Vodafone UK brand chief Dominic Chambers (pictured) is leaving the company as part of a major restructure of the business. The mobile operator has also scrapped the chief marketing officer role held by Tim Yates, although Yates is likely to be handed a new position at group level.
The changes are being led by Vodafone UK’s new consumer director Ian Shepherd, who has taken over from Craig Tillotson. Shepherd, who was previously strategy director, is looking for a head of brand and marketing communications to replace Chambers. He has also created a new customer marketing role and will recruit for both jobs externally.
Chambers is thought to be leaving without a job to go to. It is understood that he is looking for a position in London after three years with Newbury-based Vodafone.
In an exclusive interview with marketingweek.co.uk, Shepherd explains that the changes are designed to make the Vodafone brand synonymous with its “Make the most of now” strapline and ownership of the mobile internet.
“We want to capitalise on the strengths we have versus our competitors and one of our main strengths is the mobile internet,” he says.
He adds that Vodafone will be following the lead of sectors such as retail and finance, which have become more customer focused in recent years: “We can unlock a lot of value by building on the relationship we have with our customers. There is a lot of potential in the area of CRM to deepen our relationship with customers and get them to buy more products and services from us.”
Shepherd will have six direct reports in the new structure, including the brand and communications and customer marketing roles. Shepherd sits on the UK board and reports to chief executive Nick Read.