Axion Displays has appointed Nizar Naser as Sales Manager for the Middle East, strengthening its regional presence and commitment to local distributors and system integrators.
Naser brings over 22 years of experience in business development, sales and strategic partnerships across the Middle East and Africa. Combining an electrical engineering background with commercial expertise, he has held senior roles with Digital Projection, Crestron and Honeywell, developing successful channel networks and driving regional growth.
In his new role, Naser will oversee business development across the Gulf Cooperation Council (GCC) countries and wider Middle East, targeting opportunities in professional AV, higher education, visitor attractions and immersive experiences.
For existing Digital Projection customers and partners, the appointment ensures continuity of the relationships, product expertise and support they already know and trust. As Digital Projection’s EMEA sales representative, Axion Displays provides regional sales, pre-sales consultancy, product availability and after-sales support, with flexible sourcing options from Europe and Asia.
Naser commented: “I’m delighted to join Axion Displays and continue working with the customers and partners I’ve built strong relationships with over many years. For Digital Projection customers, it’s very much business as usual – with the same people, expertise and support they know and trust.
“I’m also excited to introduce our wider portfolio, including Magnos LED, Brainsalt media servers and our own software platforms alongside Digital Projection. This gives our channel partners more choice and flexibility to find the right technology for each project.”
Alongside new projects, Naser sees growing opportunities in helping organisations maximise the performance and lifespan of existing AV infrastructure. Axion Displays’ recently launched Radar platform provides real-time telemetry monitoring and predictive maintenance across multi-vendor AV environments, enabling integrators and service providers to proactively identify potential issues, reduce downtime and extend equipment lifespans.
Dirk Siedle, CEO at Axion Displays, added: “Nizar brings exceptional regional knowledge, technical expertise and trusted relationships built over more than two decades. The Middle East is an important market for Axion Displays, and his appointment reinforces our commitment to supporting local distributors and system integrators with the products, expertise and support they need to deliver successful projects.”
Naser joined Axion Displays on 1st October 2026.
