Ruba Borno

SVP/GM, Global CX Centers

Ruba Borno is the senior vice president and general manager of Global CX Centers. Global CX Centers delivers the full portfolio of Cisco support and professional services, including technical support, professional services, managed services, customer success, and global spare parts and repair logistics. Ruba previously led Cisco Managed Services, the team responsible for accelerating digital transformation for Cisco customers. Under her leadership, CMS began turning customized offers into repeatable, automated solutions sold through partners. This drove down costs, sped up time to value realization, and created new revenue streams.

Ruba previously spent three years as Vice President, Growth Initiatives and Chief of Staff to the CEO, working across the executive leadership team to develop Cisco’s growth and transformation strategy. In this capacity, she reshaped the company’s strategic business planning process in support of Cisco’s own digital transformation and that of its customers and partners. Ruba also steered the agenda for the World Economic Forum’s IT Governors to focus on reskilling and job creation by the world’s leading IT companies.

Before joining Cisco in 2015, Ruba was a principal at The Boston Consulting Group and a leader in two practice groups: Technology, Media, & Telecommunications and People & Organization. In this capacity, she co-authored articles including "Break Up or Shake Up: Get Ready for the Technology Industry Revolution" and "Technology Companies: Putting People First".

Ruba is a non-executive director on the board of Experian as well as an executive sponsor of Cisco's Connected Conservation efforts. In 2019, Ruba was selected as a member of The Forum of Young Global Leaders, whose mission is to create a dynamic global community of exceptional people with the vision, courage and influence to drive positive change in the world.

Ruba was an Intel Ph.D. fellow at the National Science Foundation's Engineering Research Center for Wireless Integrated MicroSystems. She holds a Ph.D. and a Master of Science in Electrical Engineering from the University of Michigan and a Bachelor of Science in Computer Engineering from the University of North Carolina at Charlotte.


April 19, 2021


An Electrical Engineer’s Communications Hack: Know, Feel, Do

3 min read

Good communication isn’t about the message sent; it’s about the one received. In this blog, Ruba Borno explains how empathy plays a role in getting the intended message to every audience.

March 17, 2021


Turn IT Up with Cisco Customer Experience

1 min read

Cisco Live Global 2021 kicks off in two weeks, in all regions. Cisco Customer Experience (CX) is showing up in 2 live broadcast keynotes, 48+ hours of technical broadcast content, 150 + anytime sessions, and in even more opportunities to engage on-demand.

November 19, 2020


Pivot on a dime, transform over time: how Cisco defined talent agility

4 min read

Half of what college freshmen learn today will be superfluous when they graduate. We all have to transform. Here’s what Cisco has learned.

September 29, 2020


Getting Back to the Human

4 min read

“My biggest New Year’s resolution is getting back to the human.” What began as a personal resolution became a business imperative for my entire team during the pandemic.

Cisco Connects to the Conservation Cause

3 min read

Working at Cisco, you’re surrounded by a workforce of dedicated global problem solvers. We make it our mission to empower our people to address the world’s greatest challenges through technology.

July 24, 2018


Cisco and Google Tackle Customers’ Biggest Challenges

4 min read

Cisco was proud to accept the Google Cloud Global Technology Partner of the Year Award at Google Cloud’s Next Partner Summit, an event that showcases partners spanning Google Cloud’s portfolio.

Future Engineers in Action

3 min read

Cisco and the San Jose Tech Museum of Innovation promote the Tech Challenge, demonstrating how a diverse groups of engineers and leaders create technology and solutions to benefit everybody.

May 2, 2018


Fueling Cisco’s Innovation Engine with Machine Learning

4 min read

At the Cisco Partner Connection Week conference, we talked about the future of technology: machine learning and artificial intelligence (ML/AI), and the opportunity it gives our partners to innovate.

April 6, 2018


Security, Machine Learning, Casinos and Cars

1 min read

Listen to Ruba Borno in a podcast hosted by Michelle Dennedy, to hear how security is at the foundation of any digitization effort - across any industry. Tune in on Tuesday April 10th.