O'Beirne leaves 3 amid shake-up of sales and marketing teams

O'Beirne leaves 3 amid shake-up of sales and marketing teams

3’s director of indirect sales, Bernie O’Beirne, has left the operator amid a further shake-up of its sales and marketing teams. It is not known if he will be replaced.

The news comes just one month before O2’s former head of online, Amanda Lambert, takes on the role of director of sales. Lambert will report to sales and marketing director Marc Allera, and will handle sales channels including retail stores, online sales and indirect sales.

Former 3 sales director Allera (far right) was appointed sales and marketing director in May 2008, after the operator merged its sales and marketing teams. The move resulted in the departure of marketing director John Penberthy-Smith.

It is understood that the operator’s sales and marketing teams will now be reorganised into ‘key’ areas of focus under Allera. The areas are thought to include consumer, business, ecommerce and sales.

However, sources said no firm decision has been made and jobs are unlikely to be cut. One source added: ‘The changes were about realigning expertise within the business to specific areas of focus.’

Allera said O’Beirne (above left), who worked at 3 for more than seven years, played a ‘key role’ in establishing the operator and building it as a ‘major player in the independent market’.

Allera said: ‘No-one who has seen Bernie present over the years at our dealer conferences will forget it. I’d like to thank him for his hard work and dedication through the years.’

O’Beirne was popular with dealers, but was associated with the growth of cashback by some in the industry. In December 2007, O’Beirne predicted that cashback was ‘all but dead’ and that mobile broadband would drive sales for retailers in 2008.

Written by Mobile Today
Mobile Today


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