India & Middle East — NiCE has appointed Surya Saraf as Director – Channels & Alliances, India & Middle East, reinforcing its leadership team with an experienced professional in strategic partnerships, ecosystem development, and enterprise technology sales.
NICE is a global provider of customer experience (CX), contact center, artificial intelligence, digital workflow automation, and customer engagement solutions used by enterprises across industries including banking, telecommunications, healthcare, retail, and public services. The company has been expanding its AI-driven CX platform and cloud-based customer service offerings as organizations increasingly invest in automation and intelligent customer interactions.
With more than 16 years of experience across enterprise sales, pre-sales, strategic alliances, and go-to-market strategy, Surya Saraf brings extensive expertise in building and scaling partner-driven business growth initiatives. Her appointment comes as organizations increasingly leverage strategic alliances to accelerate the adoption of AI, customer experience, and workflow automation technologies.
Prior to joining NiCE, Saraf spent more than five years at Tech Mahindra, where she led global alliances and ecosystem partnerships across areas including artificial intelligence, customer experience, workflow automation, and cloud platforms. During her tenure, she played a key role in driving partner-led revenue growth and supporting strategic enterprise engagements through collaborative business models.
Before Tech Mahindra, she held positions at Accenture, Capgemini, and LTI – Larsen & Toubro Infotech, gaining significant experience in enterprise technology sales, deal strategy, customer engagement, and partner ecosystem development. These roles helped her build a strong foundation in managing complex business relationships and supporting digital transformation initiatives across industries.
Her career has been defined by a focus on strengthening alliance networks, creating growth opportunities through partnerships, and enabling organizations to expand their market presence through collaborative go-to-market strategies.
In her new role at NiCE, Saraf will lead efforts to expand the company’s strategic alliance network across India and the Middle East. She will be responsible for strengthening partner ecosystems, developing collaborative business opportunities, and driving joint go-to-market initiatives designed to support the adoption of AI-powered solutions, customer experience technologies, and workflow automation platforms.
As NICE continues to expand the adoption of its AI-powered customer experience and workflow automation solutions across India and the Middle East, strategic partnerships with system integrators, cloud providers, consulting firms, and technology partners have become increasingly important. Saraf’s experience in building alliance ecosystems and driving partner-led growth is expected to support the company’s efforts to expand market reach, strengthen customer engagement, and accelerate enterprise adoption of its platform offerings.
The appointment aligns with the growing importance of ecosystem-led growth strategies in the enterprise technology sector, where partnerships play a critical role in delivering integrated solutions and expanding customer reach.
As Director – Channels & Alliances for India and the Middle East, Surya Saraf will focus on deepening strategic partnerships and accelerating business growth through a stronger regional alliance ecosystem.
