Role Overview
We are seeking a commercially driven and data-led Chief Digital Marketing Officer (CDMO) with deep experience in the telecommunications sector to lead digital growth, customer acquisition, and transformation across the Group.
The CDMO will play a critical role in scaling digital sales channels, enhancing customer experience, and driving subscriber growth, ARPU, and retention across mobile, broadband, and converged offerings.
Key Responsibilities
Digital Growth & Commercial Strategy
- Define and execute a digital-first growth strategy across mobile, broadband, fibre, and bundled products
- Drive online subscriber acquisition and digital revenue contribution across all markets
- Partner with Commercial, Product, and Technology teams to align pricing, packaging, and go-to-market strategies
Performance Marketing & Acquisition
- Own all digital acquisition channels (paid media, SEO/SEM, affiliates, programmatic, social)
- Optimize customer acquisition cost (CAC) while maximizing lifetime value (LTV)
- Lead data-driven campaign execution with continuous testing, attribution modelling, and ROI optimisation
Digital Sales & Channels
- Scale and optimise direct-to-consumer digital channels (web, app, e-commerce platforms)
- Increase digital penetration of sales and self-service across all product lines
- Drive online conversion improvements through funnel optimisation and UX enhancements
Customer Lifecycle & Retention
- Lead CRM, lifecycle marketing, and personalization strategies to reduce churn and increase engagement
- Implement targeted campaigns for upsell, cross-sell, and bundle adoption
- Utilize behavioural data and segmentation to improve retention and ARPU
Telecom KPI Ownership
- Monitor and optimise key telecom metrics including:
- Subscriber growth & net adds
- ARPU and revenue mix
- Churn and retention rates
- Digital sales penetration
- Conversion rates across digital funnels
MarTech, Data & Analytics
- Own and evolve the marketing technology stack (CRM, CDP, automation, analytics platforms)
- Build advanced analytics capabilities (customer insights, predictive modelling, segmentation)
- Leverage AI and automation to drive campaign performance and customer experience
Brand, Content & Digital Presence
- Lead digital brand strategy and execution across all channels
- Oversee content, social media, and digital communications aligned to commercial goals
- Ensure consistent brand positioning across markets and customer touchpoints
Transformation & Innovation
- Drive digital transformation initiatives across marketing and customer engagement
- Champion agile ways of working and experimentation culture
- Identify new digital revenue streams (VAS, fintech, content partnerships, etc.)
Leadership & Stakeholder Management
- Build and lead a high-performing, multi-market digital marketing team
- Manage external agencies, media partners, and technology vendors
- Collaborate with Technology, Data, and Customer Experience teams to deliver end-to-end digital excellence
Key Requirements
Experience & Background
- Proven experience in a senior digital marketing leadership role within a telecommunications operator or digital telecom ecosystem
- Strong track record in driving digital subscriber growth and online revenue
- Experience managing large-scale performance marketing budgets with clear ROI accountability
Telecom Expertise
- Deep understanding of telecom products: mobile, broadband, fibre, enterprise solutions, and bundled offerings
- Strong grasp of telecom commercial levers including pricing, promotions, and distribution channels
- Experience working with high-volume customer bases and subscription models
Technical & Digital Skills
- Expertise in performance marketing, SEO/SEM, paid media, and programmatic
- Strong knowledge of CRM, marketing automation, and customer data platforms (CDPs)
- Experience in conversion rate optimisation (CRO) and digital funnel management
- Familiarity with telecom digital ecosystems (apps, self-care portals, e-commerce journeys)
Leadership & Attributes
- Highly commercial, data-driven, and results-oriented
- Strategic thinker with strong execution capability
- Ability to operate in complex, multi-market environments
- Strong stakeholder management and executive presence
