BuyIn Announces Leadership Change: Michael Rubas Succeeds Béatrice Felder as CEO

BuyIn,  the strategic purchasing alliance formed between Deutsche Telekom  and Orange,  has announced the appointment of Michael Rubas as its new Chief Executive Officer, effective June 1, 2026. Rubas will succeed Béatrice Felder, who, after more than six years at BuyIn, has opted for early retirement. The shareholders and teams at BuyIn expressed their gratitude to Felder for her leadership and pivotal role in driving the company’s growth and transformation, reinforcing its status as a value-creating partner over the past six years.

As CEO, Michael Rubas will focus on further enhancing the company’s procurement operations by scaling activities, optimizing pricing, and advancing BuyIn’s digital transformation. The joint venture currently brings together over ten major operators within a global alliance, managing a total procurement volume exceeding €20 billion.

Rubas joined BuyIn in 2020 as CFO, CHRO, and General Secretary, playing a significant role in the company’s performance and transformation, with a strong emphasis on digitalization and the sustainability of its strategic supplier base. Prior to his tenure at BuyIn, he held several executive positions at Deutsche Telekom from 2016 to 2020 and at T-Systems from 2005 to 2016, overseeing leadership roles in B2B and human resources across multiple countries.

Rubas holds a Master in Consulting and Coaching for Change from HEC Paris and Saïd Business School, University of Oxford, as well as a Master of Business and Public Administration from the University of Konstanz and the University of Bath.