Meet the Pioneers - Ahmed Abusalem

 What inspired you to join Trelleborg?

The opportunity to combine my technical background as a sales engineer with my experience managing large-scale projects was a major draw. Trelleborg’s global reputation for innovative marine solutions provided the perfect platform to apply my skills on a scale much larger than I was used to. I was particularly excited by the challenge of working with advanced marine technology and delivering tailored solutions to clients. Adding to that, the allure of being part of a company that prioritizes continuous improvement and innovation was very appealing.

Business development was another key motivator—Trelleborg has allowed me to explore new markets, build strategic partnerships, and help drive the company’s success. This combination of engineering problem-solving and business strategy in an industry I’m passionate about made joining Trelleborg an easy decision, and it has kept me going for over a decade.

What is it about your role that you find particularly rewarding?

As the Regional Director for the Middle East, Africa, and India, I find the diversity and complexity of these markets incredibly rewarding. Each region presents its own set of unique challenges and opportunities, which typically requires a deep understanding of local business practices, cultural nuances, and market dynamics. Navigating these various environments and finding ways to drive business growth is not only exciting but also deeply fulfilling.

A key highlight of my role is leading and collaborating with diverse teams across these regions. We work to deliver cutting-edge solutions for maritime mega-projects while furthering strong, long-term relationships with our stakeholders. I am proud of how we have impacted maritime infrastructure and safety across these regions. It’s truly gratifying to know that our work contributes to the future of global trade and connectivity.

Is there a particular experience that you bring from your previous roles into your current work?

My background as a sales engineer and managing large-scale projects is one of the key experiences I bring to my position at Trelleborg. In that role, I learned how to engage closely with clients, understand their needs, and deliver technical solutions that met their expectations. This experience has been crucial in my current position, where I’m responsible for growing the business and ensuring our solutions address each market’s unique challenges.

My experience handling complex projects has also been invaluable. It taught me to manage tight timelines, coordinate with multiple stakeholders, and deliver successful outcomes under pressure. These skills have been crucial in leading teams and navigating the diverse markets across the Middle East, Africa, and India.

Are there any aspects of your personal interests that you bring to your work at Trelleborg?

Problem-solving and innovation is a passion of mine, and I bring this into my work on a daily basis. Whether it’s in my personal life or at work, I enjoy staying curious and finding new ways to tackle challenges. This growth mindset helps me approach complex projects with creativity and persistence, always seeking the best solutions for our clients.

Have large infrastructure projects continued to progress in the IMEA (India, Middle East, and Africa) region? How have the dynamics influencing infrastructure development in this area evolved and transformed over the past year, particularly in response to economic shifts and emerging market demands?

The IMEA region is still investing heavily in large infrastructure projects, although the dynamics vary across different areas. In Saudi Arabia, for instance, we’ve seen rapid progress with projects like NEOM, while in the Indian subcontinent, development is also moving quickly. Africa is still going on a steady pace, though with slower progress due to complex planning, regulatory approvals and funding challenges, as well as technical difficulties and challenges relating to coordination across multiple stakeholders. External factors like political instability and workforce issues further contribute to delays.

How are the major port development initiatives in key African nations like Nigeria, Senegal, Morocco, and Mozambique shaping the continent's maritime infrastructure landscape?

All projects across these African nations are making significant progress and have the potential to transform the international shipping dynamics.

What about the schemes in South Africa, Kenya, and Angola? Have they moved forward recently?

In Angola, we’ve seen more development, particularly in the renovation of existing facilities. South Africa and Kenya are also moving forward with their plans, but the progress is slower compared to Angola.

What opportunities do you see for growth and innovation in the IMEA region?

The IMEA region presents Trelleborg with exciting opportunities for growth and innovation. While customers in the region, particularly in India, are value-conscious, this drives us to continuously improve our offerings and highlight the long-term benefits of our high-quality solutions. The market's diversity allows us to tailor our approaches, creating unique strategies that cater to specific local needs.

We’re constantly trying to adapt ourselves in the face of varying regulations and market conditions, turning the challenges that come our way to build stronger, more flexible supply chains and operations. The regional differences inspire us to innovate, developing products and services that not only meet but exceed customer expectations.

We see great potential in educating customers about the overall lifecycle value of our solutions. It’s a great opportunity to build stronger relationships and establish Trelleborg as a trusted partner in long-term success. By focusing on innovation, customization, and clear communication of our value proposition, we continue to gain a stronger foothold in the market.

Also, the dynamic nature of the IMEA region pushes us to stay at the forefront of industry trends and customer needs. We're excited about the prospects of turning regional challenges into unique selling points, driving sustainable growth and strengthening our market position in this vibrant and diverse region.

To what extent do customers recognize the value of high-quality fenders, rigorous testing, and comprehensive lifecycle support? Is there a need for educational initiatives to shift customer perceptions away from viewing fenders as mere commodities?

Fenders are often seen as commoditized products, which means that customers sometimes overlook the importance of quality, testing, and lifecycle support. While some clients acknowledge the impact of these factors, many are still focused on price over long-term value. To shift this perspective, we as manufacturers need to educate customers on the benefits of investing in thoroughly tested, high-quality fenders that come with full support services. It’s an ongoing process of education and awareness.

Aside from marine fenders, have you seen increased demand for any other products? If so, what is driving this demand?

Generally, we’ve noticed that the demand for more sustainable products is increasing among our clients in our region. Driven by stricter environmental regulations, increased corporate responsibility, and growing customer awareness of eco-friendly solutions, we have seen a rising demand for sustainable products across the IMEA region. It’s encouraging!

Also, considering the competitive landscape in the marine/logistics industry, most of our clients (end-users and operators) are constantly exploring operational efficiencies. In addition to marine fenders, demand for docking and mooring equipment, such as quick-release hooks, mooring load monitoring systems, and smart port equipment, has risen in the region. Port expansion projects, increased safety focus, stricter environmental regulations, and offshore oil and gas development drive this growth. Customers seek advanced, sustainable solutions to improve operational efficiency and meet regulatory standards.

Given the complexity of stakeholder relationships in the industry, how do you navigate the challenge of working with stakeholders with potentially different KPIs, and how does Trelleborg’s approach excel at this?

Trelleborg’s breadth and depth of global reach allows us to communicate effectively with stakeholders at all levels, both globally and locally. I believe that we excel at balancing global standardization with local adaptation, which helps us cater to the diverse needs of different markets.

When it comes to navigating stakeholder relationships, we focus on understanding each party’s KPIs. For example, port authorities may prioritize safety, while contractors may focus on cost-effectiveness. By offering tailored solutions that meet these specific needs and maintaining transparent communication, we can align goals and ensure smoother project execution. Trelleborg’s technical expertise and innovative approach also help us add long-term value, even when stakeholders’ priorities may seem at odds.

Looking ahead, what are Trelleborg's plans for growth and strategic initiatives in the IMEA region for the upcoming year. What exciting developments or market trends are shaping your outlook?

2025 holds great promise. As a market leader, we are passionate about educating the industry and raising testing standards so that clients (end-users and operators) receive the quality they deserve, while not compromising on sustainability. We’re also focused on keeping our stakeholders informed about the latest industry updates, such as PIANC’s new WG11 guidelines and standards.

Looking ahead, we’ll continue working closely with all stakeholders as we pursue several opportunities that are expected to materialize. These efforts should lead to business growth, with single to double-digit revenue increases, an expanded client base, and further consolidation of our presence in the region.