Aymen Ismail

Executive Board Member and Customer Services Director smart Europe GmbH

Aymen Ismail is Executive Board Member and Director of Customer Services at smart Europe GmbH, where he leads the pan-European Customer Services organization across customer engagement, aftersales, and service operations.

He brings over 23 years of global leadership experience across customer services, sales, and digital transformation, including more than a decade in the automotive industry. In his current role, Aymen is focused on reshaping how modern mobility brands manage the full ownership lifecycle, combining human-centric service design, scalable digital platforms, and strong operational governance. Under his leadership, smart has been recognized with Customer Service of the Year 2024, 2025 & 2026 awards across multiple European markets, including Spain and the DACH region. Prior to smart, Aymen held global senior strategic role at Mercedes-Benz, driving large-scale service excellence and transformation initiatives, following earlier senior roles in media, telecommunications, and financial services.

Aymen is a three-time Customer Engagement & Contact Center Industry Champion, CX Influencer of the Years 2022, 2024 & 2024, and one of Automotive IQ’s Top 20 Voices in Automotive 2025. He is also the author of Echoes of Disruption: Reimagining Customer Engagement for the Future.

His leadership philosophy remains consistent: Disrupt or Die.