Avenia is currently the head of market unit for South East Europe and is now tasked with driving the implementation of Ericsson’s new brand strategy.
The appointment has been made by Ericsson’s new president and CEO Hans Vestberg.
Vestberg says that Ericsson is to change dramatically and adds: “We will move from traditional telecom to IP, we see how we move from being a hardware to a software business and we will see an evolution and modernisation of the networks rather than the past years’ vast rollouts of new networks.”
Avenia adds: “Our brand must not only speak about our ambitions but drive our ambitions. My role will be to build confidence and help facilitate change in the organisation.”
He joined Ericsson in 1994 as marketing manager for the Mobile Systems division and had held a number of different different positions, including head of Ericsson Italy.