Esberger takes on new strategic role at Cellnet

Cellnet marketing director Simon Esberger is moving to a new strategic role within the company after only nine months.

He becomes commercial development director, with a brief to build brand partnerships, and will be replaced by Canadian Kent Thexton.

Thexton was formerly executive vice president and chief operating officer of Canadian telecoms company Rogers Cantel Mobile Communications.

Esberger’s new job is his fourth since leaving Haägen-Dazs in 1993. He was appointed marketing director of the 60 per cent

BT-owned mobile operator last September after quitting as marketing director of Mercury Communications and formerly holding the same role at Spillers Petfoods.

He will now focus on building brand partnerships and report to Cellnet managing director Peter Erskine.

Esberger takes overall responsibility for a 25-strong business development team which continues to be headed by Tom Alexander. The team is expected to expand by five. Alexander will report to Esberger.

Thexton was responsible for advertising and customer sales but resigned in February after holding the post for just five months. Previously he had been vice-president of marketing.

Both Esberger and Thexton take up their new roles on June 22.

The creation of a commercial development director position indicates Cellnet’s intention to focus on “partnership” tie-ins, coinciding with the announcement of a link-up with the RAC. This was masterminded by Esberger.

The RAC Traffic Alert service uses the Cellnet digital mobile phone network to alert members to traffic hold-ups. A device linked to a mobile phone can give drivers information on how to avoid congestion and alternative routes.

Cellnet collaborates with Barclaycard on a Cellnet connection offer, as well as with car manufacturer Ford.

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