Chief Digital Marketing Officer

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 Show more Show less