Alfons Bosch Sansa | CMO
XLSMART

Alfons Bosch Sansa is Chief Marketing Officer at XLSMART (XL Axiata Group), where he leads overall marketing strategy, brand development, customer growth, and commercial performance across Indonesia’s highly competitive mobile market. He also oversees the AXIS brand, focusing on digital-first customer acquisition, segmentation strategy, and portfolio positioning across youth and value segments.

He has over a decade of leadership experience within XL Axiata, spanning marketing strategy, brand management, and commercial transformation. As VP of Marketing Strategy, he played a key role in strengthening XL Axiata’s market positioning through data-driven segmentation, product strategy, and customer lifecycle management. As Group Head of AXIS, he led the development of the sub-brand’s market proposition and growth strategy in the prepaid segment.

Prior to joining XL Axiata, Alfons worked at McKinsey & Company, where he advised telecommunications and digital-sector clients on growth strategy, commercial optimisation, and business transformation initiatives. Earlier in his career, he worked as a BI consultant at MicroStrategy and co-founded a digital venture focused on web-based solutions.

Alfons holds an MBA from ESADE Business School, with an exchange at NYU Stern, and an academic background in Artificial Intelligence and Computer Engineering. His expertise spans marketing strategy, analytics-driven decision-making, and digital business growth in large-scale consumer markets.