Emerging market operator Millicom appointed Cynthia Gordon, a senior executive with Ooredoo, to head its Africa business.

Gordon (pictured), who joins on 21 September, will be Millicom’s executive vice president, CEO Africa Division, with responsibility for operations in six countries.

She will report to Mauricio Ramos, Millicom’s recently appointed CEO whose background is in the Latin American cable television industry. Aside from Africa, the group’s footprint also covers Latin and South America.

Millicom’s strategy is based on what it terms the Digital Lifestyle, which bundles a number of services, including mobile, cable television and mobile money, into a single offering for consumers.

Gordon was Chief Commerical Officer of Ooredoo, reporting to the group’s CEO. Previous stints included Orange, where she was vice-president of partnerships and emerging markets and developed her African expertise.

Despite her new role, she will remain on the Board of Commissioners of Indosat, Ooredoo’s largest operating company.

Millicom’s African operations covers six markets: Tanzania, Ghana, DRC, Senegal, Rwanda and Chad.