Sami

Sami Ayoub (°1962) currently acts as a consultant and advises companies in the retail & communication sectors.
He acted as the Deputy Chief Executive Officer of TUNISIE TELECOM from 2008 to 2010, Tunisia's incumbent operator providing its customers (private & professionals) with a comprehensive range of offers and solutions in fixed & mobile networks. With more than 8.500 employees, TUNISIE TELECOM served 4.5 million customers in Mobile, 1.1 million in fixed & 0.4 million in ADSL through 84 directly owned shops and indirect dealers (total POS exceed 10.000).
He implemented a segmented approach and delivered a challenger approach within the incumbent operations. He launched a youth brand "ELISSA" with a specific tariff plan, a fresh brand (with specific brand guidelines) and a new dedicated distribution channel (kiosques, itinerant & supermarkets).
Prior to joining TUNISIE TELECOM, Sami was the Chief Operating Officer of BASE (KPN group) from 2005 to 2007. He was responsible for all commercial activities including Direct & Indirect Sales, Marketing & Communication, Products & Services, Segments, Project Management, Retention and Customer Operations. KPN is an incumbent in the Netherlands (fixed & mobile) and a challenger in Germany & Belgium. BASE uses multiple brands, differentiated communication and distribution channels to address customer segments allowing them to choose the offers that are most relevant to them.
Earlier, Sami established GUGA in 2001. GUGA offers a unique infrastructure of 1000m2 integrating restaurant & conference rooms. As the same time he worked as an executive consultant for a chain of more than 100 stores in Belgium & Luxemburg.
In 1990, he was the co-founder of EXELL, and grew the company -in 10 years- to Belgium's leading retailer of IT products, with 34 stores and more than 200 employees. He held the position of CFO and CEO for 4 and 7 years respectively. Ernst & Young twice nominated EXELL "Company of the Year", whereas Sami appeared twice in the "European 500 Entrepreneurs".
From 1985 to 1989, he acquired a strong financial background while working for BNP PARIBAS & SOCGEN in Doha & Brussels.
From 1984 to 1985, he worked in Riyadh as a market analyst.
Sami has a degree in Economical Sciences from the Universite Catholique de Louvain (1984) Belgium.With a Lebanese father & Belgian Mother, Sami fluently communicates in French, English and Arabic.