5/30/2013 11:22:35 AM
Marc Allera - chief sales officer, EE
One of the highest climbers in this year’s Power 50, Allera was seen as a shrewd appointment by CEO Olaf Swantee when he joined from Three in November 2011. Publicly he had a quiet start to his career at Britain’s biggest operator, but we found out why last year. Allera was tasked with overhauling the company’s retail portfolio, which spanned 700 Orange, T-Mobile and Everything Everywhere stores. Each branch was to be rebranded to its new look EE format, literally overnight.
He has also played a crucial role in its launch of 4G, giving a spirited defence of its pricing by arguing that the operator needs to balance the cost of rolling out the service with wanting to add new customers. EE wants one million 4G customers by the end of the year. Allera will be central to making this happen.