Dhaka, Bangladesh, May 2025 – Shoaib Baig has joined Robi Axiata PLC. as Chief People Officer, bringing with him an exceptional legacy of HR leadership and business transformation across telecommunications, retail, energy, and pharmaceuticals. In this pivotal role, Shoaib will lead the People & Organisation division at Robi and its subsidiaries (Axentec, Reddot, and R-Ventures), overseeing HR, Facilities, ER, OHS, Internal Communications, and Healthcare. He reports directly to the CEO and is a key member of the company’s top leadership team.
Before joining Robi, Shoaib served as Group Chief People Officer at e& (PTCL & Ufone), where he spearheaded transformational initiatives that significantly enhanced business performance. Under his leadership, the organization achieved the top position in Flash Fiber and emerged as Pakistan’s fastest-growing mobile operator. His strategic reforms included the launch of unified salary structures, hybrid working models, and a cutting-edge PeopleCare Experience hub.
Prior to that, Shoaib was Chief People Officer at Khaadi Corporation, a leading fashion retail brand in Pakistan. At Khaadi, he introduced the Growth Agility Leadership model, redesigned the supply chain model, and implemented digital HR platforms to accelerate organizational growth and employee experience.
Shoaib also held leadership roles as CHRO and Executive Director at Oil & Gas Development Company Ltd., CHRO at EDOTCO Group, and Group Chief People Officer at K-Electric, where he led major cultural transformations, embedded HR digitalization, and revamped performance management frameworks. His work at K-Electric also included establishing a state-of-the-art People Connect Services Centre.
Earlier in his career, he made a global impact during his tenure with Telenor, where he served as Chief HR Officer and Acting CEO, and with Novartis, where he led HR for Asia Pacific & South Africa and the UK & Ireland Oncology businesses. Shoaib started his career with British American Tobacco and Unilever, where he held pivotal roles in organizational development, total rewards, and global talent management.
About Robi Axiata PLC.
Robi Axiata PLC. is the second-largest mobile network operator in Bangladesh and a subsidiary of Axiata Group Berhad, with Bharti Airtel International (Singapore) as the other shareholder. Known for pioneering mobile innovations in the country, Robi was the first to launch 4.5G in all 64 districts and has since built the largest 4.5G network in Bangladesh.
Robi has a subscriber base of over 58 million and operates a broad portfolio of digital services that extend financial inclusion and connectivity across rural and urban regions. The company continues to lead technological advancements and holds the widest 4G international roaming coverage in the country.
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