BT and EE bring brands closer together under unified marketing role

BT and EE are scraping separate marketing chief roles in favour of one position that will report into BT Consumer CEO Marc Allera as they look to “make the most of both the brands”.


BT and EE are bringing their brands closer together in a management restructure that will see one person take on responsibility for the marketing strategy of both brands.

The new managing director of marketing for consumer role means that BT and EE’s marketing will now come under one person for the first time since BT acquired EE in 2016.

Pete Oliver will take on the role, moving into the expanded position from his current role as managing director of marketing and sales for BT’s consumer business. He has been with BT since 2008 in a number of role, and will take responsibility for the creation of campaigns and launching new products.

READ MORE: Mark Ritson: Why BT must kill off the EE brand

EE’s current marketing boss, Max Taylor, is leaving the business to take on a new opportunity.

Elsewhere, Ettienne Brandt, currently managing director of channels and trading, will step into a new role as managing director of commercial for consumer, responsible for all sales channels including EE’s stores. Ash Roots will take on a new role as managing director of digital for consumer. All three roles will report into CEO Marc Allera.

BT says: ““We’re working hard every day to give our customers the widest choice of converged products and services, on the best networks, with the best service.

“This new management structure will ensure that we’re able to be more agile and effective as we create the best connected experiences and provide the best service for our customers right across the UK.”

READ MORE: EE’s former CMO on why big brands ‘aren’t set up for innovation’

BT bought EE in a £12.5bn deal two years ago that many thought would lead to BT getting rid of the EE brand. While it will still run both, it is clear the two brands are moving closer together.

There have been examples of the two brands working together on smaller projects and earlier this year EE launched an BT sport offer app that allows customers to watch BT Sport on multiple devices via casting from smartphones.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here