Mohammed Elmalik

Senior telecom executive with 18+ years of experience across emerging markets, including leadership roles as Chief Marketing Officer and Commercial Director. Track record of driving revenue growth, market share expansion, and customer lifecycle value across B2C and B2B segments through data-driven commercial and marketing strategies.

Experience across both market leader and challenger operators in highly competitive environments. Strong experience in digital transformation, data monetization, and building scalable commercial ecosystems through partnerships, digital channels, and product innovation. Strong commercial leadership across sales, distribution, and channel ecosystems, including dealer networks, product availability, and cost of sales optimization.

End-to-end commercial ownership across marketing, sales, distribution, and customer experience.

Telecom Commercial Executive / Founder at IQ Consult & Solutions (2024-03 – Present)

Advising on selective commercial and strategic initiatives across telecom and digital ecosystem. In Aug 2025, formalized consulting services by establishing IQ Consult & Solutions as a boutique advisory firm.

• Developed go-to-market planning and a business case for a digital transformation startup
• Provided strategic advisory on commercial strategy execution to a telecom operator
• Sourced and shaped a business investment opportunity, AI and IoT powered solution
• Active participation in major telecom industry events (MWC- 26, GITEX - 26, LEAP - 25)

Commercial Director CCO at Expresso Telecom Group (Sudatel) Chinguitel (2021-12 – 2024-02)

Developed and executed commercial strategy, sustaining revenue performance and competitive positioning in a challenging market. Led full P&L (~$70M), optimizing cost with marketing spend below 2% of revenue and CoS below 20%. Reported directly to CEO and contributed to executive-level strategic decisions shaping overall commercial direction.

• Delivered executive-level performance reporting, including dashboards covering all commercial KPIs: revenue, sales, ARPU, subscriber growth, churn, and campaign ROI for CEO and Board
• Led a 70+ commercial organization across Marketing, Sales (B2C & B2B), Customer Care, and Wholesale, strengthening performance culture and accountability
• Drove cross-functional alignment across Commercial, Technology, and Finance, improving execution speed and go-to-market effectiveness
• Led market expansion initiatives (network rollout & upgrades) supported by business cases and geo-marketing insights, contributing to revenue growth and scalability
• Managed senior relationships across partners, vendors, and external stakeholders (content providers, financial partners, distribution, and regulatory environment)
• Expanded digital ecosystem through strategic partnerships (content, devices, distribution, fintech), enabling new revenue streams
• Strengthened sales channels and distribution models (direct & indirect), improving product availability, dealer performance, and commercial reach
• Managed end-to-end sales and distribution performance across B2C and B2B channels, including dealer networks, product availability, and sales funnel execution to improve commercial reach
• Accelerated digital adoption, tripling digital recharge contribution while improving cost efficiency
• Introduced direct carrier billing (first in Mauritania), supporting digital content monetization via airtime
• Led Customer Biometric Identification initiative, improving retention and protecting revenue

Chief Marketing Officer (CMO) / Senior Marketing Manager at Expresso Telecom Group (Sudatel) Chinguitel (2014-04 – 2021-11)

Promoted to CMO in 2019; developed and executed marketing strategies across digital services, transformation initiatives, products, and devices, driving revenue and market share growth. Owned full customer lifecycle (acquisition, usage, retention, upsell) across B2C and B2B segments.

• Led KPI-driven performance management across ARPU, churn, gross adds, net adds, and campaign ROI, with regular tracking against targets and forecasts
• Implemented Customer Value Management (CVM) programs, delivering ~5% airtime revenue uplift through segmentation, automation and data-driven campaigns
• Drove data monetization strategy through smartphone partnerships and targeted initiatives, increasing data revenue contribution to ~50%
• Drove continuous acquisition and retention programs to grow subscriber base and stabilize churn
• Built and restructured the marketing function, recruited and led a high-performing team, and introduced segmentation, brand positioning, pricing, and go-to-market discipline with stronger alignment to Sales
• Expanded digital and VAS portfolio and led brand and communication transformation toward segmented, youth-focused campaigns, improving engagement and accelerating service adoption
• Established Mobile Financial Services and supported broader digital transformation initiatives
• Managed vendors, partners, and cross-functional teams to deliver commercial and digital programs

Marketing Manager - Voice Products at Zain (2012-11 – 2014-03)

Developed and executed voice marketing strategies (Prepaid & Postpaid) across Consumer, Mass, Student, and Enterprise segments, driving customer acquisition and retention. Built and led a team of 11, driving retention, loyalty, and customer value.

Head of Product Management - Team Leader, Voice Products at Zain (2012-02 – 2012-10)

• Managed / monitored voice (Prepaid & Postpaid) products
• Coordinated marketing with various stakeholders, also included existing product revamping and killing products decisions
• Led price revamp project - Comfort Fit Campaign; improved revenue / maintained first place in market

Head of Pricing & Retention - Team Leader at Zain (2009-01 – 2012-02)

Led Prepaid & Postpaid Pricing & Retention teams, building structure, processes, and high-performing teams to optimize revenue and customer value.

• Developed and executed pricing strategies, marketing plans, retention programs that reduced Churn rates and promotional campaigns, consistently meeting revenue and customer base targets
• Stepped in on short-term acting assignments (Acting Pricing & Retention Manager)

Market Analyst - Retention & Loyalty at Zain (2007-05 – 2009-01)

• Established the company's first churn analysis framework, identifying key reasons for customer attrition and designing targeted retention actions
• Supported new subscriber acquisition initiatives
• Stepped in as Acting Retention & Loyalty Manager on short-term assignments (3 months)

Lecturer at University of Khartoum (2006 – 2010)

Taught Econometrics & social statistics.

Statistical Research Consultant at University of the Western Cape (2005 – 2006)

MSc in Statistics – University of the Western Cape (2006 – 2006)

BSc (Hons) in Econometrics & Social Statistics – University of Khartoum (2003 – 2003)