Orange has made three senior appointments amid the departure of sales chief Jean-Pascal Van Overbeke and CEO Tom Alexander’s announcement of a ?high-level restructure.
Former O2 executive Martin Stiven will join the operator in November to take on the newly created role of VP of enterprise and corporate markets. Stiven will indirectly replace VP of business Paul Tollet, who left the network earlier in 2009.
Orange said the former BT Cellnet business director will focus on ‘fine tuning’ its structure and approach to the corporate segment.
France Telecom chief of staff Guillaume Van Gaver has been appointed to the ?role of VP of sales and loyalty, replacing his predecessor Van Overbeke ?at the end of September.
Van Gaver has been chief of staff at France Telecom for six months, joining in March after spending three years as head of marketing, sales and customer service at Egyptian mobile network Mobinil, in which France Telecom has a stake.
Meanwhile, Alexander Lunshof will be joining the management team as the ?VP of legal and regulatory in early October.
Lunshof joins from France Telecom Group legal team where he was general counsel for mergers and acquisitions, and international.
Last month, Mobile reported that Orange CEO Tom Alexander was poised to restructure his senior management team.
Alexander told staff at the time: ‘Over the last few months, I’ve been looking at the size, shape and structure at the top of the business to ensure we are operating to the best of our abilities, and I’ll let you know the outcome of this piece of work just as soon as I can.
‘What I can tell you is that there will be more changes to the management team soon, including the appointment of key personnel as early as this week.’
Orange is expected to make more announcements in the coming weeks.
Orange launches £5m campaign for Monkey
Orange has launched a £5m marketing campaign to promote Monkey, the pay as you go tariff that offers ‘free’ music and texts in return for a £10 monthly top-up.
The TV campaign involves a series of adverts on Channel 4, the first of which was aired on E4 this week (1 September).
The broadcasts take on a weather forecast format, but instead of reporting the weather, they give details of music genres that are dominating particular regions of the country – for instance, rock is sweeping the north, while R&B is prevalent in urban areas.
Outdoor advertising will feature artists including Tinchy Stryder, Lady Gaga and La Roux.
Monkey is a three way partnership with Universal Music and Channel 4 that
gives customers access to hundreds of thousands of songs streamed through any mobile handset and online.
Orange will also be starting ‘experiential activity’ with the UK’s first multi-artist holographic gig across five locations in the UK.