We are 4C Dubai

Our mission is to assist companies in becoming customer centric in an ever more technical, social and omnichannel world..

Our company

4C Dubai is EMEA’s largest certified independent Salesforce Platinum partner and one of the leading customer relationship management software implementation companies in the GCC. Our mission? In an increasingly complex world, we contribute to a customer driven society by building customer companies using the best Salesforce based CRM software solutions.

We have been building customer companies through CRM systems since 1997. Fast forward 21 years, we’ve successfully implemented over 1500 Salesforce CRM projects, we’ve grown to more than 280 Salesforce consultants, are experienced in AI project delivery, including Salesforce Einstein and have a Customer Satisfaction score of 9.46.

Our headquarters are in Mechelen, Belgium, but we also have major offices in London, Paris, Dubai and Brussels. Inside each 4C office, you’ll find a team of authorised Salesforce CRM Solutions experts and digital gurus, with one common goal of building customer companies by providing management consulting (Design) services and and A.I (Learn) services.

Who Are 4C ▶

The Story of the 4C’s

The origin of the 4Cs dates from the early 1990s, when services and customers became more and more (and still are) important than products. The marketing mix, up to then, ruled by the 4Ps (being very unidirectional from a supplier to a customer) changed into the 4Cs (being very bi-directional, from and to a customer and a supplier).

Customer Value

A company will only sell what the customer specifically wants to buy and values. i.e. how does a customer value us, our services and products? What is the lifetime value of a customer?


Price is only a part of the total cost to satisfy a want or a need. The total cost will consider for example the cost of time in acquiring a good or a service, a cost of conscience by consuming that or even a cost of guilt “for not treating the kids”.It reflects the total cost of ownership. Many factors affect cost, including but not limited to the customer’s cost to change or implement the new product or service and the customer’s cost for not selecting a competitor’s product or service. What is the customer’s actual contribution? And based upon that, how can we deliver a differentiated service?


In the era of Internet, catalogues, credit cards and smartphones, consumers neither need to go anywhere to satisfy a want or a need nor are they limited to a few places to satisfy them. Marketers should know how the target market prefers to buy, how to be there and be ubiquitous, in order to guarantee convenience to buy. With the rise of Internet and hybrid models of purchasing, Place is becoming less relevant. Convenience takes into account the ease of buying the product, finding the product, finding information about the product, and several other factors.


While promotion is “manipulative” and from the seller, communication is “cooperative” and from the buyer with the aim to create a dialogue with the potential customers based on their needs and lifestyles. By the way good communication starts with good listening; listening across different channels and listening to the behavior of customers so that, as a company, we can effectively react upon that knowledge.

4C are a leading Platinum Salesforce Partner company with expertise in every cloud

We are a leading Platinum Salesforce Partner with expertise in every cloud and experience combining the leading cloud apps within the Salesforce.com ecosystem

Meet the 4C team

We’re a team of more than 300 people, spread across eleven offices over five countires, with local headquarters in London, Dubai, Mechelen, Paris, Oslo, Amsterdam, Eindhoven and Copenhagen.

Meet the 4C team (experts in the Salesforce field) - Jake Callaway, Managing Director MEA LinkedIn Profile

Jake Callaway

Managing Director MEA

Post Graduating with a BSc in Business Economics from the University of Portsmouth, Jake began his career working as a Salesforce Analyst for Manchester United. This experience provided Jake with both the enthusiasm for Salesforce and also the determination to help other companies realise their potential with Salesforce. Thus, Jake joined CloudSocius in 2014 and has not looked back since. In 2016, he moved to Dubai to be involved with the setup of CloudSocius DMCC and is now responsible for delivering the growth targets of the 4C controlled entity. Outside of work, you will probably see Jake at one of Dubai’s numerous Golf Courses - these were a big factor in his decision to move to the UAE.

Meet the 4C team (experts in the Salesforce field) - Sam Wolfenden, Head of Commercial MENA LinkedIn Profile

Sam Wolfenden

Head of Commercial MENA

Sam, an economics graduate, has been in commercial roles for 8 years. These positions have come in a variety of industries, speaking to either B2B or B2C client bases. In 2013, Sam joined Oracle where he spent 2 years in Ireland before moving to Dubai in 2015. With this move, he was part of a an initiative to grow their consulting business in the Middle East. In 2016, Sam helped the set up of 4C in the Middle East after spotting a gap in the market that needed a fresh perspective when it came to delivering projects. The rest is history, as it were. Outside of work, Sam takes downtime very seriously, often on a beach with his phone off.

Meet the 4C team (experts in the Salesforce field) - Prachi Sinha, Development Lead LinkedIn Profile

Prachi Sinha

Development Lead

With 7 years of prior experience working at Infosys, TCS, Informatica and Cloud Lending Solutions, Prachi, an Electronics Engineer is currently working at 4C Dubai as Development Lead. She has good knowledge on Salesforce Development, Skuid and Warehouse Management System. She finds interest in poetry, loves to play violin and watch Netflix.

Meet the 4C team (experts in the Salesforce field) - Adel Eldebri, Salesforce Consultant LinkedIn Profile

Adel Eldebri

Salesforce Consultant

Adel is an Electrical and Electronic graduate engineer he joined 4C when they just had the first footstep in the region since then he is playing a big part on customer success stories, with his experience working with companies in different industries Adel is always keen to help more companies to be customer oriented utilizing the Salesforce platform, outside work Adel loves football recently joined under 16 coaching staff in a local team.

Meet the 4C team (experts in the Salesforce field) - Divya Chary, Lead Consultant LinkedIn Profile

Divya Chary

Lead Consultant

Divya started her career as a Business Technology Analyst with one of the Big Four Consulting firms. Having joined 4C in December, 2016, she is one of the first employees for the Dubai office. With about 5 years of Salesforce experience, she loves solving business challenges and coming up with solutions using the Force.com platform. In her free time, she loves listening to Bollywood music and singing.

Meet the 4C team (experts in the Salesforce field) - Samer Fahim, Senior Project Manager LinkedIn Profile

Samer Fahim

Senior Project Manager

Samer has a 10+ years of experience in the business solution implementation explicitly CRM, joined 4C at Sept 2017 as a Project Manager, Samer had a different areas of expertise as a Pre-sales in Microsoft Dynamics looking after Africa,Salesforce Sr. Functional Consultant at (PwC), Account Lead at Cegedim.Samer execute Programs from start to finish, managing complex milestones in challenging timelines delivering a high quality product.

Meet the 4C team (experts in the Salesforce field) - Sarah Dyson, Delivery Consultant LinkedIn Profile

Sarah Dyson

Delivery Consultant

Sarah is a self-confessed Salesforce enthusiast! Working in the industry for almost 5 years, she joined 4C Dubai as a Certified Consultant. Prior to moving to Dubai, Sarah worked for one of Salesforce’s largest customers based in the UK where she assisted in the development and growth of the platform. An avid traveller, you can find Sarah planning her next adventure in her spare time.

Meet the 4C team (experts in the Salesforce field) - Chris Lynch, Commercial Manager LinkedIn Profile

Chris Lynch

Commercial Manager

Chris joined 4C Dubai, having spent the previous 3 years with Salesforce in the UK. At Salesforce, Chris consulted leading companies on how to leverage Salesforce to drive and align with key business objectives. At 4C Chris is responsible for consulting accounts across the GCC on digital transformation projects that deliver significant ROI. Outside work Chris supports the best rugby team in the world “Ireland” and the worst football team, also “Ireland”.

Meet the 4C team (experts in the Salesforce field) - Jennifer Loreno, Office Manager LinkedIn Profile

Jennifer Loreno

Office Manager

Fer has over five years experience in practicing HR and administrative support for insurance and hospitality industry. In 2018 Fer joined the team as an Office Manager, she spearheads admin duties and provides invaluable support to accounts receivable, payroll and collections. Fer is the team’s uber-organizer, always making sure everything is kept in perfect working order. She connects the team with her caring nature, as well as knowing where everything is kept. Vital in an office full of intelligent machines!

Meet the 4C team (experts in the Salesforce field) - Enen Fernandez, Delivery Consultant LinkedIn Profile

Enen Fernandez

Delivery Consultant

Enen is a Salesforce Certified Consultant who fell in love with Salesforce more than three years ago when he was given a chance to be a Salesforce bootcamper on his first company. Fast forward to today, Enen is a Salesforce developer turned consultant who still tries to catch up with the ever growing Salesforce releases but most importantly, still in love with the same technology that brought him to 4C in Dubai. Outside of work, Enen is a big fan of video games and is usually on the lookout for new and immersive games on his computer, smartphone or Nintendo Switch.

Meet the 4C team (experts in the Salesforce field) - Adeel Ahmad, Salesforce Developer LinkedIn Profile

Adeel Ahmad

Salesforce Developer
Meet the 4C team (experts in the Salesforce field) - Zaher Doukmaji, New Business Consultant LinkedIn Profile

Zaher Doukmaji

New Business Consultant

Zaher joined 4C at the beginning of 2018 as Business Development Representative as a graduate with a BBA in Entrepreneurial Management. Zaher is very enthusiastic and eager to learn more about the digital world and to promote it on a daily basis. Zaher is a core pipeline generator to the commercial team helping them find new business. Previously Zaher held various roles in his Family business. You can find Zaher on Google Maps scouting for new fishing locations in the UAE.

Meet the 4C team (experts in the Salesforce field) - Zohrab Istalifie, Lead Consultant LinkedIn Profile

Zohrab Istalifie

Lead Consultant

Zohrab joined 4C Dubai in November 2018, has an entreprenaural background and worked for the big four consultancies before. He started his first venture focusing on a Cloud Solution (SaaS) with functionalities such as online- booking and payment, analytics and capacity management for the sports industry in 2013. In his past consulting roles he has consulted multinational coperations as the World Economic Forum, Nokia, ALDI and more. His technical expertise lies in Business Model Innovation / Optimization, Business Process Re-Engineering, Business Analysis, Business Intelligence (incl. predictive analytics) on the Force.com Platform. He holds a bachelor degree in Business Information Systems at Frankfurt School of Finance and Management, a Master Degree in business psychology and has worked in Germany, USA, India and Japan prior joining 4C Dubai. Outside work, Zohrab is a big soccer fan and loves to meet and connect with new people and enjoy the world famous German beer!

Meet the 4C team (experts in the Salesforce field) - Ali Hussain, Senior Project Manager LinkedIn Profile

Ali Hussain

Senior Project Manager

Ali is a Bahraini national with eight years’ certified experience in project management and business analysis. His recent prior experience was as an IT Project Manager with Motorola Solutions successfully delivering Salesforce transformation projects. He has completed his BA in Economics and Political Science from the University of British Columbia in Vancouver, Canada where he has lived for the past 11 years before joining 4C. Outside of work, he is currently in the process of completing his MBA with the University of Warwick in the UK, but in his free time, he enjoys playing water sports and watching hockey. Go Canucks!

Meet the 4C team (experts in the Salesforce field) - Gareth Stephens, Managing Director (UK and MEA) LinkedIn Profile

Gareth Stephens

Managing Director (UK and MEA)
Meet the 4C team (experts in the Salesforce field) - Keryth Mansfield, Human Resources Director, UK LinkedIn Profile

Keryth Mansfield

Human Resources Director, UK
Meet the 4C team (experts in the Salesforce field) - Tom Boyce, Professional Services Director LinkedIn Profile

Tom Boyce

Professional Services Director
Meet the 4C team (experts in the Salesforce field) - David Shrimpton, Managed Service Director LinkedIn Profile

David Shrimpton

Managed Service Director
Meet the 4C team (experts in the Salesforce field) - Andrew Humpherson, Finance Director LinkedIn Profile

Andrew Humpherson

Finance Director
Meet the 4C team (experts in the Salesforce field) - Rob Darbyshire, Commercial Director LinkedIn Profile

Rob Darbyshire

Commercial Director
Meet the 4C team (experts in the Salesforce field) - Sam Arroyo, Chief Technology Officer LinkedIn Profile

Sam Arroyo

Chief Technology Officer
Meet the 4C team (experts in the Salesforce field) - Victoria Corner, Customer Success Director LinkedIn Profile

Victoria Corner

Customer Success Director
Meet the 4C team (experts in the Salesforce field) - Jessica Stern, Senior Marketing Manager LinkedIn Profile

Jessica Stern

Senior Marketing Manager
Meet the 4C team (experts in the Salesforce field) - Pascal Borremans, Managing Director (Benelux) LinkedIn Profile

Pascal Borremans

Managing Director (Benelux)
Meet the 4C team (experts in the Salesforce field) - Kris Lariviere, CCO LinkedIn Profile

Kris Lariviere

Meet the 4C team (experts in the Salesforce field) - Tony Spelkens, Team Lead, Precision Marketing LinkedIn Profile

Tony Spelkens

Team Lead, Precision Marketing
Meet the 4C team (experts in the Salesforce field) - Evelien Verbaenen, Team Lead, Extreme Insights LinkedIn Profile

Evelien Verbaenen

Team Lead, Extreme Insights
Meet the 4C team (experts in the Salesforce field) - Sofie Vanwelsenaers, Business Unit Manager, Collaborative Service LinkedIn Profile

Sofie Vanwelsenaers

Business Unit Manager, Collaborative Service
Meet the 4C team (experts in the Salesforce field) - Jan Aerts, Team Lead Platform Everywhere LinkedIn Profile

Jan Aerts

Team Lead Platform Everywhere
Meet the 4C team (experts in the Salesforce field) - Isabelle van Moeffaert, Team Lead, Collaborative Service LinkedIn Profile

Isabelle van Moeffaert

Team Lead, Collaborative Service
Meet the 4C team (experts in the Salesforce field) - Bert Van De Velde, Group HR Director LinkedIn Profile

Bert Van De Velde

Group HR Director
Meet the 4C team (experts in the Salesforce field) - Nathalie Dierckx, Talent & People Operations Manager LinkedIn Profile

Nathalie Dierckx

Talent & People Operations Manager
Meet the 4C team (experts in the Salesforce field) - Emmanuel Boucher, CEO (France) LinkedIn Profile

Emmanuel Boucher

CEO (France)
Meet the 4C team (experts in the Salesforce field) - Camille Gurcan, COO LinkedIn Profile

Camille Gurcan

Meet the 4C team (experts in the Salesforce field) - Emilie Marteau, Commercial Manager LinkedIn Profile

Emilie Marteau

Commercial Manager
Meet the 4C team (experts in the Salesforce field) - Jean Francois Finot, Consultant Manager LinkedIn Profile

Jean Francois Finot

Consultant Manager
Meet the 4C team (experts in the Salesforce field) - Claire Schroeder, HR Manager LinkedIn Profile

Claire Schroeder

HR Manager
Meet the 4C team (experts in the Salesforce field) - Gil Gourévitch, CTO LinkedIn Profile

Gil Gourévitch

Meet the 4C team (experts in the Salesforce field) - Anders Harbo, Managing Director (Nordics) LinkedIn Profile

Anders Harbo

Managing Director (Nordics)
Meet the 4C team (experts in the Salesforce field) - Jens Kok Petersen, Commercial Director LinkedIn Profile

Jens Kok Petersen

Commercial Director
Meet the 4C team (experts in the Salesforce field) - Joao Pereira, Delivery Director LinkedIn Profile

Joao Pereira

Delivery Director
Meet the 4C team (experts in the Salesforce field) - Mathias Schultz Olsen, Commercial Consultant LinkedIn Profile

Mathias Schultz Olsen

Commercial Consultant
Meet the 4C team (experts in the Salesforce field) - Sara Mathijs, Business Unit Manager, Agile Sales LinkedIn Profile

Sara Mathijs

Business Unit Manager, Agile Sales
Meet the 4C team (experts in the Salesforce field) - Jan Vandevelde, Team Lead, Agile Sales LinkedIn Profile

Jan Vandevelde

Team Lead, Agile Sales

Growing never stops at 4C Dubai. We create an environment that allows our people to have experiences and opportunities that enable them to evolve, on a professional level, and on a personal level. Think you’ve got what it takes?

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The 4C values

Our values are at the heart of everything we do at 4C Dubai, our people, our services, our ideas and our customer-centric approach.


Can Do



Corporate Philanthropy: We Pledge 1% to support non-profits (backed by Salesforce)

Here at 4C we have committed to pledge 1%. We admire organisations who are dedicated to changing the world and we want to change the world with them. Alongside Salesforce and many of our partners, we have pledged to contribute 1% of our time and product to social businesses.

A local company with a global reach

We have offices in London, Manchester, Paris, Lille, Lyon, Brussels, Mechelen, Ghent, Dubai, Copenhagen and Eindhoven that help provide our customers with worldwide support.

Ready to become a customer company?