One of Africa’s biggest mobile operators MTN Group has appointed Pieter Verkade as its new chief commercial officer, effective February 2013.

Currently the chief executive officer of MTN Cyprus, Verkade replaces Christiean de Faria, who retires in January 2013 after 6 years with the group, the company said in a statement.

In his new role, Verkade is planned to be responsible for the strategic direction of the innovation, products and services strategy, as well as marketing across the group.

“His appointment comes at a critical point for MTN, as our operating environment is changing quite rapidly,” said MTN Group president and chief executive officer, Sifiso Dabengwa.

“We have entered a phase where network operators have to compete on more than just products and services. We believe that Pieter possesses the right combination of experience and expertise to drive MTN’s strategic agenda to deliver relevant and competitive value propositions to our customers across segments,” added Dabengwa.

Verkade’s telecoms experience spans developed and emerging markets in Europe and Africa. Prior to becoming the CEO of MTN Cyprus, the Mediterranean country’s second largest mobile operator, Verkade was the executive for commercial strategy and mobile money.

Verkade was also chief marketing officer for MTN SA for a two-year period from 2008, while his previous experience includes being chief commercial officer for Orange NV (Netherlands), vice president commercial for Orange Plc (London), chief financial officer for KPN/Orange (Belgium) and senior vice president for Telenor (Norway).

MTN Group is a multinational telecommunications group, operating in 21 countries in Africa, Asia and the Middle East.

As of 30 September 2012, MTN recorded 182.7 million subscribers across its operations.