Orange starts hunt for marketing insight boss

Orange is seeking a director of marketing insight to lead its pricing strategy, as the telecoms giant continues its reorganisation programme. The news comes just weeks after it emerged the company is restructuring its marketing department and that it will be making a number of redundancies (MW August 12).

The appointee to the new role will report to UK chief marketing officer Alexis Dormandy, and will lead a marketing insight team of 25 people.

A spokeswoman says: “This is part of a drive to be more customer-centric. The new role will provide us with a better insight into marketing, how it works and whether we’re delivering the right things for our customers.”

She adds that it is still not clear how many of the 90-strong marketing department will be affected by the redundancies.

Orange launched a trio of television ads earlier this month aimed at 16- to 18-year-olds and non-Orange customers to increase business on the back of the text-messaging trend.

The ads promoted Orange’s extension of its free weekend text offer. The company claims to have attracted more than 250,000 new pay-as-you-go customers since the initiative launched in April.

The campaign followed an NOP survey commissioned by Orange that showed young people would rather give up friends and family at weekends than lose their mobiles.

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