Nawaf A. Al Sabhan

Responsibilities: - Spearheading the development and execution of consumer strategy to drive corporate success by strategically exploring and capitalizing on alternative sales channels and new revenue streams, leading to a significant expansion of digital footprint - Developing and executing customer-centric initiatives and implementing comprehensive strategy to elevate customer experience Noticeable Achievements: ~ Transformed sales performance, achieving over SAR 8.9 billion annually in Wireless GA, FTTH, and Devices Sales; masterminded the management of diverse sales channels – retail, franchise, direct, indirect, and digital that drove KPI success by surpassing 100% of yearly goals through meticulous oversight and dynamic leadership ~ Elevated gross revenue for devices by 15.5% in 2023 and maintained strong performance with 14.3% increase in the first half of 2024 driven by a strategic focus on market expansion and optimizing sales initiatives ~ Propelled 5G sales to new heights with a 29.7% growth in 2023 and a 15.7% increase in 2024, reflecting the effective implementation of innovative sales strategies and a strong market presence that facilitated 5G adoption ~ Achieved a 47% increase in FTTH sales in 2024, a significant leap from 2023, coupled with a strategic revenue increase of 19% in 2023 and an additional 9% in 2024 ~ Championed revenue-enhancing strategies for customer units, driving incremental revenue beyond SAR 210 million by executing high-stakes initiatives, including the launch of a revolutionary Raqi value proposition, a significant boost in device sales, and the implementation of advanced digital recharge solutions ~ Developed and implemented a new partnership business model with a particular focus on boosting digital recharge distribution that grew to 48.9% of total recharges ~ Received the “Better Customer Experience Award” thrice by elevating customer experience to a target score of 90%

Responsibilities: - Designing and executing budgetary frameworks and commission schemes that align with strategic sales objectives - Developing and utilizing advanced financial models to assess profitability, cost-efficiency, and revenue generation, implementing data-driven insights into the profitability of different sales channels and POS - Analyzing financial performance to identify areas for optimization and potential growth Noticeable Achievements: ~ Elevated device sales revenue from SAR 800 million to SAR 1.25 billion in 2023, achieving a remarkable 25% year-over-year growth for 2 consecutive years (2021 – 2023) through initiatives that maximized market penetration and introduced advanced microfinancing tools ~ Delivered a 17% year-on-year uplift in Gross Add Sales in 2022 compared to 2021, followed by an impressive 29% increase in 2023 through optimization of acquisition strategies, enhanced sales funnel efficiency, and strengthened market positioning ~ Achieved a 32% year-over-year growth in Digital Sales in 2022 compared to 2021, followed by continued strong performance with 15% growth in 2023 and 17% in the first half of 2024 through rollout of innovative digital sales initiatives ~ Spearheaded Mobily’s strategy to exceed annual GA and revenue targets, achieving a remarkable 30% market share for the year and dominating the Hajj season with a commanding 68% market share ~ Achieved an increase in digital sales revenue by developing and implementing a new business model that integrated digital channels for SSA, regular SIMs, e-SIMs, and digital recharge ~ Introduced Self-Service Kiosk (SSK) machines in retail locations that enhanced customer access and support around the clock

Responsibilities: - Spearheaded the development and execution of the comprehensive marketing roadmap plan, ensuring the calendar timeline was meticulously aligned with market dynamics, maximizing impact and relevance - Implemented an innovation-focused approach to craft targeted promotions and use advanced data analytics to deliver highly personalized offers that drove customer engagement and retention - Directed the governance of the marketing roadmap, overseeing project pipelines. Facilitated smooth project executions and timely delivery by collaborating with all stakeholders to assess project capacity and complexity - Designed and implemented a robust Go-to-Market strategy, establishing detailed processes and methodologies - Implemented a customer-first approach to resolve technical challenges, ensuring that user experience remained positive - Ensured all resolutions were in line with the business cases and strategic goals established prior to launch in order to maintain stakeholder confidence and preserve integrity of financial projections Noticeable Achievements: ~ Led a successful biometric authentication project for 18 million subscribers, integrating with TCC from the commercial side to ensure compliance with CITC mandates. Ensured all new customer additions and existing Mobily base were authenticated within the required timeframe, enhancing security and regulatory adherence

Reports to CMO , part of Marketing Department , responsible on products and services development and promotions for all segments includes ( voice, data, VAS, CVM, and digitized solutions) as well as priortize the products Roadmap, develop Business and solutions analysis , and leading to improve G2M and fasten market reactions approach through unique business agility, ensuring product quality and customer experience been followed precisely and perform post-launch experience assessments.

~ Contributed in driving Mobily’s growth through strategic M&A initiatives, managing the seamless integration of Bayanat Alola & Zajil into the business, ensuring minimal disruption, accelerated time-to-value, and enhanced competitive edge

~ Achieved over 45% of revenue from Franchise and Indirect Sales within the first five years (2005 – 2010) by driving the operational model for the franchise concept. Successfully expanded the network with the addition of over 360 shops, maximizing revenue and Gross Adds (GA) while significantly broadening market reach ~ Established a network of retail shops and resellers ahead of the product launch that acquired 1 million subscribers within the first 90 days of the launch

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