As befits the new strain of financially astute marketer, Pippa Dunn is responsible for the profit and loss of the consumer division, including commercial targets, proposition development, customer loyalty, product and device management. She also oversees the EE brand team. A telco marketing expert, she joined Orange in 2003 and NTL before that, although she has also worked for Coca-Cola in a number of marketing roles. She has been leading EE’s foray into TV, and was responsible for securing Hollywood star Kevin Bacon to spearhead its ad campaign, which kicked off in 2012 to coincide with the launch of 4G. She left EE earlier this year as part of its takeover by BT.