The sales and marketing departments at 3 are being brought together with current marketing director John Penberthy-Smith leaving as a result.
Sales director Marc Allera (pictured, front) will become the new sales and marketing director with the changes taking effect immediately.
Penberthy-Smith (pictured, back) has been marketing director for 15 months after joining from Vodafone where he was director of customer marketing. It is not yet known where Penberthy-Smith will be moving to.
His direct reports and their teams will now report into Allera who will be working to bring the combined team together with an appropriate operational structure.
The changes are motivated by 3’s retail push, with an increasing number of customers coming through the company’s own 300 stores.
Kevin Russell, chief executive officer of 3 UK said: ‘As we build a more retail-based, customer-focused business, I believe it makes sense to create a single sales and marketing team.
‘I’ve seen a combined sales and marketing team work effectively before and I believe this is the right time for us to make this change.’
He added: ‘I would like to thank John for his passion, commitment and drive in making substantial progress over the past 15 months in getting marketing back onto the front foot and helping us to grow the business.
‘He has done a huge amount to strengthen the marketing team, which has been transformed since he took over early last year.
‘John has helped us to bring forward a group of strong, new leaders who are taking accountability for their areas and for the business as a whole.
‘With his help we have strengthened relationships and improved results across the business.
‘In stepping up to lead this team, Marc will be taking on a significant challenge.
‘It’s fair to say that this is one of the toughest roles in the UK market place. I see him growing into a different leadership role; setting direction, ensuring tight communication and working towards complete operational alignment across his enlarged team.
‘I have seen Marc strengthen as a leader over the past year. He’s ready to take on this challenge and I am confident the business will give him all the support he deserves.’