T-Mobile reshuffles marketing department for CRM focus

T-Mobile has restructured its marketing department as part of a new strategy to focus more closely on customer relationship management (CRM).

The changes have seen a reshuffling of existing staff and the creation of a CRM team which sits within the marketing department.

A T-Mobile spokesman says the idea is to ensure it “continuously builds relationships which our customers value from the day they choose us”.

The restructure comes as the mobile operator announced the appointment of Srini Gopalan (pictured), to the new role of chief marketing officer. He will come from Capital One Bank where he is MD for Europe, and will start his role in June.

He replaces Phil Chapman, who joined Kerry Foods as group marketing director. Chapman’s previous role at T-Mobile was director of marketing.

Gopalan’s position under the new structure will encompass CRM, loyalty and retention, brand development and marketing communications.

He is expected to be joined by Orange Romania chief executive Richard Moat, who is widely tipped to take on the managing director’s role at T-Mobile UK.

T-Mobile this year has been highly active on the marketing front, previously announcing its intention to increase its marketing budget by 15% to over £115m.

This year so far it has launched an ad campaign, created by Saatchi & Saatchi, featuring 350 dancers as part of its “Life’s for Sharing” brand positioning.