Three is on the lookout for a new CMO, having promoted Tom Malleschitz to the newly created role of chief digital officer.
The responsibility for marketing operations will be co-managed in the interim by Lianne Norry, Three’s director of brand & comms, and Marsha Lenihan, its director of strategy and insights.
Having joined Three UK just over five years ago, Malleschitz’s tenure as CMO included coming up with the brand’s #makeitright advertising slogan. He also led the move for Three to abolish data roaming and to scrap charging its customers extra to use 4G.
In the new chief digital officer role, he will focus his attentions on strengthening and growing Three’s digital products and services.
Malleschitz spoke to Marketing Week in November about how Three is looking to create a marketing-led business. “When I started our CEO wanted to create a marketing-led business to really put the customer service first. We have set up a customer strategy and a disruptive strategy to follow this,” he said.
Three recently backtracked after previously supporting ad blocking across its mobile network, with Malleschitz comparing Three to Google and Facebook by claiming it had access to “much better customer data”.