European telecoms network operator Esprit Telecom has hired a chief marketing officer to prepare for Europe-wide telecoms deregulation in January.
Nick Pellew was previously marketing director at Videotron but lost out when the cable company was folded into Cable & Wireless Communications in April.
He joins Esprit, which provides international and long-distance telecoms services for businesses, immediately. The company has operations across Europe – including Germany, France, the Netherlands and Spain – and its client list includes the merchant bank Barings, the Ritz Hotel and German airline Lufthansa.
It is the first senior marketing appointment at Esprit. Pellew will be responsible for drawing up a strategy and executing campaigns to help the company exploit, and survive, deregulation. Its most recent UK results showed losses of 6.3m in the past nine months on revenue of 32.7m.
“My key task will be to get a better product, and to look at pricing and market development opportunities,” says Pellew. “Esprit is growing rapidly but it is still small enough to take opportunities as they arise. It will be aggressive with the onset of deregulation.”