Safir Adeni is a global executive, board advisor, and transformation leader with a distinguished track record of scaling businesses, driving digital innovation, and delivering exceptional shareholder value across the U.S., Asia, Europe, and Latin America.
As CEO of Sitel Asia Pacific, Safir led 7,000+ employees across six countries, scaling revenues by 800% to $385M, achieving industry-leading NPS and customer satisfaction, and delivering services in 13 languages from 11 centers. He has also played a pivotal role in fueling high-growth ventures, including helping an AI SaaS company reach a $2.5B+ valuation by building global partnerships that contributed 36% of total ARR within three years.
Safir’s leadership is marked by consistent value creation through:
- Turning around businesses to profitability, including one with 900% EBITDA growth
- Delivering $350M in annual savings for a Fortune 50 enterprise while supporting 100M+ customer interactions
- Leading 5 M&A transactions and 3 post-merger integrations to unlock synergies
- Optimizing $20B in supply chain spend through digital transformation and next-gen ERP/SCM solutions
- Launching multiple startups and establishing 14 greenfield centers across 9 countries
Serving as a board director for 4 legal entities in 3 countries and on 5 nonprofit boards, overseeing governance, fiduciary, and risk responsibilities
Currently at Cisco, Safir leads global strategic programs across recurring revenue strategy, M&A integrations, AI & Automation CoE, and sales/partner compensation transformation.
He thrives at the intersection of strategy, technology, and execution, blending the operational rigor of a Fortune 50 leader with the agility of a startup executive. With deep expertise in scale leadership, digital/AI transformation, and global execution, Safir brings unique value to boards and advisory roles, helping organizations accelerate growth, resilience, and long-term shareholder value.