Head of FRiENDi Mobile

We don’t think about job roles in a traditional way. We are anti-silo. Anti-career stagnation. Anti-conventional. 

Beyond ONE is a digital services provider radically reshaping the personalised digital ecosystems of consumers in high growth markets around the world. We’re building a digital services aggregator platform, with a strong telco foundation, and a profitable growth strategy that empowers users to drive their own experience—subscribe once, source from many, and only pay for what you actually use. 

Since being founded in 2021, we’ve acquired Virgin Mobile MEA, Friendi Mobile MEA and Virgin Mobile LATAM (with 6.5 million subscribers) and 1600 dedicated  colleagues across Chile, Colombia, KSA, Kuwait, Mexico, Oman and UAE. 

To disrupt for good takes a rebellious spirit, a questioning mind and a warm heart. We really care about how to get things done and not who manages who. We benefit from our diversity, and together, we disrupt the way we and others thinkin about our lives for good.  

Do you want to exchange ideas, learn from each other and leave your mark on our journey? This is the place for you. 

About the role:

We are actively seeking an exceptional leader to take the helm of FRIENDi Mobile, a key role designed to steer FRIENDi Brand products and KPIs comprehensively, with the responsibility of enriching all marketing KPIs, brand positioning, communication activities, and P&L for FRIENDi Mobile. This position encompasses the delivery of brand strategy, marketing strategy, and thought leadership across FRIENDi operations in Oman and Kuwait, ensuring the brand's vigorous growth and market penetration. You will be the architect of our marketing strategy, brand development, advertising, digital strategy, and MFS initiatives, championing FRIENDi Mobile’s position in a competitive landscape.

What you will do:

• Marketing Strategy: Develop and implement annual and quarterly marketing and communication strategies to elevate the Friendi brand.
• Communication Activities: Lead all ATL & BTL communication activities, enhancing brand visibility and engagement.
• Brand Management: Define and maintain brand positioning, ensuring brand preference and managing advertising agency relationships effectively.
• Value Proposition: Craft innovative acquisition, retention, loyalty, and revenue-generating offers, promotions, products, and services.
• Channel Management: Oversee channel management and development, optimizing distribution and accessibility.
• Customer Experience: Ensure exceptional customer experience across all touchpoints, reinforcing brand loyalty.
• Loyalty & Retention Processes: Develop marketing cross-functional processes to boost loyalty and retention.
• Analysis & Reporting: Evaluate and report on the success of marketing initiatives, informing future strategies.
• Segmentation: Implement advanced segmentation strategies to target customers more effectively.
• CVM: Approve and oversee all Customer Value Management (CVM) campaigns.
• Value & Profitability Management: Optimize value and profitability across the product portfolio.
• People Management: Lead, manage, and develop the Friendi Brand marketing team, fostering a high-performance culture.

What you will need:

• Bachelor’s degree in commerce, Marketing, Economics, Business, or Engineering; MBA preferred.
• Extensive marketing experience, including 10 years in telecom marketing, showcasing achievements in the sector.
• Expertise in the prepaid segment, with direct oversight of acquisition, churn, and revenue KPIs.
• Strong analytical and critical thinking skills for strategic decision-making.
• Proven leadership capabilities to inspire and manage a high-performing team.
• In-depth marketing knowledge, covering digital transformation, brand strategy, consumer insights, and segmentation.
• Technical proficiency in Excel, PowerPoint, and Word for effective data management and analysis.
• Innovative and creative thinking to drive brand differentiation.
• Commitment to continuous learning, and staying ahead of industry trends.
• Adaptable and flexible approach to navigating the fast-evolving telecom landscape.
• People-focused leadership with a foundation in integrity.
• Decisiveness and empowerment in guiding teams and making strategic choices.

What we offer:

• Rapid learning opportunities - we enable learning through flexible career paths, exposure to challenging & meaningful work that will help build and strengthen your expertise.
• Hybrid work environment - flexibility to work from home 2 days a week.
• Healthcare and other local benefits offered in market.