T-Mobile centralises marketing teams

T-Mobile has completed a restructure of its marketing department in an effort to centralise the function.

T Mobile

UK head of brand and communication Lysa Hardy has been helping chief marketing officer Srini Gopalan with the restructure of the team. She says: “We had a number of different teams working across various elements of the business, including sales, retail and business. We wanted to centralise this into one brand team and one advertising team, with the aim of having the T-Mobile brand running consistently through everything we produce. That wasn’t possible before, which is why we looked again at our marketing team.”

As part of the reshuffle, Lynne Ormrod has been promoted to the newly created position of head of brand and advertising with responsibility for leading T-Mobile’s integrated advertising approach. Ormrod was formerly head of brand development at T-Mobile UK and reports to Hardy.

The restructure led to the departure of Sam Taylor, head of advertising and sponsorship, as Marketing Week exclusively revealed last week.

Taylor was the only staff member to leave as part of the changes. There are now 40 people working across advertising, sponsor­ship and brand communications.

Hardy says she hopes the new structure will ensure “a more effective and efficient team that avoids unnecessary duplication”.

Meanwhile, T-Mobile UK managing director Richard Moat has urged regulators to allow the proposed 50/50 joint venture with Orange to go ahead. The deal would give the combined company a 37% market share, if it were allowed to proceed.

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