Markus Hofbauer
Head of Key Accounts | B2B Sales & Cyber Security | Telco | Executive MBA | MAS Sales Excellence
Eschen, Liechtenstein
Head of Key Accounts East at Sunrise GmbH, leading a team of 10+ Senior Key Account Managers across one of the company's most strategically important sales regions. Prior to this, 18 years at Telecom Liechtenstein AG with progressively expanding responsibility spanning Key Account Management, Cyber Security, and ultimately the leadership of the entire B2B Sales Unit. Alongside his executive career, he has served as a lecturer at MKS since 2017, and holds an Executive MBA from HWZ Zürich.
Professional Experience
Dec 2023
Head of Key Accounts EAST
Sunrise GmbH
Leading a team of 10+ Senior Key Account Managers across the Eastern sales region, with full responsibility for account retention, business development, and new client acquisition.
- Lead and develop a team of 10+ Senior Key Account Managers in one of Sunrise's highest-priority sales regions
- Execute the sales strategy with full accountability for targets across account retention, business growth, and new client acquisition
- Translate corporate objectives into operational sales strategies that drive sustainable growth
- Build and maintain long-term client relationships to create measurable value and strengthen trust
- Identify new business opportunities and maximise the revenue potential within the existing client base
- Drive consistently high team motivation and performance through targeted individual coaching and development
Jan 2017
Dozent
MKS Kompetenzzentrum
Teaching and developing aspiring sales and marketing professionals and future leaders, with a focus on preparation for Swiss federal examinations.
- Deliver instruction to aspiring sales and marketing professionals as well as sales and marketing managers
- Prepare candidates for the Swiss federal examinations in sales and marketing
- Sustained part-time teaching role carried out in parallel with full executive leadership responsibilities
- Published specialist articles on sales-relevant topics including KPI frameworks, innovation selling, and value creation
Dec 2019 – Dec 2023
Head of Business Sales & Cyber Security
Telecom Liechtenstein AG
Led the B2B Sales Unit covering Liechtenstein, Switzerland, Cyber Security, Partnering Retail, and Whitelabel, with full sales accountability across all segments.
- Led the B2B Sales Unit with responsibility for the target markets of Liechtenstein, Switzerland, Cyber Security, Partnering Retail, and Whitelabel
- Developed and executed the sales strategy across multiple B2B target markets
- Built and structured sales channels and developed channel-specific sales promotion initiatives
- Led and developed team members within the unit
- Ensured target achievement and drove cross-functional collaboration within agile teams
- Owned the controlled rollout of security services within the B2B segment
Jan 2017 – Dec 2019
Leiter FL1 Cyber Security
Telecom Liechtenstein AG
Full P&L and operational responsibility for a newly established business unit focused on technologically leading security services.
- Held full responsibility for the newly established FL1 Cyber Security business unit
- Developed and implemented the marketing strategy, including planning and execution of operational marketing activities
- Directed and executed sales activities within the defined customer segment to achieve sales targets
- Led assigned team members, conducting regular team meetings and individual performance reviews
- Controlled all measures and objectives, monitoring target achievement in line with MBO principles
Aug 2014 – Dec 2016
Key Account Manager, FL1 Cyber Security
Telecom Liechtenstein AG
Key Account Management with a focus on Managed Security Services, business development, and international go-to-market activities.
- Managed and grew an assigned portfolio of business clients, closing new enterprise contracts
- Drove business development within FL1 Cyber Security as a sales expert for Managed Security Services
- Executed international sales activities, conducted market monitoring, and delivered structured reporting
- Contributed to marketing, sponsoring, and product management, and organised client events
- Deputised for the Head of Enterprise Sales across all areas of responsibility
Jan 2006 – Aug 2014
Key Account Manager
Telecom Liechtenstein AG (ehem. Mobilkom Liechtenstein)
Managed and acquired business clients with international sales responsibility in collaboration with Telekom Austria Group.
- Managed existing business client relationships and closed new enterprise contracts
- Executed international sales in collaboration with Telekom Austria Group ONE GmbH
- Conducted market monitoring and reporting, and contributed to marketing, sponsoring, and product management
- Organised and delivered client events
- Role transitioned as a result of the merger between Mobilkom Liechtenstein and Telecom Liechtenstein in 2014
Feb 2003 – Dec 2005
Business Sales Manager
ONE GmbH (Telekom Austria Group)
Managed existing business clients and acquired new key accounts in the Vorarlberg region.
- Managed existing business client relationships and acquired new large-scale accounts
- Co-planned and executed client events
- Conducted market monitoring and reporting
Dec 2023
Head of Key Accounts EAST
Sunrise GmbH
Leading a team of 10+ Senior Key Account Managers across the Eastern sales region, with full responsibility for account retention, business development, and new client acquisition.
- Lead and develop a team of 10+ Senior Key Account Managers in one of Sunrise's highest-priority sales regions
- Execute the sales strategy with full accountability for targets across account retention, business growth, and new client acquisition
- Translate corporate objectives into operational sales strategies that drive sustainable growth
- Build and maintain long-term client relationships to create measurable value and strengthen trust
- Identify new business opportunities and maximise the revenue potential within the existing client base
- Drive consistently high team motivation and performance through targeted individual coaching and development
Jan 2017
Dozent
MKS Kompetenzzentrum
Teaching and developing aspiring sales and marketing professionals and future leaders, with a focus on preparation for Swiss federal examinations.
- Deliver instruction to aspiring sales and marketing professionals as well as sales and marketing managers
- Prepare candidates for the Swiss federal examinations in sales and marketing
- Sustained part-time teaching role carried out in parallel with full executive leadership responsibilities
- Published specialist articles on sales-relevant topics including KPI frameworks, innovation selling, and value creation
Dec 2019 – Dec 2023
Head of Business Sales & Cyber Security
Telecom Liechtenstein AG
Led the B2B Sales Unit covering Liechtenstein, Switzerland, Cyber Security, Partnering Retail, and Whitelabel, with full sales accountability across all segments.
- Led the B2B Sales Unit with responsibility for the target markets of Liechtenstein, Switzerland, Cyber Security, Partnering Retail, and Whitelabel
- Developed and executed the sales strategy across multiple B2B target markets
- Built and structured sales channels and developed channel-specific sales promotion initiatives
- Led and developed team members within the unit
- Ensured target achievement and drove cross-functional collaboration within agile teams
- Owned the controlled rollout of security services within the B2B segment
Jan 2017 – Dec 2019
Leiter FL1 Cyber Security
Telecom Liechtenstein AG
Full P&L and operational responsibility for a newly established business unit focused on technologically leading security services.
- Held full responsibility for the newly established FL1 Cyber Security business unit
- Developed and implemented the marketing strategy, including planning and execution of operational marketing activities
- Directed and executed sales activities within the defined customer segment to achieve sales targets
- Led assigned team members, conducting regular team meetings and individual performance reviews
- Controlled all measures and objectives, monitoring target achievement in line with MBO principles
Aug 2014 – Dec 2016
Key Account Manager, FL1 Cyber Security
Telecom Liechtenstein AG
Key Account Management with a focus on Managed Security Services, business development, and international go-to-market activities.
- Managed and grew an assigned portfolio of business clients, closing new enterprise contracts
- Drove business development within FL1 Cyber Security as a sales expert for Managed Security Services
- Executed international sales activities, conducted market monitoring, and delivered structured reporting
- Contributed to marketing, sponsoring, and product management, and organised client events
- Deputised for the Head of Enterprise Sales across all areas of responsibility
Jan 2006 – Aug 2014
Key Account Manager
Telecom Liechtenstein AG (ehem. Mobilkom Liechtenstein)
Managed and acquired business clients with international sales responsibility in collaboration with Telekom Austria Group.
- Managed existing business client relationships and closed new enterprise contracts
- Executed international sales in collaboration with Telekom Austria Group ONE GmbH
- Conducted market monitoring and reporting, and contributed to marketing, sponsoring, and product management
- Organised and delivered client events
- Role transitioned as a result of the merger between Mobilkom Liechtenstein and Telecom Liechtenstein in 2014
Feb 2003 – Dec 2005
Business Sales Manager
ONE GmbH (Telekom Austria Group)
Managed existing business clients and acquired new key accounts in the Vorarlberg region.
- Managed existing business client relationships and acquired new large-scale accounts
- Co-planned and executed client events
- Conducted market monitoring and reporting
Education
Executive MBA · in Strategy & Leadership
Sep 2024 – Apr 2025HWZ Hochschule für Wirtschaft Zürich
Zürich
International Management Program · in International Business & Strategic Leadership
Mar 2025 – Mar 2025University of Virginia Darden School of Business
Virginia, USA
MAS Sales Excellence · in Sales Excellence & Customer Centricity
Mar 2021 – May 2023HWZ Hochschule für Wirtschaft Zürich
Zürich
Marketingleiter mit eidg. Diplom, EQF-Niveau 7 · in Marketing/Marketing-Management
Jan 2015 – Dec 2016MKS Kompetenzzentrum
Schweiz
Verkaufsleiter mit eidg. Diplom, EQF-Niveau 6 · in Vertriebsmanagement
Jan 2014 – Dec 2015MKS Kompetenzzentrum
Schweiz · Bestnote im Fach Führung und Organisation
Certifications
CAS Customer Relationship Management
SVEB1
CAS Selling Innovation
MAS Sales Excellence
HWZ Hochschule für Wirtschaft Zürich
Mai 2023
Verkaufsleiter mit eidgenössischem Diplom, EQF Niveau 6
MKS Kompetenzzentrum