UAE - Mubasher: Virgin Mobile UAE has appointed Rob Beswick as a new managing director, due to his nine-year experience with the company in digital transformation and commercial planning.

Before holding his new position, Beswick was the company's commercial director of the UAE business, using his experience in commercial planning, digital transformation, and customer-centric innovation to help the digital mobile brand to grow in the UAE, according to a press release on Sunday.

In addition, Beswick has contributed to the brand's success in the Middle East, firstly in Saudi Arabia and with the launch of Virgin Mobile’s fully digital offering in the UAE.

The new managing director succeeded Karim Benkirane who becomes the executive vice president of business transformation for a new project at du.

The CEO at Virgin Mobile Middle East & Africa, Erik Dudman Nielsen, said: "As the economy recovers from the effects of the global health crisis, we are at the forefront in seamlessly bring our mobile services to our growing customers and one of the crucial ways to execute that is to put forward exceptional leaders in the business.”