Background

The Commercial Director will be responsible for defining and executing the overall commercial strategy for the Uganda Business, own the end-to-end sustainable revenue generation, market growth, and profitability for both our consumer (B2C) and enterprise (B2B) fiber segments. You will bridge the gap between technical infrastructure rollouts and market penetration, ensuring that our network deployment translates rapidly into active, paying subscribers. This role requires a dynamic mix of entrepreneurial hands-on sales leadership, data-driven marketing, robust CRM utilization, and agile product positioning to scale our footprint in Uganda’s competitive broadband landscape.

Key Responsibilities

1. Sales Leadership & Channel Management

• Commercial Strategy: Develop and execute the country’s commercial strategy aligned with Group Objectives
• B2C Acquisition: Oversee all consumer sales channels, including direct field sales (door-to-door), retail partners, digital acquisition, and local community activations to drive home fiber adoption.
• B2B Account Management: Direct the direct sales force to identify, bid for, and acquire high-value enterprise clients-ranging from local SMEs to corporate offices and government entities.
• Channel Optimization: Continuously monitor and improve sales team productivity, setting clear commission structures and performance metrics to maximize the return on sales spend.

2. Marketing Strategy & Brand Visibility

• Go-To-Market (GTM) Execution: Design and execute Hyper-Local marketing campaigns in Uganda as fiber is actively deployed.
• B2B Thought Leadership: Lead B2B marketing initiatives, including corporate events, tailored industry whitepapers, and targeted Linkedin campaigns to position the company as the premier connectivity partner for Ugandan enterprises.
• Digital & Performance Marketing: Oversee the digital marketing budget across social media, search engine optimization (SEO), and localized Google Ads to drive inbound, high-intent B2C and B2B leads.
• Brand & Above-the-Line (ATL): Manage localized outdoor advertising (billboards, flyers, activations) ensuring the brand voice remains crisp, modern, and accessible, converting technical fiber jargon into relatable customer benefits.

3. CRM, Data Analytics & Process Automation

• CRM Ownership: Serve as the business owner for the Commercial CRM system (e.g., HubSpot, Salesforce, or equivalent OSS/BSS platforms), ensuring it acts as the single source of truth for all leads, accounts, and customer pipelines.
• Funnel Optimization: Build, monitor, and clean the B2B sales pipeline and B2C lead-to-cash funnels, minimizing drop-offs from the moment an inquiry is received to the final connection date.
• Lifecycle Automation: Architect automated trigger-based communication workflows (e.g., automated welcome emails for new signups, renewal reminders for B2B contracts, and customized win-back emails for churned accounts).
• Data-Led Decision Making: Leverage CRM data analytics to identify high-value customer patterns, run segment-specific ARPU growth campaigns, and present monthly performance insights to the executive team.

4. Budget, P&L, & Performance Management

• Financial Accountability: Take full ownership of the commercial division’s P&L, ensuring the company hits its local revenue, ARPU (Average Revenue Per User), and EBITDA targets.
• Pricing Strategy: Develop and optimize agile pricing models and drive growth for B2C home bundles and B2B Connectivity, SD-WAN, Cloud, Cybersecurity, Managed Services and ICT enterprise solutions to maintain healthy margins while remaining highly competitive.
• Data-Led Forecasting: Establish robust commercial forecasting, pipeline tracking, and performance reporting mechanisms using CRM metrics to give leadership clear visibility into growth trends.

5. Customer Lifecycle & Retention

• Commercial Onboarding Alignment: Partner with the CX and Technical Operations teams to streamline the “Last Mile” onboarding process, ensuring rapid time-to-connect for newly signed B2C and B2B clients.
• Churn Mitigation: Monitor customer health indicators (e.g., payment patterns, contract expiration dates) within the CRM and collaborate with CX to design proactive retention and win-back strategies.
• SLA Compliance: Act as the voice of the commercial customer to ensure technical teams maintain high uptime standards and deliver on agreed enterprise Service Level Agreements (SLAs).

Qualifications & Experience

• Experience: 15+ years of commercial leadership experience, with a proven track record of managing both B2B and B2C sales, marketing, and CRM environments. Direct experience in telecom, ISPs, or tech utilities within East Africa (specifically Uganda) is highly preferred.
• CRM Expertise: Hands-on experience implementing, configuring, or heavily managing commercial teams within CRM platforms (e.g., HubSpot, Zoho, Salesforce, Zendesk Sell) and utilizing automated marketing tools.
• Proven Growth Track Record: Demonstrated success in running ROI-positive digital marketing campaigns and scaling a subscriber base in an early-stage or mid-sized business environment.
• Commercial & Technical Acumen: Ability to confidently grasp technical fibre concepts (e.g., GPON, dedicated bandwidth, IP transit, SLAs) and translate them into commercially viable customer solutions.
• Education: Bachelor’s degree in Business, Marketing, Telecommunications, or an engineering-related field (MBA or relevant post-graduate qualification is a strong plus).

Key Attributes

• Entrepreneurial & Agile: Thrives in a smaller, agile business environment where structures are built as we grow, and leadership means rolling up your sleeves.
• Data-Driven Decision Maker: Uses hard numbers, pipeline metrics, and market data to steer sales strategies rather than relying on intuition alone.
• Cross-Functional Collaborator: Capable of building strong, collaborative relationships with technical field engineers, finance teams, and customer experience managers to drive business success.

• Develop and execute the country’s commercial strategy aligned with Group Objectives
• Oversee all consumer sales channels, including direct field sales (door-to-door), retail partners, digital acquisition, and local community activations to drive home fiber adoption.
• Direct the direct sales force to identify, bid for, and acquire high-value enterprise clients-ranging from local SMEs to corporate offices and government entities.
• Continuously monitor and improve sales team productivity, setting clear commission structures and performance metrics to maximize the return on sales spend.
• Design and execute Hyper-Local marketing campaigns in Uganda as fiber is actively deployed.
• Lead B2B marketing initiatives, including corporate events, tailored industry whitepapers, and targeted Linkedin campaigns to position the company as the premier connectivity partner for Ugandan enterprises.
• Oversee the digital marketing budget across social media, search engine optimization (SEO), and localized Google Ads to drive inbound, high-intent B2C and B2B leads.
• Manage localized outdoor advertising (billboards, flyers, activations) ensuring the brand voice remains crisp, modern, and accessible, converting technical fiber jargon into relatable customer benefits.
• Serve as the business owner for the Commercial CRM system (e.g., HubSpot, Salesforce, or equivalent OSS/BSS platforms), ensuring it acts as the single source of truth for all leads, accounts, and customer pipelines.
• Build, monitor, and clean the B2B sales pipeline and B2C lead-to-cash funnels, minimizing drop-offs from the moment an inquiry is received to the final connection date.
• Architect automated trigger-based communication workflows (e.g., automated welcome emails for new signups, renewal reminders for B2B contracts, and customized win-back emails for churned accounts).
• Leverage CRM data analytics to identify high-value customer patterns, run segment-specific ARPU growth campaigns, and present monthly performance insights to the executive team.
• Take full ownership of the commercial division’s P&L, ensuring the company hits its local revenue, ARPU (Average Revenue Per User), and EBITDA targets.
• Develop and optimize agile pricing models and drive growth for B2C home bundles and B2B Connectivity, SD-WAN, Cloud, Cybersecurity, Managed Services and ICT enterprise solutions to maintain healthy margins while remaining highly competitive.
• Establish robust commercial forecasting, pipeline tracking, and performance reporting mechanisms using CRM metrics to give leadership clear visibility into growth trends.
• Partner with the CX and Technical Operations teams to streamline the “Last Mile” onboarding process, ensuring rapid time-to-connect for newly signed B2C and B2B clients.
• Monitor customer health indicators (e.g., payment patterns, contract expiration dates) within the CRM and collaborate with CX to design proactive retention and win-back strategies.
• Act as the voice of the commercial customer to ensure technical teams maintain high uptime standards and deliver on agreed enterprise Service Level Agreements (SLAs).

• Sales Leadership
• Channel Management
• Marketing Strategy
• Brand Visibility
• Go-To-Market Execution
• B2B Thought Leadership
• Digital Marketing
• Performance Marketing
• CRM Management
• Data Analytics
• Process Automation
• Budget Management
• P&L Management
• Performance Management
• Pricing Strategy
• Forecasting
• Customer Lifecycle Management
• Retention Strategies
• SLA Compliance
• Commercial Acumen
• Technical Acumen
• Entrepreneurial Mindset
• Agility
• Data-Driven Decision Making
• Cross-Functional Collaboration

• 15+ years of commercial leadership experience, with a proven track record of managing both B2B and B2C sales, marketing, and CRM environments.
• Direct experience in telecom, ISPs, or tech utilities within East Africa (specifically Uganda) is highly preferred.
• Hands-on experience implementing, configuring, or heavily managing commercial teams within CRM platforms (e.g., HubSpot, Zoho, Salesforce, Zendesk Sell) and utilizing automated marketing tools.
• Demonstrated success in running ROI-positive digital marketing campaigns and scaling a subscriber base in an early-stage or mid-sized business environment.
• Ability to confidently grasp technical fibre concepts (e.g., GPON, dedicated bandwidth, IP transit, SLAs) and translate them into commercially viable customer solutions.
• Bachelor’s degree in Business, Marketing, Telecommunications, or an engineering-related field (MBA or relevant post-graduate qualification is a strong plus).