The former Kraft Foods European marketing boss and agency executive will take up her new position next month. She replaces Danielle Crook, who left last year to join Starbucks.
Guy Laurence, Vodafone UK’s CEO, says Fielding’s experience will be of “considerable value” to the mobile brand.
Her appointment comes at a pivotal time for Vodafone. It will launch a major marketing campaign next month to back the launch of its 4G service and is also developing a new sponsorship strategy after ending its sponsorship of the Formula One team McLaren.
Fielding has been working as a consultant since leaving Kraft in June 2012. Prior to the food company she was commercial director at The Independent and held executive positions at agencies including Lowe and Ogilvy & Mather.