Armstrong Fluid Technology announces new Sales Director for Türkiye, MEA

DUBAI, UAE, 11 February 2025: Armstrong Fluid Technology said it has appointed Qusai Abuabed as Sales Director for Türkiye, Middle East & Africa. Making the announcement through a Press Release, Armstrong said Abuabed succeeds Kevin Laidler, who will be returning to Toronto to take on his new role as Global Director, Specifications, effective March 1.

Expressing gratitude to Laidler for his service, Armstrong highlighted his 35 years in the HVAC market, including 30 years with the company. Over the last eight years, Armstrong said, Laidler’s leadership in the Middle East and Africa has been instrumental in strengthening its presence in the region.

Armstrong said Abuabed brings 13 years of experience in the HVAC and climate solutions industry across the MENA region to its business. He has extensive expertise in driving revenue growth, developing strategic Original Equipment Manufacturer (OEM) partnerships and leading product innovation initiatives with a dynamic approach, the company said.

In his new role, Abuabed will lead a team of five professionals managing Armstrong’s sales operations across the Middle East and Africa, Armstrong said, adding that he will oversee the sales strategy for products including fire systems, and building systems and solutions.

According to Armstrong, Abuabed’s deep understanding of complex cooling challenges will also prove pivotal to the growth of the company’s District Cooling Systems (DCS) operation. District cooling presents a vital pathway to meeting the ambitious sustainability goals of urban development projects in the MENA region. Armstrong said its engineered-to-order systems are specifically designed to optimise the efficiency and performance of District Cooling plants, reducing energy consumption by up to 40% compared to conventional cooling methods.

Armstrong said the appointment reinforces Armstrong Fluid Technology’s ongoing commitment to expanding its presence across Türkiye, the Middle East and Africa and driving the uptake of sustainable cooling solutions in the MENA region. The company said the appointment also underlines its continued ability to attract accomplished professionals who share its vision of leading global transformation in energy use.

Prior to joining Armstrong, Abuabed held senior sales and engineering roles with multinational equipment manufacturing companies. He has a Bachelor of Engineering (BE) from Hashemite University, in Jordan, and an Executive Certificate in Accounting and Finance from Babson Business School, in the United States, and from Prince Mohammad Bin Salman College of Business & Entrepreneurship (MBSC), in Saudi Arabia.

Abuabed is also a Project Management Institute (PMI) certified project manager and a member of the Jordan Engineers Association.