Mobily appoints new Chief Consumer Marketing and Sales Officer

Saudi Arabia’s telecommunications operator Etihad Etisalat (Mobily), an affiliate of UAE-based e&, has appointed Hisham Hendi as its Chief Consumer Marketing and Sales Officer. 

Hendi spearheading Mobily’s commercial strategy. He brings to the role in-depth expertise in commercial transformation, building team capacities, understanding the market dynamics from customer and competitor perspectives, and delivering strong differentiations, while working closely with partners to enhance consumer experiences.

Hisham Hendi, the Chief Consumer Marketing and Sales Officer at Etihad Etisalat (Mobily), said: “I am truly excited to join Mobily, a company renowned for its innovative spirit and commitment to excellence. I am eager to work collaboratively with the talented team here to craft success stories that not only reflect our high standards but also pave the way for transformative experiences for our customers. Together, we will strive to exceed expectations and achieve new milestones in the industry.”

Saudi Arabia’s telecommunications market, valued at approximately $18 billion, ranks among the largest and most dynamic in the Middle East. CharacteriSed by rapid technological advancements and high consumer demand. 

As the second-largest operator, Mobily plays a pivotal role in this ecosystem, substantially contributing to societal and industry-wide progress, while continuously driving innovation and enhancing connectivity across the region.

Previously, Hendi has led Vodafone and Vodacom in several leadership roles for more than 20 years, including as the Consumer Business Unit Director at Vodafone España, the CEO of Vodafone Tanzania, the Head of Consumer Marketing at Vodafone Egypt, and the Chief Commercial Officer for International Markets – Vodafone in South Africa. He is also the Non-Executive Board Director at Banque du Caire, the third largest national bank in Egypt.

As the CEO of Vodafone Tanzania, Hendi grew the customer base, ensured enhanced market and revenue share by leading a high-performance team, innovative Mobile Money services, and brand differentiation.

During his tenure in Spain, Hendi drove business transformation by automating customer value management and through robust digital-first initiatives across all digital channels and differentiated fixed mobile convergence propositions.