Mo Mursi

Experience

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  Vodafone

  Jan 2006 - Jan 2010

  Postpaid & Prepaid Marketing, Egypt

  • Surpassed sales plan quotas (including subs and inflow revenue) by an average of 11% for three consecutive fiscal years for prepaid services; grew Prepaid Gross Additions market share across five provinces from less than 30% to 50%+. • Grew handset market share 4% in Egypt in 2008, driven by the leading initiative of prepaid handset bundles. • Provided leadership in improving Postpaid Customer Delight Index (CDI) scores versus the competition.

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  Orascom Telecom

  Jun 2010 - Jul 2011

  Head of Marketing, Koryolink, North Korea

  • Defined and implemented strategies to grow company base 4.5x and expand revenue 2.2x year-over-year.• Provided direction for a geo-marketing led network rollout across North Korea.

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  Vodafone

  Jan 2011 - Jan 2018

  • Assigned to direct more than 350 in-house employees and contractors as the director of the retail and consumer sales function while serving as a member of the Consumer Leadership Team for an operation generating $400M (US) revenue. • Reengineered the company’s channel strategy across retail, direct, and indirect channels to expand the customer base and create competitive distinction; incorporated digital engagements to reach and engage new consumers. Transitioned the retail and mass market commercial models to drive $2.2M (US) annual savings and improve ARPU productivity 9%.• Drove electronic top up and bill payment launch across a mass market that included targeted digital journeys to add value on an outlet and customer level; captured 3% higher recharge value and 4% bill payment contribution. Exibir menos • Strategized and led brand turnaround plan to improve Vodafone’s position in Qatar, achieving gains in brand perception, consumer choice, and customer loyalty, leading Vodafone to #1 on NPS & brand-user consideration, and shrunk the gap for non-brand user consideration to 2pp down from 11pp• Opened a new digital marketing stream and implemented targeted social media and visual marketing campaigns to drive brand recall and digital engagement ahead of the competition.• Proved instrumental in transforming the look and feel of Vodafone brand and packaging, implementing five large-scale campaigns within a year; enhanced brand recall and impression of uniqueness among consumers as a result. Exibir menos • Introduced insight-driven marketing and revenue growth strategies customized for various market segments, working to improve consumer choice while growing revenue and market share; built and led a successful segments marketing team.• Rolled out multiple innovative products & services in the consumer market, with thorough GTM plans that enabled Vodafone to compete effectively with the incumbent market leader Ooredoo and boost its postpaid market share by 6pp YoY reaching >22% in 2016, and overall consumer market share by 1.1pp:o ‘Flex’ postpaid plans; an unorthodox charging mechanism targeted at Expats & Aspiring segment– transformed the market into integrated bundles vs. single leg products, increased active days, ARPU & NPSo ‘Bill Manager’ – automated bill assistant for postpaid customers, no toxic out of bundle revenueo ‘London Edition’ postpaid for Ultra HVCo Segmented platforms for every lifestyle segment, with telco and non-telco differentiatorso #1 NPS across the segments & #1 Brand consideration Exibir menos

  • Sales Director, Qatar

    Jan 2017 - Jan 2018

  • Head of Brand & Communications, Qatar

    Jan 2016 - Jan 2017

  • Head of Consumer Marketing, Qatar

    Jan 2011 - Jan 2016
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  Iflix

  Jan 2018 - Jun 2019

  General Manager, Egypt

  • Defined market vision and led early-stage operations in Egypt that provided a wide collection of relevant content to consumers, including television series, movies, plays, and documentaries; built, trained, and led the in-country teams.• Formulated strategies to optimize distribution, corporate partnerships, and hyper-local content acquisition and curation to gain client accounts, increase the number of active service users, and expand revenue generation – all leading to active monthly users growth by 2x in 8 months Exibir menos

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  Millicom (Tigo)

  Jan 2019 - Jan 2022

  Chief Consumer Officer, Tanzania

  • Led a transformation to the product portfolio, with segmentation and increasing consumer’s tendency to commit to longer validity bundles. Moreover, evolved the CVM Operating Model with a revamped customer profiling, effective triggers, and crispier communication.• Grew market share to 30% minimizing the gap vs. market leader (Vodacom) by 1pp.• Grew customer base in 2020 by 2% YoY and by 4.1% YoY in 2021, Data ARPU growth YoY, growth in Smartphone penetration.• Grew Data ARPU in 2021 by 8.4% YoY due to 28% growth in 4G users YoY yielding a healthy 13% growth in Data revenue YoY. Annualized churn rate dropped by 2.3pp in 2021 YoY as a result of thorough tenure-based CVM programs.• Optimized channel dynamics and commission structures, to grow our channel productivity by 15% YoY with 13% less OPEX in 2020 vs 2019. Communication spend optimized in 2020 & 2021 with higher efficiency vs 2019: high brand tracker attributes (consideration up 2.5pp YoY) with 22% less spend YoY. Maintained EBITDA at 37% as budgeted. Exibir menos

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  Bongoyo Restobar

  Jan 2020 - now

  Founder
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  Lucky ONE

  Jan 2021 - Jan 2021

  Executive Commercial Consultant

  • Lucky is a three-way financial products marketplace for the underbanked powered by the largest previously inaccessible payment acceptance network (http://thelucky.app). • Helped the CEO develop the segmented propositions for the Lucky app for consumers and merchants, articulate the merchant expansion roadmap in 2022, consumer roadmap for the Buy Now Pay Later product, brand, and communication strategy as well as the company’s new organization structure.

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  Vodacom Moçambique

  Jul 2022 - now

  Commercial Director - CCO

  • Vodacom is the leading mobile operator in Mozambique with a turnover of $350m+ and a customer base of 11m+ and market share of 52% in a 3-player market.• Challenged to realize an organizational transformation and set-up the Commercial Business Unit, eliminating silos between Sales & Marketing departments, consolidating the Brand & Communication team across Consumer, Business & M-Pesa verticals and evolving the Sales team accountability to end to end cluster management with daily monitoring & action plans. • Grew active customer base by 14% YoY, Data ARPU by >10%, CVM penetration by more than 15% and smartphone penetration by 3pp boosted by targeted device propositions and Device Financing program. Exibir menos