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