• Strategic Leadership: Developing and executing a comprehensive commercial strategy that integrates mobile, fintech, B2B (including ISP), Carrier & Wholesale, and digital channels to drive revenue growth.
• High-Stakes Strategic Planning to ensure timely Market Entry & optimum Market penetration strategy in identifying untapped segments/new markets ( rural vs. urban) and creating specific GTM strategies to capture them.
• Strategic Alignment with e& group in Implementation of Best-in-Class commercial frameworks from other partner markets, ensure commercial activities aligned to global brand equity, and capitalize on global presence of e& in negotiating best-in-class global roaming agreements.
• Agile Pivoting: Proven experience in adapting commercial operations swiftly in response to security shifts or sudden regulatory changes.
• Capex/Opex Management: Ability to justify multi-million dollar investments in network expansion (Capex) by showing clear revenue returns (Opex efficiency).
• Sales & Distribution Management: Overseeing omni-channel sales transformations, managing top enterprise client portfolios, and ensuring expansion of touchpoints (Flagships, Distribution, and Corporate sales) and ensuring a multi-tier distribution architecture with distributors, retailers, e topup vendors.
• Ensure Digital Sales Transformation by reducing Physical Costs by shifting the market from physical scratch cards to Digital Top-ups via USSD codes or apps.
• Expertise in Pricing Modeling to decide between Elasticity of demand( Necessity/ Luxury), Cross price elasticity and Income elasticity to ensure revenue optimization & right products for the customers.
• Marketing & Brand Development: Managing the corporate image and brand reputation through targeted marketing communications, contextual communications, and promotional programs.
• Ensure excellence in retail branding with flagship Excellence, wherein flagships act as brand beacons, showcasing the full range of services, from 4G solutions to mobile financial services, while maintaining visual consistency and Strategic placement of products within the store to influence the consumer's buying process.
• Financial Oversight: Managing the commercial budget, forecasting revenues, and optimizing pricing and commission schemes to maintain organizational profitability. Expertise in 5-year financial planning across all commercial functions spanning Mass Market/ B2B/ MFS/ CWS/ISP verticals.
• Customer Experience (CEX): Driving a customer-obsessed culture by implementing retention programs, reducing churn, and ensuring a digital-first, seamless customer journey across all touchpoints.
• Product Innovation: Leading the launch of new products, such as Data center, Location Based Services, mobile money (fintech) solutions and digital platforms, to stay competitive in a volatile market.
• Deep Fintech & Digital Ecosystem Knowledge with expertise in Mobile Money Ecosystem Management including Agent Liquidity Management, Utility & G2P Payments, Merchant ecosystems and agent networks.
• Expertise in Digital Transformation from traditional telco model to a Solution Provider(techco) model, focusing on Connectivity & Beyond and Digital First with clear focus on developing a Super App strategy while ensuring integrating third-party services—like e-commerce, food delivery, or transportation—directly into the Etisalat App.
• Expertise in developing and promoting Localized Content , like Investing in Video On Demand platforms for local Dari and Pashto content that can only be accessed (or is zero-rated) for Etisalat users.
• Regulatory & Stakeholder Diplomacy to ensure ATRA Compliance: Deep familiarity with the Afghanistan Telecom Regulatory Authority (ATRA) including managing SIM registration mandates, spectrum licensing, and floor-pricing compliance.
• Interconnect Agreements: Experience in negotiating roaming and interconnect deals with competitors to ensure seamless cross-network calls.
• Advanced Data Analytics- Responsible for scenario modelling (What if simulations), variance analysis & Long range planning of Commercial functions.
• Customer Value Management- Ensure AI/ ML Optimization to ensure best contextual offers to the customers, while creating automated retention hooks , value based tiering and ensuring wallet share expansion.
• Crisis & Change Management-Experience in restructuring large teams to make them leaner and more digital-first.
• Resilience: Experience in maintaining commercial continuity during network outages, fiber cuts, or regional instability
• Expert in Business Forecasts and market trends including scenario modelling (What if simulations), variance analysis & Long range planning of Commercial functions.
• Ensure Optimum Net Promoter Score (NPS) Relative to Competitors, which measures brand advocacy and customer satisfaction trends to track Etisalat's real-time market sentiment and competitive standing.
• Expertise in ensuring Revenue per Cell Site, to track the commercial productivity of network infrastructure against local population density to identify underserved high-potential zones and optimize tower ROI.
• Expertise in ensuring critical CX parameters including First Time Resolution, Fast Digital adoption including AI Chatbot/ voice bot, Omni Channel Consistency, NPS by segment and CSAT scores.
• Develop alliances with Strategic partners with regulatory clearance (Ex :AWS, Microsoft , Google, OEMs, and System Integrators) to deliver integrated marketplace.
• Responsible for handling 200+ member core team across Retail/ Product/ Geo marketing/ Market research/ B2B / ISP /MFS/CWS/ CC/CX/Brand verticals.
