Hendi has previously led Vodafone and Vodacom in several leadership roles for more than 20 years across the UK, Spain, Egypt, South Africa, and Tanzania.
Saudi Arabias telecommunications operator Etihad Etisalat (Mobily), an affiliate of UAE-based e&, has appointed Hisham Hendi as its Chief Consumer Marketing and Sales Officer.
Through this strategic hire, Mobily will see Hendi spearheading its commercial strategy. Hendi 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 differentiation, while working closely with partners to enhance consumer experiences.
Hisham Hendi, 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 $18bn, ranks among the largest and most dynamic in the Middle East. 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, CEO of Vodafone Tanzania, Head of Consumer Marketing at Vodafone Egypt, and 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.
Hendis appointment comes at the perfect time as Mobily continues to expand its influence and innovate within the telecom sector. His extensive experience and proven track record in driving commercial success make him ideally suited to lead Mobilys strategic initiatives.
