ishtiaq ahmed

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Member since 02/16/2020 @ishtiaq-ahmed

A senior commercial professional who takes on several roles including department head ,business strategist, product owner, product designer, market analyst, customer liaison, Go to Market, performance management, project manager ,people management, trainer & coach.

A senior commercial professional who takes on several roles including department head ,business strategist, product owner, product designer, market analyst, customer liaison, Go to Market, performance management, project manager ,people management, trainer & coach.

 26 years of experience in commercial , sales, marketing , coaching, and training.
 Extensive work experience across Middle East, Africa & Asia.
 Have worked with brands – SIEMENS, Etisalat, Atlantique Telecom & Globacom.
 A product owner and designer fully capable to turn it into growth engine.
 Enhanced capabilities to increase revenue, customer acquisition, customer retention,.
 Expertise to implement better customer experience & best brand Perception.
 Leadership & ownership of P&L,KPIs,ROI & people management in diverse cultures across continents

• Commercial strategies across Marketing, Sales and Customer Care.
• Digital transformation, IoT , 5G , M2M & e-SIM.
• Digital services & marketing.
• Mobile money , e-commerce , Mobile payment & online services
• New product Innovation
• Product & Service Lifecycle Management
• Customer Value Management & Development.
• Sales & Distribution.
• Brand Building & Development.
• Customer Experience
• Research & Analytics
• Large scale Project Ownership
• Full ownership of Budgets, P&L and KPIs.
• Consultant , Coach & Trainer.









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No completed project.

Crafted Projects

Digitization Project of 190 + Retail, Dealers and Franchise outlets.


Implementation of Digital Health, Digital Education



FreeLance Consultant & Trainer

  •  DSO - UAE
  •  Dec 2005 - Till Now

At Present working as Consultant. Trainer & Project Head - UAE

Director Digital Transformation & Marketing

  •  Globacom
  •  Sep 2018 - Nov 2019

Headed the Digital Services and Marketing Department. Implemented, delivered and managed (ROI) for the following: DIGITAL TRANSFORAMTION ACHIEVEMNTS: • Ownership of the overall Digital Transformation Planning, Strategy, Budget, ROI and KPIs. • Launch of Artificial Intelligence based Chatbot – 360 Degree Self-Care Application & Website on text & Audio platform. Incremental Revenue, 35% additional satisfied customer Index. • OTT – Over the top Services in partnership with vendors. with brands like Google, YouTube, Netflix, Eskimi and all other major content providers. • IOT – Implementation of IOT featured services for Enterprises and SME section, • Retail Digitalization: Complete digitalization of all the brick & mortar stores. One of the major Projects implemented in 10 Major retail outlets across Nigeria. Resulted in incremental revenue, less time spent by customers and better customer satisfaction index. • Implementation of Digital Health, Digital Education & Smart applications for SMBs & enterprises customers. DIGITAL MARKETING ACHIEVEMNTS: • Ownership with full P&L for online marketing into a coherent digital marketing strategy • Developed and executed integrated online strategy with wider company marketing plans • Headed and Managed digital marketing team • Enhanced ecommerce by increasing web visibility and traffic • Complete web site enhancement plan using PPC, SEO, email campaigns, blogs, forums, and other social media experience to generate leads & incremental revenue. • New 360-degree mobile application launch as a unified self-care for all the business units and external users. • Launch of #GLOIN60SECONDS social media engagement campaign first of its kind in Nigeria with 256% success rate.

Head Mobile Financial Services

  •  Etisalat Services Holdings
  •  Feb 2017 - Aug 2018

Headed Product/services and Services delivery departments. • Implemented full fledged Mobile Money & Digital Wallet Omni channel strategy for Etisalat Group Opcos. • Mobile Money (Wallet) Service deployment, launch & GTM for two operators in Africa. • Deployment of Etisalat branded Virtual Mall in GCC -New concept of Online Digital payment. • Deployed Virtual Mall with one operator in Kuwait.

Head Marketing & Retail

  •  Etisalat
  •  Jan 2012 - Jan 2022

Etisalat Nigeria. 2014 – 2015: (on Secondment) Headed Retail & Marketing Projects & new services. • Initiation of Retail project activities in line with increasing footfall, revenue blended with best Customer experience. • Supervised and managed overall sales, marketing, Omnichannel, E-Commerce, customer experience, footfall, revenue, mobile handsets/device sales & marketing for overall retail at total 210 brick and mortars. Etisalat Nigeria. 2012 – 2013: (on Secondment) Headed the overall MNP Project in line with annual 2012 and 2013 roadmap and business plan. • Formulated strategic objectives, create and execute project plans to achieve high acquisition and avoid churn due to MNP. • 50% of total ported customers (MNP Product) amongst 4 GSM operators joined Etisalat, mostly high value customers with the ARPU of 19 US$, which was very high compare to general ARPU of 4 to 5 US$.

Senior Advisor - Commercial

  •  Etisalat
  •  Jan 2008 - Jan 2022

Etisalat Atlantique Telecom – West Africa - (on Secondment) Togo (one of the smallest African country) operation was closed for 6 months prior to Etisalat takeover of the operation. I was assigned to re-launch the closed network from commercial operation sides (All Mktg. & Sales activities). • Launched successfully within assigned time with 0.6 million subscribers’ acquisition in 3 months. Etisalat Nigeria.: (on Secondment) One of the initial staff of Etisalat UAE deputed/Seconded in Nigeria to launch GSM services in Nigeria with project plan, strategy and other commercial important activities. • Managed overall marketing strategy & operations for: a) All the new product & services design, launch & GTM b) New SIM and Scratch card vendors appointment c) Customer Care set up d) Training department management. • Started with the ARPU of 1.5 US$ reached to 4 US$ in 2 years & subscribers bases to 6 million.

Manger Marketing

  •  Etisalat
  •  Feb 1998 - Jan 2022

Joined Etisalat UAE marketing in 1998, worked in commercial department on different positions till 2007. • Mobile Subscriber base from 90,000 to 9 Million in 6 years. • Overall GSM Post-paid & Prepaid Product & Service management from initiation of the idea to launch and monitoring of profit & loss 1998 – 2008.


Bachelor of Commerce & Marketing

  •  University of Karachi
  •  Jan 1985 - Jan 2022

 Bachelor of Marketing & Commerce from, University of Karachi, Pakistan -1987


  •  Petroman
  •  Jan 1988 - Jan 2022

 Diploma in Marketing from Petroman Institute of Karachi, Pakistan - 1988.

PMP Credit Hours Certification

  •  SimpliLearn
  •  Jan 2010 - Apr 2010

 PMP Credit Hours Certification – UAE – 2010

The Fundamentals of Digital Marketing

  •  Google
  •  Feb 2020 - Feb 2020

 Google Certified Digital Market Professional