Esberger takes on new strategic role at Cellnet

Cellnet marketing director Simon Esberger is moving to a new strategic role within the company after only nine months.

He becomes commercial development director, with a brief to build brand partnerships, and will be replaced by Canadian Kent Thexton.

Thexton was formerly executive vice president and chief operating officer of Canadian telecoms company Rogers Cantel Mobile Communications.

Esberger’s new job is his fourth since leaving Haägen-Dazs in 1993. He was appointed marketing director of the 60 per cent

BT-owned mobile operator last September after quitting as marketing director of Mercury Communications and formerly holding the same role at Spillers Petfoods.

He will now focus on building brand partnerships and report to Cellnet managing director Peter Erskine.

Esberger takes overall responsibility for a 25-strong business development team which continues to be headed by Tom Alexander. The team is expected to expand by five. Alexander will report to Esberger.

Thexton was responsible for advertising and customer sales but resigned in February after holding the post for just five months. Previously he had been vice-president of marketing.

Both Esberger and Thexton take up their new roles on June 22.

The creation of a commercial development director position indicates Cellnet’s intention to focus on “partnership” tie-ins, coinciding with the announcement of a link-up with the RAC. This was masterminded by Esberger.

The RAC Traffic Alert service uses the Cellnet digital mobile phone network to alert members to traffic hold-ups. A device linked to a mobile phone can give drivers information on how to avoid congestion and alternative routes.

Cellnet collaborates with Barclaycard on a Cellnet connection offer, as well as with car manufacturer Ford.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here