T-Mobile loses marketing figurehead Lysa Hardy

Lysa Hardy, T-Mobile’s marketing head and one of the lead figures behind its award-winning “Life’s for Sharing” campaigns, is leaving the company.


Hardy, who took on the role of vice president of T-Mobile propositions when the brand merged with Orange to form Everything Everywhere last year, is stepping down from her role after five years at the company.

She does not have a job to go to and a T-Mobile spokesman has confirmed that Hardy will not be directly replaced.

Everything Everywhere unveiled a major management restructure in September, led by its newly appointed CEO Olaf Swantee, which aimed to “simplify” the leadership team.

The restructure saw Pippa Dunn’s role, which was previously vice president of Orange propositions, elevated as she became Everything Everywhere’s chief marketing officer for consumer, while Hardy continued in her T-Mobile role.

September’s restructure also saw the immediate departures of several high profile executives, including its chief financial officer and deputy CEO Richard Moat.

Hardy says she feels she is leaving the business at the “right” time, as she believes the two brands have integrated well since the merger.

She adds that after spending five years at T-Mobile and, previously, five years at Orange as head of prepay, she may look for her next role outside the mobile industry.

“I’d like to move to another brand up for that kind of transformation [that T-Mobile has experienced in the past few years, following its Life’s for Sharing campaigns], which could be in a different industry,” she says.



Time for DM to be creative

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Direct marketing has had a good week. Evidence suggests marketers are shifting larger chunks of their budget to direct channels. Now that more eyes are on DM the pressure is on to make sure that it is not seen as a temporary go to when a cheap option is needed but a creative, as well […]


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