Salma joined FRiENDi mobile Oman in 2013 as Finance Director, and was appointed as Chief Executive Officer in 2018, thereby becoming the first-ever female CEO of a Telecommunications Company in Oman.

Under her leadership the company has executed a successful change of host network operator in 2019, as the first MVNO accomplishing such an undertaking in the MEA region.

She has propelled FRiENDi mobile Oman on to a growth path, in which both the customer base and the market share in the Omani prepaid market has increased significantly through innovative products like unlimited validity data and voice bundles, data recharge cards, micro-insurance products, etc., as well as new services to enhance the customer experience, such as electronic payment features on the web and through the customer App and customer service and self-service in multiple languages.

Salma has also blazed a trail for sustainability across Virgin Mobile, driving a greener approach in the production of SIM and mobile recharge cards at FRiENDi Mobile Oman, which has played a key part in the Group’s overall elimination of single-use plastic from an annual level of 50 tons per year down to almost zero.

This makes FRiENDi mobile Oman the first company to be 100 percent single-use plastic-free among the Group’s companies worldwide.