Staaf to head own-brand marketing for O2

O2 has appointed Erik Staaf to the new role of head of own-brand marketing. He joined from mobile phone headset maker Jabra late last month.

Staaf will be responsible for the launch of own-branded mobile phones and other devices, as well as overseeing Apple’s iPhone. He will report to the brand’s marketing director Sally Cowdry.

O2 confirmed it had resumed its search for a head of own-brand marketing in January (MW January 31), as part of an extension of its marketing team. It had started recruiting for the role earlier last year but put it on hold. It is also looking for a head of retentions, a strategy manager for marketing and a head of broadband acquisitions. It can not confirm if the other roles have been filled.

As senior vice president of the mobile business unit at Jabra, Staaf was responsible for product management, marketing strategy and retail sales. Prior to that, he worked at Motorola’s mobile devices unit, where he held a variety of roles including senior solutions director for its multimedia devices.

O2’s marketing department has undergone a number of changes in the past year. Former marketing director Russ Shaw, who was made capability and innovation director in 2006 (MW May 25, 2006), was promoted to a group position at parent company Telefonica last year (MW June 14, 2007). The restructure led to Shaw’s innovation team being disbanded.


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