She replaces Chris Barrow who left the company in April. She will be responsible for revenue development for the prepay business covering all aspects of the prepay market.
At Lloyds TSB General Insurance Wylde was responsible for all aspects of customer marketing.
She has also previously worked at Vodafone for six years, where she launched mobile data and various other propositions for the corporate markets.
Following Vodafone she spent three years at O2 as head of corporate marketing, where she developed a new B2B marketing strategy.
Wylde will commence in her new role at T-Mobile on June 22. The hire closely follows the company’s recent appointment of Srini Gopalan to the role of chief marketing officer.
In April, T-Mobile launched the second instalment of its latest brand campaign, with a mass karaoke event staged at Trafalgar Square http://www.marketingweek.co.uk/news/t-mobile-to-film-second-flash-mob-stunt/2065257.article
It followed on from the stunt filmed in January, where 350 dancers broke into a mass dance routine at Liverpool street station. Hidden cameras were placed around the station to capture the dancers and reactions of London commuters.