Telenor has appointed Swisscom’s Alexandra Reich to head up its Hungarian subsidiary.

The 53 year-old will take up her new position no later than 1 November.

Reich replaces Christopher Laska, who has been appointed Senior Vice President of Board Governance and Partner Relations for Asia.

During his five-and-a-half years at the helm, Laska was credited with launching 4G and a range of digital content initiatives, including the launch of its financial services product Telenor Wallet.

Reich joins Telenor after a seven-year career at Swisscom.

Since 2014 she has been Head of Mobile at Swisscom’s enterprise arm, and has previously served as COO of Three Austria and General Manager of T-Online Austria.

Reich said: “I have always closely followed the Telenor Group with great respect and was impressed by the innovation power and culture driving the company.

“After many years working with challengers in Germany and Austria, and seven years with the Swiss incumbent, I felt it was time to take this exciting opportunity.

“My expertise has always been in marketing and sales and within the last years I have learned a lot about customer experience design and the power of customer centricity, especially in the digital world.”

Telenor Hungary saw revenues grow 3.3 percent year-on-year to €236 million in the first half of 2016.

[Read more: Telenor struggles to leave VimpelCom woes behind in Q2]

Telenor President and CEO Sigve Brekke said: “[Reich’s] understanding of customers’ digital ambitions, her in-depth knowledge of the telecoms industry and her entrepreneurial drive makes me confident she is a great addition to our team and will continue to take our Hungarian business forward.”

Last week, Telenor appointed a new Chief Financial Officer and a Chief Transformation Officer.

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