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Mobile for Development – Meet The Team

Yasmina McCarty

Head of Mobile for Development

Yasmina is the Head of Mobile for Development, working with our members and partners to develop innovative, scalable and sustainable ways to achieve social impact with the mobile phone. She joined the GSMA in 2010, and has held various roles including Commercial Director of Mobile Money, Interim Head of M4D Impact and Head of Operations and Development for Mobile for Development. Prior to the GSMA, she was Co-founder and CEO of GreenMango, a social enterprise which helped low-income entrepreneurs in India grow their businesses. Yasmina spent five years in in microfinance at Women’s World Banking and ACCION USA, developing customer insights and financial products for low-income clients in emerging markets.

Yasmina holds an MBA from London Business School and Columbia Business School, a BS cum laude from Northwestern University and is a TED India Fellow (2009), Echoing Green Fellow (2008), and Cartier Women’s Initiative Asia Laureate (2007).

Lawrence Yanovitch

President, The GSMA Mobile for Development Foundation

Lawrence Yanovitch is president of the GSMA Foundation, which promotes life-changing, mobile-enabled services to the underserved in emerging markets. The GSMA Foundation brings together the mobile industry, adjacent industries and the international development community to advance commercial business models in health, education, banking, women’s empowerment, agricultural productivity, identity and renewable energy. Mr. Yanovitch was previously an officer at the Bill & Melinda Gates Foundation, where he managed a portfolio of investments in financial services for the unbanked, with a target of reaching 80 million households. Prior to that, he had a long career in microfinance and philanthropy. He is a former member of the management team at FINCA and of the faculty of Georgetown University in Washington, D.C.

Jack Westhead

Marketing Projects Manager for Mobile for Development

Jack is Marketing Projects Manager for Mobile for Development. After leaving Accenture’s Capital Markets division, Jack worked as a freelance advertising creative, copy writer and marketing consultant. Jack has a first class degree from Durham University in English Literature.

Craig Friderichs

Director of Health, GSMA, Mobile for Development

Dr Craig Friderichs is Director of Health, Mobile for Development at GSMA. Craig heads up a global team that brings together the mobile industry and health stakeholders to improve health outcomes in emerging markets. Craig has been instrumental in launching and implementing the Pan African mHealth Initiative, a collaborative effort between mobile operators and the public/private sector to catalyse the scaled integration of sustainable mobile and ICT solutions into African health systems.

Prior to GSMA, Craig worked in the public and private health care sectors of Southern Africa for almost a decade before moving to business analyst and strategy positions in the medical device sector.

Craig studied medicine at Stellenbosch University and holds an MBA from the University of Cape Town, specialising in corporate finance and economics.

Craig represents the private sector on the board of PMNCH, an alliance of more than 450 member organisations that aims to ensure that all women, infants and children not only remain healthy, but thrive. He is a regular speaker at international health and ICT events and contributes to a number of international ICT task teams.

Areef Kassam

Director of the Mobile for Development Utilities Programme

Areef is the Director of the Mobile for Development Utilities Programme. In this role, he is responsible for management of the programme team, located in London, Middle East, Africa and Asia, and the overall delivery and development of the programme objectives.

The aim of the M4D Utilities programme is to support the mobile industry in its distinctive position to help solve the challenges of commercially extending access to energy, water and sanitation services in emerging markets by leveraging the mobile network technology and infrastructure.

Areef has worked with the GSMA since 2009 and was previously the Director of the Green Power for Mobile programme. Prior to working with the GSMA, Areef worked at Roshan, focusing on procurement, supply chain and network planning.

Areef has a BSc in Engineering from the University of Alberta and an MBA from London Business School.

Seema Desai

Head of the Mobile Money Programme

Seema is the Head of Mobile Money Programme, responsible for defining the strategy and quality of delivery for the Mobile Money programmes. Prior to joining the GSMA in March 2009, Seema managed a large portion of the Retail savings P&L for one of the UK¹s largest retail banks. She was also Manager at Accenture, within their strategy consulting division, where she focused on Financial Services. Seema completed two secondments to Accenture Development Partnerships, a non-profit arm of Accenture that provides business consulting to NGOs and donor organisations, and has worked in Uganda, Trinidad & Tobago and India. She holds a 1st Class Honours degree in Natural Sciences from Cambridge University.

David Taverner

Senior Director, Digital Inclusion, Government and Regulatory Affairs

David has worked in the GSMA since April 2008 and previously was the Director for the Green Power for Mobile and Community Power from Mobile programmes.

Previously, David worked at Accenture and focused on market analysis, investment due diligence and strategic planning for oil majors, renewable energy clients and private equity firms. He also worked on two large scale SAP finance system deployments at Shell and Corus (formerly British Steel).

David has a 1st class BSc in Science, Computing and Management from Leeds University and an incomplete PhD in Chemical Engineering.

Beth Gertz

Director of the GSMA mWomen Programme

Before joining GSMA in 2012, Beth was a Global Portfolio Manager with The Children’s Investment Fund Foundation. Prior to that, she worked in the U.S., Europe and South East Asia as a strategy consultant, primarily with The Boston Consulting Group. She has helped corporate, government and non-profit clients to refine their strategies, strengthen operational effectiveness and realize impact through partnerships.

Beth earned an MBA from the Kellogg School of Management and BA from Northwestern University. Originally from Chicago, she currently lives in London.

Edele Sheehan

Marketing Manager for mHealth

Edele Sheehan is the Marketing Manager for mHealth, responsible for strategy and execution of marketing and brand activities across mHealth initiatives. Edele developed her broad marketing and commercial expertise at a succession of world leading consumer goods companies, including Seagram and Rémy Cointreau. She also founded and ran an Irish pub group in Spain. Most recently she has held a global marketing role with a world leader in airtime remittance to emerging markets and a project management role for the International League Against Epilepsy and the International Bureau for Epilepsy.

Edele holds a Bachelor of Commerce from University College Dublin.

Martin Harris

Director of Technology, Mobile for Development

Martin Harris is the Director of Technology for Mobile for Development. Over the last four years his work has focused on various implementations of mobile health, agriculture, disaster response and related programs in emerging markets for the underserved. He has also been carrying out research for the mobile development sector into the design and scaling of sustainable products and services, along with mobile entrepreneur emergence in Sub-Saharan Africa.

Martin is involved with a number of external companies focused on technology incubators and start-ups. Originally he started out as a software engineer working in R&D for Hewlett-Packard and has been involved in a number of start-ups including Tegic (inventors of T9 predictive text for mobile phones) and most recently as co-founder of Connect TV an IPTV and Broadcast TV hybrid service, recently acquired by Arqiva.

Kirstin Rhodes

Digital Marketing Manager for Mobile for Development

As the Digital Marketing Manager for Mobile for Development, Kirstin manages the M4D web presence and social media platforms.

Kirstin joined the M4D team in August 2014 from Colt Technology Services where she worked on marketing automation, CRM strategy and digital optimisation. Kirstin has a background in copywriting and teaching.

Kirstin holds a BA in Media and Communication Studies and a Post-Graduate Certificate in Education, both from the University of Kwa-Zulu Natal in Durban, South Africa.

Rosie Afia

Mobile for Development Coordinator

As GSMA Mobile for Development Coordinator, Rosie Afia supports senior management by overseeing the coordination of M4D programmes.

Rosie joined the GSMA M4D team in October 2014 from the London School of Economics (LSE) where her research focused on how mobiles could be used in conjunction with formal and informal institutions to improve services to the underserved. Rosie previously worked for Fitch Ratings in the financial services training division. Prior to this, she was in Zambia, Kenya & South Africa managing a number of programmes ranging from HIV education & gender to health & utilities.

Rosie holds an MSc in Development Management from LSE & a first class degree in Economics & Politics from Leeds University, UK.

Arran Riddle

Director, The GSMA Foundation Ambassadors Programme

As head of the Ambassadors Programme, Arran is responsible for raising the profile of the mobile sector in the international development arena through executive positioning, communications and speaking engagements.

Arran joined the GSMA’s public policy team in 2012, first as Communications Director for spectrum and subsequently as Content Director, producing training and reference materials and managing content for the GSMA Ministerial Programme, the government-facing conference at Mobile World Congress, in 2014 and 2015. Previously, Arran worked for Waggener Edstrom Worldwide, a technology communications agency, in a variety of UK-based roles including Editor-in-Chief and director of creative services for Europe, the Middle East and Africa.

Arran holds a Bachelor of International Studies degree from the University of Washington, Seattle.

Craig Friderichs

Director, The mHealth Programme

Dr Craig Friderichs is Director, The mHealth Programme. Craig heads up a global team that brings together the mobile industry and health stakeholders to improve health outcomes in emerging markets. Craig has been instrumental in launching and implementing the Pan African mHealth Initiative, a collaborative effort between mobile operators and the public/private sector to catalyse the scaled integration of sustainable mobile and ICT solutions into African health systems.

Prior to GSMA, Craig worked in the public and private health care sectors of Southern Africa for almost a decade before moving to business analyst and strategy positions in the medical device sector.

Craig studied medicine at Stellenbosch University and holds an MBA from the University of Cape Town, specialising in corporate finance and economics.

Craig represents the private sector on the board of PMNCH, an alliance of more than 450 member organisations that aims to ensure that all women, infants and children not only remain healthy, but thrive. He is a regular speaker at international health and ICT events and contributes to a number of international ICT task teams.

Natalia Pshenichnaya

Director of the mAgri Programme

Natalia is the Director of the mAgri Programme. She manages the insights and research workstream for the mAgri team, and the monitoring and evaluation process across GSMA-funded mobile agriculture projects. She is also responsible for the overall set up and management of mFarmer Fund. Prior to this role Natalia was providing technical assistance to GSMA-funded mobile agriculture projects.

Before joining the GSMA, Natalia worked for mobile network operator MegaFon, specialising in VAS marketing and product development.

Natalia is originally from Russia and holds an MBA degree from the University of Oxford and an MA in Economics from St. Petersburg State University.

Claire Sibthorpe

Director of the Connected Women Programme

Claire is the Director of the Connected Women Programme. She has been working for over 15 years in the public and international development sectors on social policy and service delivery with a focus on information and communications technology (ICT) policy and practice. She has worked with governments, international agencies and NGOs in Africa, Asia and the UK. This has included working as a senior consultant at Atos KPMG Consulting where she managed the Catalysing Access to ICT in Africa (CATIA) programme and at the International Development Research Centre (IDRC) on initiatives aimed at empowering communities to apply ICTs to their own social and economic development.

Kyla Reid

Head of the Disaster Response Programme

As Head of the Disaster Response Programme, Kyla is responsible for leading the mobile industry in improving resilience and engaging in coordination initiatives that most effectively support citizens and humanitarian organisations on the ground following a crisis. The Disaster Response Programme aims to improve preparedness, integration and cooperation between mobile operators, governments, the humanitarian response community and disaster-affected populations.

Kyla joined GSMA in September 2010 as a member of the Mobile Health team in the Mobile for Development. Before joining the GSMA, Kyla worked as Lead Researcher and writer for the humanitarian website InsideDisaster.com and at the Crisis States Research Centre at the London School of Economics and Political Science. Kyla has conducted field research across East Africa and has worked for a variety of NGOs and policy institutes focused on complex emergencies, HIV/AIDS and socio-economic development.

Kyla holds a MSc. in Development Management from the London School of Economics and earned a BAH in Development Studies from Dalhousie University in Canada.

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