Ziad Shatara

Moved within/to: Robi Axiata

June 2025

Robi Axiata PLC, Bangladesh's second-largest mobile network operator, has announced the appointment of Ziad Shatara as its new Managing Director and Chief Executive Officer, effective from 1st September 2025.

This high-profile appointment marks a pivotal moment not only for Robi but also for the broader Axiata Group, as it brings in a seasoned telecom executive with a distinguished global career spanning more than 30 years.

Mr Shatara's move from Smart Axiata in Cambodia to Robi reflects a strategic decision aimed at leveraging his vast experience in driving innovation, organisational transformation, and sustainable growth in competitive telecom markets.

Accomplishments at Smart Axiata

Ziad Shatara's career is defined by successful tenures in a variety of challenging roles and markets.

Prior to his upcoming role at Robi, he served as the Chief Executive Officer of Smart Axiata in Cambodia, where he led the company through a period of digital transformation, operational efficiency and market expansion.

Under his leadership, Smart strengthened its position as a leading telecom operator in Cambodia, known for innovation in digital services and customer engagement.

Shatara’s strategic initiatives at Smart included the development of digital financial services, the enhancement of mobile internet infrastructure, and a strong push towards inclusive connectivity across urban and rural areas.

Previous Experience

Before his time in Cambodia, Shatara held CEO roles at Banglalink in Bangladesh and Umniah in Jordan, where he consistently demonstrated a flair for combining strategic vision with operational excellence.

At Banglalink, he was instrumental in revitalising the company’s growth trajectory by focusing on network modernisation, customer-centric offerings, and cost optimisation.

During his tenure at Umniah, he oversaw major improvements in service delivery and market competitiveness, helping the company secure a stronger foothold in Jordan’s dynamic telecom sector.

Earlier in his career, he served as the Chief Technology Officer of Wind Telecom in Italy, where he gained critical experience in network architecture, infrastructure deployment and technology-driven innovation.

Reason behind the Appointment

Ziad Shatara's ability to integrate technology with business strategy has become a hallmark of his leadership style, making him particularly well-suited for markets undergoing digital transformation.

Robi’s decision to appoint Mr Shatara signals the company's intent to usher in a new era of growth, resilience and market leadership. As part of the Axiata Group, Robi has been a key player in Bangladesh’s telecom landscape, known for its strong subscriber base, innovative data services, and focus on digital inclusion.

However, like other telecom operators in the region, Robi faces challenges such as rising data demands, regulatory shifts and intensifying competition. Shatara’s mandate will likely involve navigating these challenges while positioning Robi to capitalise on emerging opportunities in digital services, 5G deployment and fintech integration.

From a broader perspective, Shatara’s move also reflects Axiata Group’s strategy of talent mobility and leadership synergy across its regional operations.

With operations in Malaysia, Indonesia, Sri Lanka, Nepal and Cambodia, Axiata has consistently sought to cultivate a bench of experienced leaders who can adapt to different market contexts while upholding the group’s values of innovation, inclusion, and digital advancement.

Shatara’s leadership journey within Axiata underscores this philosophy, demonstrating how internal mobility can be a powerful tool for organisational growth and cohesion.

In Cambodia, his departure from Smart Axiata will undoubtedly be felt. Colleagues and industry peers have praised Mr. Shatara for his visionary leadership, collaborative management style, and deep commitment to digital empowerment.

During his tenure, Smart Axiata became synonymous with youth-centric branding, robust 4G coverage, and pioneering initiatives in education and entrepreneurship. His focus on local talent development and corporate social responsibility helped solidify Smart’s role not just as a telecom provider but as a key contributor to Cambodia’s digital economy.

About Smart Axiata

Smart Axiata delivers telecommunication and integrated ICT solutions across Cambodia, boasting over 7.5 million subscribers.

By transforming into a comprehensive mobile and digital technology brand, the company is revolutionising the country’s digital landscape, redefining lifestyle entertainment and professional productivity through a range of innovative offerings.

As a subsidiary of Axiata Group Berhad, one of Southeast Asia’s leading telecommunications groups, Smart is a key Malaysian enterprise partially owned by a sovereign wealth fund of the Government of Malaysia.

Smart benefits from both regional expertise and global standards. This strong backing reinforces Smart’s commitment to delivering world-class services while contributing to Cambodia’s digital and economic transformation.

Follow Ziad on LinkedIn

Get the latest Kardal updates here