Fielding will leave her post after almost two years with the brand, having joined in May 2013. Jeroen Hoencamp, CEO for Vodafone UK, said in a statement that Fielding plans to pursue “non-executive directorships” in the future.
”In her two years with us, Daryl undertook a major strategic review and led the transformation of our brand marketing. Her strategy and advertising campaigns have resonated with our people and consumers and have led to significantly increased brand measures in our marketplace,” adds Hoencamp.
Fielding joined Vodafone at a pivotal time, when the brand was first launching its 4G service. More recently, she led a controversial campaign featuring fire fighters using Vodafone’s network to contact loved ones. The ad has since been changed after a warning from the Advertising Standards Authority that the ad was misleading, as it claimed that 77% of the emergency services use the brand.
Prior to her role at Vodafone, Fielding was the director of her own consulting company. Between 2010 and 2012 she was also the vice president of marketing for Kraft Foods Europe. In the past she was also commercial director of The Independent.
Fielding leaves her post as the pressure mounts for phone networks to create more integrated experiences for consumers in the form of ‘quad-play’ – or providing packages that include TV, broadband, landline and mobile.