Heba El-Ashmawi

Director of Business
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Heba El-Ashmawi

Director of Business

“Success is not final, failure is not fatal: it is the courage to continue that counts.”


Heba is the Director of Business with PROTRAINING; she is active in securing new accounts and establishing strong business relationships throughout the capital and region. She deals with different types of industries and clients ranging from Government, multi-nationals and local companies.

In her role, Heba is keen to find the best learning and development solutions for our clients, whether customised or off-shelf options to ensure ultimate client satisfaction.

With more than 20 years of experience in fields such as General Management, Business Development, Human Development and Training, Heba brings with her extensive industry experience and knowledge as well as regional acumen.

Please contact Heba if you’re looking for professional training in UAE, KSA and other GCC countries.

Areas of Expertise

Building long terms relationships and trust with clients. 

Retain and Nurture clients

Absorb, analyse and action client’s needs.

Account strategy and implementation 

Create customisable proposals to meet clients needs

Negotiate service agreements and large scale deals

Manage client’s training plans

Project management and support

Lead accounts to success

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