Commercial Director - North West Indies Region

About Digicel

Digicel is a leading digital connectivity and communications provider, delivering modern wireless and fiber networks across 25 markets in the Caribbean, Central and South America. Serving nine million customers through mobile, home, and business solutions, we play a critical role in enabling economic participation and digital inclusion in the region.

Our commitment to strong governance, inclusive access, and long-term value creation is embedded in how we operate every day. Backed by our DIGI values—Diversity, Integrity, Growth, and Innovation—our 5,000 employees are focused on driving impact for the customers, communities, and countries we serve.

Visit www.digicelgroup.com for more.

DIGICEL ANTIGUA & BARBUDA

Digicel is seeking a suitable candidate with experience who thrives in fast paced, dynamic and innovative environment to fill the role of Commercial Director- (Northwest Indies Region). Digicel is recognized for being the best in the telecommunications industry and this is your opportunity to be a key player in a top-class company.

Primary Objective:

The Commercial Director is responsible for leading the commercial strategy and execution across both B2B and B2C segments to deliver sustainable revenue growth and market share within the NWIR. This role will drive the performance of Mobile, Fixed and ICT revenue lines by developing and implementing integrated go-to-market plans, optimizing pricing and product strategies and strengthening sales effectiveness across all markets. The Commercial Director will work closely with regional HoB and HoC as well as collaborate with regional local market teams to align offers, customer propositions and execution plan with regional priorities, ensuring achievement of commercial targets and excellence in customer experience.  This role will ensure the overachievement of business targets and drive regional growth by leading and coordinating local and regional sales, marketing, and product teams.

Main duties and responsibilities:

1. Strategic Planning & Execution:

• Develop and execute the region’s B2B and B2C strategy, focusing on customer acquisition, retention, and brand loyalty, while ensuring local commercial execution aligns with regional objectives.
•  Analyze regional market trends, customer behaviour, and competitor activities to define clear objectives and actionable plans, while ensuring these are communicated and executed effectively at the local level.
•  Align regional B2B and B2C strategies with the company’s overall objectives, ensuring the seamless coordination of commercial execution across regional and local business functions.

2. Revenue Growth:

• Lead the coordination of pricing, promotions, and bundling strategies within the region to optimize revenue and margin growth, ensuring commercial execution is aligned with both regional goals and local market dynamics.
• Drive regional campaigns in collaboration with local teams, focusing on increasing sales, maximizing upselling and convergence opportunities, and enhancing profitability across all markets.
• Ensure that all commercial initiatives are executed effectively and that local market plans support regional revenue growth.

3. Governance of Sales and Channel Activities:

• Lead the development and implementation of processes to monitor sales and channel performance, driving consistency and efficiency in execution.
•   Manage all sales and channel activities across the region to exceed business objectives while ensuring compliance with company policies and regional regulations.
• Collaborate with local market teams to optimize sales strategies, distribution channels, and performance tracking to enhance overall commercial effectiveness and market penetration.

4. Product & Service Portfolio Management:

• Oversee the management and optimization of the regional portfolio of products and services for the B2B and B2C segments, ensuring that local commercial execution aligns with regional product offerings and consumer needs.
• Work closely with local product development and marketing teams to launch new services, ensuring that regional commercial execution supports market specific demands, competitive pricing, and positioning.

5. Team Leadership & Development:

• Lead, mentor, and develop high-performing B2B and B2C teams across various functions (sales, marketing, customer service, and digital), ensuring strong leadership of commercial execution in all markets within the region.
• Foster a culture of collaboration, innovation, and customer-centricity, working closely with local market teams to ensure alignment and support in executing regional commercial strategies.

6. Group Commercial Framework:

• Align and ensure compliance with the Group Commercial Framework, making sure that regional and local activities follow global guidelines and standards.
• Drive regional campaigns in collaboration with local teams, focusing on increasing sales, maximizing upselling and convergence opportunities, and enhancing profitability across all markets.
• Ensure that all commercial initiatives are executed effectively and that local market plans support regional revenue growth.

7. Financial Management:

• Lead the development and management of the regional B2B and B2C budgets, ensuring cost-effective spending aligned with business objectives, while supporting local teams in managing market-specific budgets and resource allocation.
• Monitor key financial metrics across the region (such as ARPU, customer lifetime value, and churn rates) and ensure local market execution is optimized to meet financial performance goals.

8. Marketing & Branding:

• Work closely with the Regional Head of Marketing and local market heads to develop targeted marketing campaigns for B2B and B2C customers, ensuring that all regional and local commercial activities are aligned and effectively executed.
• Ensure brand consistency across the region, while leading local marketing teams to drive customer acquisition, awareness, and loyalty, ensuring all campaigns meet both regional goals and local market needs.

9. Customer Experience & Engagement:

• Partner with the Regional Customer Experience Lead and local teams to enhance the customer journey across the region, ensuring commercial execution is seamless across all touchpoints (e.g., mobile, Fixed+, retail, customer service). o Innovate and implement region-specific strategies, working with local teams to drive customer satisfaction, reduce churn rates, and implement long-term customer loyalty initiatives, ensuring all efforts are aligned with the broader commercial objectives.

10. Reporting & Analytics:

• Prepare and deliver regular reports tracking performance against regional KPIs, coordinating with local teams to implement insights and improvements based on market-specific data.
• Regularly report to senior leadership on B2B and B2C performance, challenges, and growth initiatives within the region, ensuring commercial execution is aligned with overall business objectives.  

Any other duties as assigned by any person duly authorized and identified by the Company.

This job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice.

Qualifications and Experience:

• Bachelor’s degree in business administration, Marketing, Telecommunications, or related fields. MBA or advanced degree is a plus.
• At least 10 years of experience in B2B and B2C roles within the telecommunications or related sectors, with a minimum of 5 years in a leadership position. Experience with CVM systems for customer journey design and management
• Experience of leading teams remotely across different countries. Proven track record of developing and executing customer acquisition, retention strategies and achievement of budget.

Experience in leading cross-functional teams and managing large, complex customer-facing operations

Key competencies:

• Excellent problem-solving skills
• Strong analytical skills
• Strong written and verbal communication skills

Internal/External

• External: Customers, Vendors, Business Partners
• Internal: Marketing, Customer Care, Finance, Technical, HR, Finance & Executive Teams

Working Condition: (abnormal hours, overtime, may have to go in the field)

• May require travel to other Digicel Markets (for example Anguilla, Montserrat, St. Kitts & Nevis)
• May require extra hours to accommodate business needs

May be required to work on some weekends and public holidays based on business needs.

Key Performance Indicators:

• Agree and achieve relevant training paths which will align with the business’s strategic objectives.
• Other SMART Objectives agreed in DPR’s.
• Full compliance with sending prescribed reports as assigned by the Cluster CEO.

Number of Persons managed - 4

DISCLAIMER:

This job description indicates the general nature and level of work expected of the incumbent.  It is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities required of the incumbent.  Incumbent may, and probably will be asked to perform other duties as required.  Each employee, regardless of classification, is required to maintain a safe, orderly and clean workplace, using safety precautions and observing safety rules at all times.