Physical Address
4 Elgon Terrace, Kololo, Kampala, Uganda
BuyIn , the powerful strategic purchasing alliance jointly formed by Deutsche Telekom and Orange, has officially announced a major leadership change that is set to shape the future of global procurement. The company has confirmed the BuyIn CEO appointment of Michael Rubas, who will assume the role of Chief Executive Officer effective June 1, 2026. This leadership transition marks a new and exciting chapter for one of the most significant procurement alliances in the telecommunications industry.
Michael Rubas is a highly experienced executive whose career spans two decades of senior leadership across some of Europe’s most prominent telecommunications organisations. His journey with BuyIn began in 2020 when he joined the company as Chief Financial Officer, Chief Human Resources Officer, and General Secretary. During his time in these roles, Rubas played a central role in strengthening the company’s financial performance, advancing its digital transformation agenda, and building a sustainable and resilient strategic supplier base.
Before joining BuyIn, Michael Rubas held a series of executive positions at Deutsche Telekom between 2016 and 2020, where he contributed to leadership initiatives spanning business-to-business operations and human resources management across multiple countries. Prior to that, he spent over a decade at T-Systems from 2005 to 2016, further building his expertise in large-scale corporate management and international operations.
Rubas holds a Master in Consulting and Coaching for Change earned jointly from HEC Paris and the Saïd Business School at the University of Oxford. He also holds a Master of Business and Public Administration from the University of Konstanz and the University of Bath. This strong academic background in business strategy, leadership development, and public administration positions him well for the demands of leading a global procurement alliance of BuyIn’s scale.
The BuyIn CEO appointment of Michael Rubas comes with a clearly defined strategic vision. As the incoming Chief Executive Officer, Rubas is expected to focus on several critical areas that will determine the long-term success and competitiveness of the alliance.
His primary focus will be on scaling the company’s procurement activities to deliver greater value across its expanding network of member operators. Optimising pricing strategies to ensure cost efficiency and maximum return on investment for alliance partners will also be a top priority under his leadership.
Another major area of focus will be advancing BuyIn’s ongoing digital transformation. Rubas has already demonstrated a strong commitment to digitalization during his tenure as CFO and CHRO, and his promotion to CEO signals the company’s intention to double down on technology-driven procurement solutions. Additionally, strengthening the sustainability of BuyIn’s strategic supplier base will remain a key pillar of the company’s agenda under his direction.
The BuyIn CEO appointment of Michael Rubas also marks the end of a distinguished era under the leadership of Béatrice Felder. After more than six years of dedicated service at the helm of BuyIn, Felder has chosen to take early retirement, leaving behind a lasting legacy of growth, transformation, and strategic progress.
Both shareholders and teams at BuyIn expressed sincere gratitude to Felder for her exceptional leadership and the pivotal role she played in elevating BuyIn’s position as a world-class procurement alliance. Her tenure was defined by a commitment to innovation, operational excellence, and the continuous reinforcement of BuyIn’s value as a trusted partner to its member operators.
The transition from Felder to Rubas is expected to be smooth and well-managed, given Rubas’s deep familiarity with the company’s operations, culture, and strategic direction built over his years serving in senior leadership roles within BuyIn itself.
