Vodafone appoints global brand chief

Vodafone has drafted in agency executive and former Sony and Mini marketing head Barbara Haase to lead global branding strategy.


Haase, who rejoins Vodafone after a stint as marketing head last decade, replaces Clare Sheikh who, according to a statement, is “leaving the company”. It is not known if Sheikh has a job to go

Haase will join as group brand director, one of the mobile company’s most senior marketing positions, on 1 October. She will report directly to Vodafone group chief commercial officer Morten Lundal.

She will responsible for developing creative strategy, brand identity, media strategy and sponsorships such as its backing of the McLaren F1 team.

Haase joins from German brand consultancy Brand Plantation, where she is managing director. Prior to this job and in addition to Vodafone she held a number of senior marketing positions at brands including BMW, where she led marketing communications for Mini and Sony, where she was director of marketing communications.

Former RSA marketing chief Sheikh was with Vodafone for just 13 months. She replaced David Wheldon, who is now with Barclays.

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