APAC Insider- Australian CEO Excellence Awards 2025 | 6 In a world of excessive information, noise, and competition, it is imperative that entrepreneurs remain ahead of the crowd by establishing a foundation for success from the outset. Businesses and individuals alike can lead through clarity, discipline, and focus – three qualities essential for navigating the market with ease. Here to aid clients in discovering this inner-discipline – as well as improving focus and self-esteem – is Will Abdo, Founder and CEO of Webtrade Marketing. Following his recent recognition in the Australian CEO Excellence Awards 2025, we spoke with Will to find out more. W e b t r a d e Marketing is a consulting company focused on promoting bilateral trade relations between Australia and the MENA region through cross cultural conversations, linguistics, and business intelligence – providing an immersive communications solution for informed and effective decision making. The company offers specialty marketing and business intelligence services to support clients with their marketing and business development, alongside aiding the facilitation of business, trade, and investment opportunities. Standing as the Founder and CEO of Webtrade Marketing is Will Abdo, a marketing and communications consultant with a specialty in business and trade. Will is renowned throughout the industry for his deep understanding of the cultural values and behaviours that impact relationships and business drivers, upholding a belief in delivering ethical, sophisticated, and trusted business engagements that foster sustainable business and trading environments. At his core, Will is guided by the values of honesty, ethics, acknowledgement, and a mutual respect for cultural differences. Utilising these values in his every endeavour, Will is on a mission to promote them within more sophisticated business and trade settings – making sure that operations are well-researched and performed with due diligence, that people are respected and relationships are built, and that every interaction leads to meaningful, ethical outcomes. Before entering the workforce, Will earned a bachelor of business and a graduate diploma in computer science with a focus on business intelligence. He brings with him more than 25 years of experience in international trade, public relations, business development, commercial intelligence reporting, and taxation. Now, Will leverages this expertise to promote and market investment opportunities in Australia and the Middle East, pertaining to industries such as real estate and construction, mining, education, health and fitness, tourism, hospitality, entertainment, and new and emerging technologies. “When embarking on a journey in international business relations, you quickly learn and realise how big, competitive, and challenging the environment is,” he told us. “There are so many factors impacting trade environments, both locally and internationally. To understand these dynamics, you build and strengthen so many skills in the process. Achieving my role as CEO came from recognising and harnessing these skills in my operational and communication engagements with clients and stakeholders.” Will founded Webtrade Marketing in 2000, guiding the consultancy with a leadership style rooted in authenticity. Over the last 25 years, challenges have certainly arisen – with the most challenging being steering the business through the fast-evolving world of technology and its complexities – especially within the trade and business sector – whilst managing it all on his own as the sole Director. For Will, finding new clients and undertaking new projects was equally testing, especially where staff required managing in different corporate cultural settings. But that did not slow Webtrade Marketing down. “Opportunities of growth, financial wellbeing, and raising the bar of creditability and competence were clearly present,” Will shared. “As the CEO and Founder of my own company for 25 years, I have developed a special relationship with my business – as if it were a true partner – allowing me the freedom to evolve and grow within my role.” Evolution and growth are two integral pillars of the world of international trade – a fastpaced landscape that demands continual adaptability. Looking ahead, Will plans to elevate Webtrade Marketing to the next level of consulting, focusing on ethical human relations and sustainable trading and business environments. Alongside this, he will be exploring opportunities in business and leadership coaching, helping to finetune personal brands for effective and impactful performance on the world stage. “The year 2024 was particularly challenging due to geopolitical tensions and a tough business environment here in Melbourne, and it taught me to be resilient and empathetic without being too caught up in the emotions of the situation,” Will reflected. “Looking ahead, 2025 is shaping up positively, with a focus on exploring new business opportunities in trade, refining strategies, and expanding into consulting – particularly in executive coaching, personal branding and modelling. Over the next five years, I envision myself collaborating with major corporate organisations and taking greater leadership roles across boards and notfor-profit organisations.” Contact: Will Abdo Company: Webtrade Marketing Pty Ltd Web Address: www.webtrademarketing.com & www.willabdo.com Specialty Marketing CEO of the Year 2025 (Melbourne): Will Abdo AIM-Jun25073
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