Former Three marketing head Allera joins Everything Everywhere

Former Three marketing chief Marc Allera has joined rival mobile operator Everything Everywhere as chief sales officer.

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Allera will be responsible for bringing a “service-oriented” culture across all of Everything Everywhere’s sales channels – including retail, telesales, digital, SME and indirect channels – which the company hopes will differentiate the brand from its rivals.

He will also oversee the teams that attract new customers to the network and replaces former Vodafone SME head Rob Shardlow, who has held the sales director role at Everything Everywhere on a temporary basis since October.

Allera will report into CEO Olaf Swantee who has already marked his three month tenure in the role with sweeping management restructures, which included a 10% reduction in marketing staff and saw the departure of former T-Mobile chief marketer Lysa Hardy.

When Allera left Three after a decade at the company in June, he said that he was looking to pursue a position that would see him leading “at the highest level”.

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