e& has announced that Masood M. Sharif Mahmood will assume the role of Group CEO from 1 April, while continuing as CEO of e& UAE. The appointment signals continuity and ambition, as the company looks to strengthen its leadership and drive innovation across global markets under Mahmood’s stewardship.
e& has confirmed that Masood M. Sharif Mahmood will take on the role of Group Chief Executive Officer from 1 April, in addition to his current position as CEO of e& UAE. The announcement marks a significant moment in the company’s journey, reflecting both confidence in Mahmood’s leadership and a vision for the future that blends continuity with ambition.
Mahmood’s appointment comes at a time when e& is consolidating its position as a global technology and investment group, with operations spanning telecommunications, digital services, media, and technology-driven ventures. His dual role as Group CEO and CEO of e& UAE places him at the helm of both the company’s domestic operations and its wider international strategy, a responsibility that underscores the trust placed in his ability to steer the organisation through a rapidly evolving landscape.
For e&, the decision to elevate Mahmood to Group CEO is not merely about filling a leadership position; it is about reinforcing a trajectory of growth and transformation. The company has been steadily reshaping itself from a traditional telecom operator into a diversified technology conglomerate, and Mahmood’s leadership is expected to accelerate this evolution. His track record in guiding e& UAE through competitive markets and digital transformation initiatives has been widely recognised, making him a natural choice to extend his influence across the group.
The timing of the announcement is also notable. As industries worldwide grapple with the challenges and opportunities of digitalisation, artificial intelligence, and sustainable innovation, e& is positioning itself to be at the forefront of these shifts. Mahmood’s leadership is expected to bring a sharper focus on integrating technology with customer-centric strategies, ensuring that e& remains relevant and resilient in a dynamic global environment.
In his current role as CEO of e& UAE, Mahmood has overseen initiatives that strengthened the company’s domestic market leadership while expanding its digital services portfolio. His emphasis on innovation, customer experience, and operational excellence has helped e& UAE maintain its competitive edge in a sector characterised by rapid change and intense competition. Extending this approach to the group level is likely to foster greater alignment across e&’s diverse business units, from telecommunications and digital services to media and investment arms.
The announcement also carries symbolic weight. By entrusting Mahmood with the dual responsibility of leading both the UAE operations and the global group, e& is signalling its commitment to a leadership model that values continuity, stability, and vision. It reflects confidence in Mahmood’s ability to balance local priorities with international ambitions, ensuring that e& remains rooted in its home market while expanding its global footprint.
Industry observers will be watching closely to see how Mahmood navigates the challenges of his expanded role. Balancing the demands of leading a national operation with those of steering a global group is no small task. Yet Mahmood’s experience, coupled with his deep understanding of both the company and the wider industry, positions him well to manage this dual responsibility. His leadership style, characterised by strategic clarity and a focus on execution, is likely to be a key asset as e& pursues its next phase of growth.
For employees and stakeholders, the announcement offers reassurance and excitement. Reassurance, because Mahmood’s leadership has already proven effective in guiding e& UAE through complex challenges. Excitement, because his expanded role opens up possibilities for new initiatives, partnerships, and innovations that could redefine e&’s position in the global market. The company’s statement accompanying the announcement expressed optimism about the future, highlighting the anticipation of continued leadership and the opportunities that lie ahead.
From a broader perspective, Mahmood’s appointment reflects the growing importance of leadership continuity in an era of transformation. As companies across industries seek to adapt to technological disruption and shifting market dynamics, having a leader who combines experience with vision is increasingly seen as a strategic advantage. For e&, Mahmood embodies this blend, offering both familiarity with the company’s operations and a forward-looking approach to its global ambitions.
The coming months will be crucial in shaping the trajectory of e& under Mahmood’s leadership. His ability to integrate diverse business units, foster innovation, and drive sustainable growth will determine how effectively the company can realise its ambitions. With April marking the official start of his tenure as Group CEO, stakeholders will be keen to see how his vision translates into action, and how e& positions itself in the competitive global technology landscape.
Ultimately, Mahmood’s appointment is more than a leadership change; it is a statement of intent. It signals e&’s determination to build on its legacy while embracing the future, guided by a leader who has already demonstrated his capacity to deliver results. As the company embarks on this new chapter, the combination of continuity and ambition embodied in Mahmood’s dual role offers a compelling narrative of resilience, innovation, and growth.
In announcing Mahmood’s appointment, e& has set the stage for a future defined by leadership that is both steady and visionary. The company’s confidence in his ability to guide its journey reflects not only his past achievements but also the promise of what lies ahead. For e&, and for Mahmood, 1 April will mark the beginning of a new era—one that holds the potential to reshape the company’s role in the global technology and investment landscape.
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