Asmar Ghafoor

Trailblazer
DISC Type : DI

Head of Talent and People Operations - EMEA and JAPAC at Cognition

Riyadh, Saudi Arabia

Overview

Asmar is a strategic people leader specializing in scaling global B2B SaaS companies through hypergrowth, acquisitions, and IPOs. With a background in Computer Science from Abertay University, he has deep experience in talent strategy for tech firms. Colleagues often describe him as strategic, impactful, and a leader with exceptional foresight.

Based in Riyadh, Asmar is deeply involved in the MENA tech scene, frequently traveling between Saudi Arabia and Dubai. He is a proud father and recently shared a story about his 12-year-old son learning to build a game using his companys AI technology, highlighting a blend of family and professional passion.

Unique fact: Asmar is a specialist in global mobility and executive relocation, having built and operationalized frameworks to enable cross-border team performance.

Personality Overview

Friendly But Fast

Values Relationships

Assertive

They are more likely to be open to unproven but exciting technologies.  They do not mind taking risks and can make hard decisions, if necessary. They respond better to a combination of speed and relationship.

Topics They Care About

Scaling Tech Globally
He has a proven track record of scaling B2B SaaS companies through IPOs and acquisitions, with a focus on EMEA and JAPAC regions.
MENA Tech Ecosystem
Currently based in Riyadh and hiring in Dubai, he is actively building teams and strategy within the rapidly growing Middle East and North Africa tech landscape.
Generational AI
He works for Cognition. ai, a company he describes as a "Generational AI rocketship, " and is passionate about the real-world applications of their products, like Devin.

Media Appearances

Asmar has no verified media appearances

Work History

11-2025
Head of Talent and People Operations - EMEA and JAPAC at Cognition
9-2025 - 11-2025
Strategic Advisor at Jisr | جسر
6-2024 - 8-2025
Global Vice President of Talent at Rewaa
1-2024 - 6-2024
Global Head of Talent Acquisition at Rewaa
8-2020 - 3-2024
Global Senior Director - Talent at Delphix

Education

2001 - 2005
Computer Science BSC (Hons) from Abertay University
1995 - 2001
Highers and Advanced Highers from Harris Academy

More Information

Social Presence :

Prographics :

Exp : 8 Location : Riyadh, Saudi Arabia Job Level : Mid-senior Designation : Head of Talent and People Operations - EMEA and JAPAC at Cognition
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Insights For Selling To Asmar

During A Call Or A Meeting

DO's

  • Use phrases like ‘your decision will’, ‘you will impact’ etc.
  • Ask them for a lunch or coffee once some rapport has been established
  • Give them control of the sales process

DONT's

  • Don’t hesitate from asking questions or pushing them, but take a friendly approach
  • Don’t hesitate from asking them how they truly feel about your product
  • Don't make any commitments that you might not be able to fulfill

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Asmar is

  • Relationship and product conviction matter equally, followed by a sense of achievement.
  • Will you ever get a clear answer from Asmar

  • If they are not convinced, they will say no albeit in a friendly manner.


Insights For Deal Planning

    How fast (or slow) will Asmar move?

  • If you earn their trust and they develop faith in the product, they can make decisions quickly.
  • Can Asmar take some risk or not?

  • They can take risks if necessary.

You And Asmar

Personality Compatibility


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