Qualtrics International Inc. is going big in Europe.

The company
XM,
+3.62%
,
a leader and creator of the Experience Management (XM) category, late Sunday said it plans to hire 1,000 new employees across Europe, the Middle East, and Africa (EMEA) by 2024. A cornerstone of the expansion effort is to double the size of its new headquarters in Dublin, Ireland, and name key regional leaders.

“Organizations around the world are in the middle of an experience transformation — and there is a massive market and category opportunity ahead of us,” Qualtrics Chief Executive Zig Serafin told MarketWatch. “The investments we’re making today will help us grow across EMEA, and ensure we continue to help our customers build their next great customer, employee, product and brand experiences.”

The Provo, Utah-based company, whose co-founders include Utah Jazz owner Ryan Smith, also announced a team of tech veterans to oversee operations in Europe: Stephanie Barton, managing director for EMEA (formerly of VMware Inc.
VMW,
-0.73%

); Guner Aksoy, who leads Germany, Austria and Switzerland (ex-Pure Storage Inc.
PSTG,
+1.46%

); and Vanessa Cugniere, new head for France (ex-Salesforce.com Inc.
CRM,
+1.11%

).

The expanded EMEA headquarters is scheduled to reopen by early 2022.

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