Andrew Rossiter Takes the Helm of Endava’s Google Cloud Practice in MENA

Endava, a fully certified Google Cloud Partner, is strategically positioning itself to drive significant data transformation for enterprises across the MENA region, with a particular focus on Saudi Arabia and the UAE. The company’s commitment to the region has been further solidified with the launch of a new division aimed at helping businesses efficiently process, analyze, and derive actionable insights from data at scale using Google Cloud’s cutting-edge capabilities. This initiative is being led by Andrew Rossiter, the company’s Global Lead for this practice, who has relocated to the region and will split his time between Saudi Arabia and the UAE.

David Boast, Managing Director of MENA at Endava, emphasized the company’s dedication to its local customers, stating that the positioning of a global lead in the region reflects Endava’s deep commitment to providing tailored solutions. He noted that the Middle East is not constrained by legacy infrastructure investments, which gives enterprises in the region the flexibility to actively pioneer the future of AI. Google Cloud plays a crucial role in this transformation, offering powerful AI and data capabilities that allow organizations to scale intelligently while unlocking valuable insights. This “close-to-customer” approach is central to Endava’s strategy, allowing it to work seamlessly with clients as an extension of their teams and deliver rapid, impactful outcomes.

At its inception, the new division will focus on high-impact sectors such as finance, insurance, healthcare, and smart city projects—industries that are of strategic importance to the national visions of Saudi Arabia, the UAE, and other MENA nations. In these sectors, the integration of cloud scalability and AI can accelerate innovation, enhance operational efficiency, and improve customer experiences. Endava plans to leverage Google Cloud’s advanced Machine Learning (ML) tools to address complex business challenges within these sectors. Among the key use cases, the company aims to deploy real-time detection tools to combat financial fraud and implement behavioral analytics and workflow tools to enhance customer conversion, onboarding, service, and retention.

Andrew Rossiter, who has a deep understanding of the regional market from his previous experience living in the GCC from 2012 to 2017, is well-equipped to lead Endava’s efforts in the Middle East. His return to the region underscores the company’s commitment to delivering innovative cloud solutions to meet the growing demand for digital transformation in the region. With significant technological advancements reshaping the local business landscape, Rossiter is poised to infuse global best practices into the strategies of businesses in the region, ensuring they remain competitive in an increasingly digital world.

Rossiter expressed his enthusiasm about the region’s remarkable progress, particularly highlighting Saudi Arabia’s Vision 2030 and the UAE’s National Artificial Intelligence Strategy as pivotal examples of how the Middle East is positioning itself as a global leader in AI and cloud services. He noted the rapid adoption of digital technologies, which has transformed how businesses and government agencies interact with customers and citizens alike. With such dynamic growth in digital adoption, Endava is primed to contribute to the region’s ambitions and help organizations embrace the full potential of cloud and AI technologies.

In summary, Endava’s expansion into the MENA region with a dedicated Google Cloud practice represents a major step toward supporting the region’s ambitious digital transformation goals. By integrating AI and cloud technologies into key sectors such as finance, healthcare, and smart cities, Endava is positioned to help enterprises unlock new efficiencies and drive innovation. With Rossiter’s leadership, the company is set to play a pivotal role in shaping the future of digital businesses in the Middle East.