“The best way to predict the future is to create it.” – Peter Drucker
In today’s dynamic business landscape, leadership is more than just decision-making—it’s about fostering trust, driving innovation, and creating meaningful
relationships. Whether navigating risk intelligence, mentoring future leaders, or balancing strategic growth with personal well-being, the key to success lies in adaptability and purpose-driven action.
This conversation delves into the principles that define long-term success, from building trust-based relationships to staying ahead of industry trends. Through these insights, we explore what it takes to lead with authenticity, inspire teams, and shape the future of business with resilience and vision.
Samah Noureddine, Sales Director for Risk Intelligence, EMEA at LSEG (London Stock Exchange Group), began her career in education, where she found immense fulfil- ment in shaping young minds and creating a lasting impact. However, she felt a calling to influence on a broader scale—driving growth, solving complex challenges, and making a tangible difference in the business world.
Transitioning to the corporate sector was a leap of faith, met with scepticism and challenges, but through persistence, continuous learning, and determination, she earned her first role in sales and strategy.
Sales captivated her as the heartbeat of any organization—a dynamic space where relationships, problem-solving, and measurable outcomes intersect. Within customer and third- party risk intelligence, she discovered a purpose-driven field that empowers businesses to navigate uncertainty, build resilience, and make informed decisions. She views this career as one that demands adaptability, strategic thinking, and a commitment to excellence, and she remains deeply inspired to lead and innovate in this ever-evolving space.
The Most Rewarding Aspect of the Role
According to Samah, the most rewarding aspect of her role as Sales Director at LSEG Risk Intelligence is knowing that her work creates a tangible, positive impact—not just on businesses but on the values they uphold. “Leading a high- performing sales team across EMEA, I witness firsthand how their solutions enable ethical growth, protect against fraud and financial crime, and help organizations build trust with their partners and communities.”
For her, the role extends beyond achieving sales targets; it is about fostering positive change. The solutions her team delivers strengthen organizations, promote transparency, and champion ethical practices—all of which aligns closely with her core values of integrity, partnership, and purpose. Guiding her team to deliver these outcomes is both a privilege and a responsibility.
What inspires her most is the interplay of problem-solving, thought leadership, and team performance. Every success story—from helping a client mitigate risks to enabling sustainable growth—reinforces why this work matters. “To me, it is not just about what they sell but about how they partner, collaborate, and ultimately make a difference in the business world.”
Approach to Leading a High-Performing Sales Team
Samah believes that leading a high-performing sales team across the diverse and expansive EMEA region requires vision, adaptability, and a commitment to empowering people. Her leadership approach is grounded in three key principles: clarity of purpose, cultural intelligence, and fostering collaboration.
First, she ensures that the team has a clear vision aligned with organizational goals and client success. In the fast- paced world of sales, a shared purpose is essential to achieving meaningful outcomes. She sets clear expectations, celebrates wins, and equips her team with the tools they need to excel.
Second, she emphasizes the importance of cultural intelligence. Given the unique nuances of each market, she encourages her team to approach every client interaction with respect, curiosity, and adaptability. By understanding and embracing local perspectives, they build authentic, lasting relationships.
Finally, she prioritizes collaboration. She fosters an environment where team members feel empowered to share ideas, challenge assumptions, and support one another.
Regular communication and recognition help maintain a strong sense of connection despite geographical distances.
Ultimately, her goal is to lead with integrity and purpose, creating a team culture that not only delivers results but also fosters growth, innovation, and trust. By focusing on people—clients, partners, and team members—she ensures that the team navigates challenges, exceeds expectations, and creates a meaningful impact.
Strategies for Cultivating Inclusion and Empowering Female Talent
As the leader of the Women Inspired Network at LSEG, Samah has implemented several impactful strategies to cultivate inclusion and empower female talent, particularly in sales—a field often perceived as challenging for women.
- Creating Mentorship Opportunities: Recognizing that many women lack visible role models or access to leadership guidance, she has helped establish a mentorship program that pairs aspiring female professionals with experienced mentors to navigate challenges and build confidence.
- Building a Supportive Community: She has facilitated regular workshops, networking events, and panel discussions that provide a platform for women to share experiences, learn, and find support.
- Championing Flexible Work Policies: By advocating for flexible work arrangements and outcome-based performance metrics, she has helped make sales more inclusive and accessible.
- Amplifying Success Stories: She actively highlights the achievements of women in sales leadership roles to inspire others and challenge outdated perceptions.
Ultimately, she believes that fostering an ecosystem where women feel empowered to lead authentically drives both individual and organizational success. Inclusion, in her view, is not just about making space—it is about ensuring women have the tools, confidence, and opportunities to excel.
Building and Maintaining Long-Term, Trust-Based Relationships
According to Samah, “Building long-term, trust-based relationships hinges on authenticity, value creation, and consistent delivery. Trust begins with understanding the unique goals and challenges of customers. By listening deeply and tailoring solutions to their needs, one demonstrates empathy and commitment.”
A specialized, knowledgeable workforce is critical in delivering excellence. Clients value interactions with experts who bring industry insights and practical solutions to their specific challenges. Equipping teams to provide this level of expertise reinforces trust and credibility.
Consistency is equally vital. Delivering on promises, maintaining transparency, and being a reliable partner during challenges build trust over time. Upholding high ethical standards and focusing on clients’ long-term success solidifies these partnerships.
Final thought leadership and collaboration are key. Offering insights that guide decision-making and positioning oneself as an advisor, not just a provider, strengthens relationships. When customers see a focus on driving shared success, trust becomes the foundation of a sustainable partnership.
Balancing Leadership and Mentorship While Ensuring Well-Being
For Samah, balancing leadership and mentoring requires clear priorities and intentionality. She focuses on three pillars: purpose, boundaries, and impact. First, she aligns her efforts with purpose. “Leadership is not just about delivering results—it’s about empowering others and making a meaningful difference. Mentoring allows me to nurture talent and inspire future leaders, which is as fulfilling as achieving organizational goals.”
Second, she sets firm boundaries to protect her personal well-being. Prioritizing health, social connections, and moments of rest is essential for sustaining energy and focus. This balance not only enhances her effectiveness but also sets a positive example for her team.
Finally, she focuses on impact over activity. By prioritizing high-value tasks and delegating effectively, she ensures her time is spent where it matters most—whether driving strategy, mentoring, or recharging. Success, for her, lies in harmonizing personal growth with professional achievement, leading with clarity, purpose, and authenticity.
Staying Ahead in the Rapidly Growing Field of Risk Intelligence
In a rapidly evolving field like risk intelligence, staying ahead requires a proactive approach to learning, collaboration, and innovation. For Samah and her team, it starts with fostering a culture of curiosity and continuous improvement.
They prioritize staying informed through industry publications, thought leadership, and participation in global forums and conferences. This not only keeps them updated on emerging trends but also sparks new ideas and strategies.
Collaboration is equally critical. She encourages cross- functional partnerships within LSEG and with external experts to share insights and best practices. By leveraging diverse perspectives, they can anticipate challenges and identify opportunities before they become mainstream.
Finally, innovation is embedded in their DNA. They experiment with new technologies, pilot innovative
