the process. I’ve learned to embrace change, recognising that it ultimately leads to positive outcomes.
I don’t believe a specific management style is exclusive to the tech industry. While staying current with technology is essential, the fundamentals of good leadership remain constant. Whether you’re in tech or any other field, a true leader prioritises their team and their customers and aligns their actions with the company’s mission. Ultimately, successful leadership is about balancing the needs of your people, customers, and company.
What strategies do you use to stay current with technological advancements and industry trends?
I’m fortunate to be surrounded by a family of tech experts! My wife is a computer engineer, and my daughters are computer science engineers. They keep me on my toes and make sure I’m up to date with the latest advancements. With a house full of computer engineers, there’s never a dull moment!
The tech world moves so quickly – what was revolutionary a few years ago is old news today. Continuous learning is essential for survival. If you don’t adapt and evolve, you’ll quickly fall behind. Just look at AWS – we started 17 years ago with a handful of services and now offer over 200! It’s an exciting yet demanding field to be in.
What are your plans and aims?
My ambition is to make a lasting impact on the Middle East, North Africa, and Turkey region. Beyond business success, I want to see our investments improve the lives of citizens. Leaving a positive footprint on the community is what truly matters to me.
Whether through education, access to technology, or improved services, I want to be part of something that makes a real difference in people’s lives. Technology can drive positive change, and that’s the legacy I hope to leave behind.