VP Commercial Operations
Jawwy - Saudi Telecom Company
Total years of experience :21 years, 4 Months
A Senior Executive Management role in establishing a New Digital Brand of STC - Jawwy in KSA
Jawwy from STC is a re-imagination of the entire mobile service experience.
It is a digital mobile experience for the digital generation in KSA.
Combining fresh experience design and cutting-edge technology from Silicon Valley, Jawwy from STC is poised to usher in a new era in the mobile telecom space.
I have been part of the launch team for Jawwy in KSA and Launched the world's first fully & truly digital telecom services in Saudi Arabia.
♣ Formulating and implementing the end to end digital strategy for Jawwy.
♣ Instrumental in establishing Jawwy's Commercial Operational Model, eCommerce, digital marketing, Devices and Propositions strategy
♣ Responsible for Value Proposition, Digital Products, Devices & P&L.
♣ Formulated and executed the strategy for Saudi Youth which is 65% of the local population, Crafting the digital ecosystem & product development supporting the overall organizational strategy
♣ Managing Digital Products, Platform, eCommerce, Devices, Partnerships & Operations.
♣ Change agent for the organizations' digital migration, illustrates concepts and prototypes, summarizes marketplace and competitive trends and strategies
♣ Create road maps for digital products, partnerships and processes, designing products to create distinction and competitive advantage
♣ Responsible for collaborating with cross-functional partners to manage all aspects of the product, App Design, Web development & building the ecosystems.
♣ Secure and establish partnerships to be integrated with Jawwy platform to enable 3rd party services.
♣ Development and execution of strategic and tactical business plans with the cross-functional team supporting the Digital & eCommerce strategy
♣ Manage the user experience of the digital and eCommerce platform including navigation, content development, checkout funnel and promotional campaigns.
♣ Managing Devices Strategy, Portfolio, Propositions and Partnerships at Mobily.
♣ Responsible for 4.5bn SAR of Revenue Stream for Mobily.
♣ Operate Mobily’s Devices business, enhancing services revenue and increase market share.
♣ Served as the Head of Devices, Propositions & Partnerships and manage the strategic relationship with Device Manufacturers (i.e. Apple, Nokia/MS, Samsung, HTC, RIM, LG, Lenovo, Huawei etc.)
♣ Development and management of projects with the objective to push Mobily services- voice or data, thru bundling the service with different devices.
♣ Driving device penetration across different customer segments to increase ARPU, acquire new customers, and retain existing customers.
♣ Develop and implement value propositions to target different segments with different devices categories, which include bundling, subsidy, discounts, and exclusive first to market devices deals.
♣ Conceptualize, plan and strategize devices campaigns/projects congruent with the Company’s direction and optimizes ROI around events.
♣ Develop, recommend and implement tactical and strategic plans consistent with Device manufacturer’s and Corporate objectives and goals, having joint-promotions with partners to push Mobily services.
♣ Manage Special services like Device upgrading, Buy Back Trade-in, Device Leasing etc.
♣ Monitor and evaluate market trends and provide competitive insight and develop ideas/concept papers product development related to devices that generate positive revenue and differentiate Mobily services offering.
♣ Support the CLM team to develop Mobily service offering along with the special projects related to devices.
♣ Champion the sourcing activity by vendors and partners to identify the best providers in technology and latest devices globally from all ODM’s / OEM’s.
♣ Ensure Post Feasibility Study is developed, assessing the product performance and proving profitability/margin against the initially approved projections.
♣ Responsible for establishing and driving Handset Strategy across the business units covering STC's Retail, Distribution and Enterprise.
♣ Established STC's Devices Business from Scratch to 2bn SAR, along with establishing as major device player in KSA Market.
♣ Products & Services development (Handsets, Voice & Data Bundles) STC's direct and indirect sales channels.
♣ Develop Product Roadmap and Manage Product Life Cycle, with an emphasis on creating profitable revenue and market share opportunities.
♣ Managing Strategic Relationship with Apple, RIM (Blackberry), Samsung, Nokia, HTC, and Huawei to secure Organizational Level Commercial framework.
♣ P&L responsibility for the product/service, Including Budgetary Planning and Control.
♣ Develop and launch product-marketing initiatives to meet customer retention, revenue and usage targets.
♣ Develop product positioning and messaging that differentiates products in the market.
♣ Establishing pricing strategies, Selling prices / Costs, competition, supply, and demand.
♣ Drive customer-focused innovation coordinating resources in Marketing, Consumer Insights, and Retail to understand current and future customer needs.
♣ Engages business managers on a weekly basis to discuss pre-sale activities, new launches, Selling proposition, Communication plan, customer experience.
♣ Monthly reporting of the performance of products, Sales Channels, to the management.
♣ Facilitates Product Training.
♣ Performing sales, trend, and profitability analysis, researching, reviewing & reporting on competitors & rival products, competitor's share, and competitor's strengths and weaknesses.
Accomplishments:
♣ Established STC as a major handset player in the Saudi Market.
♣ Established devices department as a completely new revenue stream of 2bn SAR.
♣ Pioneered the Subsidy / Devices Contract Plans for Handsets/ Internet devices/ Laptops including LTE/4G devices in KSA in 2011.
♣ Acknowledged for revenue generation of $550 Million annually within a span of 2 years.
♣ Enabled 350+ direct retail points of STC to have the capability to position and sell devices and propositions.
♣ Instrumental in development & implementation of Product Certification Program for 1500 sales personnel.
Cellucom - Was a Major Distributor & Retailer of Telecom Products, Devices, Accessories and Telecom Solutions.
• Responsible for managing Sales and Marketing for Mobile Handsets & Accessories in KSA
• Spearheaded sales operations across the kingdom spanning channel management, business development and distribution network through a team of 20 members.
• Managed Sales of Blackberry, Sony Ericsson, Nokia, Motorola, Samsung, LG, HTC, & I-Mate Mobile Phones.
• Responsible for managing Key National Retailers (Jarir, Geant Hyper Market, Extra, Carrefour, Plug-Ins, Obeikan, Virgin, BEST, LINGO, E-Max, Electro, Panda, and Al Haddad ), Independent Retailers and Trade Market.
• Involved in forecasting, planning, product mixing, formulation & implementation of pricing strategy including management of inventory and stock ageing for Cellucom Owned Shops & Partners outlets.
• Responsible for meeting budgetary and sales targets.
• Responsible for managing Branding and in- store activities within partner’s outlets, running road shows, Sales promotional activities.
• Developed & maintained productive business relationship with major vendors like Blackberry, Nokia, Sony Ericsson, Samsung, HTC, I-mate, LG and others, covering the entire value chain from Marketing / Product Roadmap planning, procurement and delivery through to ongoing maintenance/support, aimed at accomplishment of business targets of $100 Million.
• Conducted assessment of performance, based on financial statements package.
• Forecasting, making business plan and achieving the Handset Volume Targets set by the Vendors.
• Ensured targeted sales volume for each Power Retailer, and sub Distributors.
• Provided wholesome Telecom Solutions at the Retail level, while liaising with Telecom Operators.
Accomplishments:
• Set up the Cellucom full fledge operations in the western region of KSA including setting up distribution & retail network across the kingdom.
• Achieved the highest revenue of 300mn annually for the company.
• Acknowledged for attaining monthly sales growth of 50% in the very first year of operation including monthly average sales target of 110% in the region.
• Managed the sales and customer relationship with AIRTEL (Largest Private Telecom Service Provider in India).
• Handling sales & marketing of Zip Fone Machines and Airtel Long Distance Telephony business (for the PCO/Payphone business)
• To look after the Franchisee Enhancement for Zip Telecom and their development as a Business Partners for the Organization.
• Ensure targeted Sales Volume to be achieved each month (Zip Fone and Airtel both)
• Develop a network plan in operation.
• Dealer & Distributor Network Management.
• Ensure targeted sales volume for each Dealer, DSA and Distributor.
• Handling Marketing activities as Brand awareness, Brand promotion, Advertising, Sales Promotion etc.
Master of Business Administration (MBA) Specializations in Sales-Marketing and IT, from Central University of India - Jamia Hamdard. Summer Internship: Carried out a Syndicated Market Research on Men's Western Wear at ORG-MARG AC-NIELSEN New Delhi. Dissertation / Thesis: Ambush Marketing Co-curricular Activities during MBA: Conducted marketing survey pertaining to various Consumer Brands. Successfully Conducted Marketing Seminar on Marketing Strategies during a recession Carried Out a project on GSM ARCHITECTURE. An extensive study of recent developments in E-COMMERCE
Major in Economics.
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