He will lead the strategy and delivery of all the company’s European brand and marketing campaigns, which currently feature the brand’s running characters. 118 118 currently sponsors films on ITV1, with idents featuring the two ambassadors.
He will also support the roll out of new product developments in all territories including for its biggest brands in the UK, Le Numero 118 219 in France and Die Nummer in Austria
The company says the creation of the role reflects the integration of its European markets and reinforces the brand’s relevance to both business customers and consumers. It had scrapped the original CMO role in 2010.
It follows the appointment of Colin Lewis to the European marketing director role in January, which was also newly created following a marketing restructure last year.
Maltais joins 118 118 from Lebara Mobile, where he held the role of marketing director and was responsible for driving brand awareness and subscriber growth in the UK.
Prior to that, Maltais was at O2 for almost six years, holding various marketing and strategy roles. As O2’s head of prepay marketing strategy and planning, he drove the decision to range the first iPhone on pay as you go, which O2 claims generated “tens of thousands” of incremental sales.