Former O2 marketer Shadi Halliwell is to join Three UK as chief marketing officer, with the remit of establishing the telecoms network as one of "Britain's best loved brands".
She will replace Tom Malleschitz, who was promoted to chief digital officer for the wider Hutchison Whampoa group.
Three has tapped Halliwell from Harvey Nichols, where she was group creative and marketing director for three years.
The marketer has more than 20 years’ experience in the telecoms industry having previously filled senior marketing and brand roles at BT and O2. She worked at O2 for 23 years, holding a number of positions including head of brand and overseeing projects like the launch of The O2 and the brand's Priority loyalty scheme.
At Three she will build on the company’s commitment to shake up the mobile industry. Over the past year the telecom has been making a push for digital advertising revenues via a partnership with adblocker firm Shine, outlining plans to block ads served across its network. The mobile operator claims the initiative looks to drive customer loyalty rather than position it as a player in the advertising game.
Halliwell will start at Three in September.
Commenting on her move she said: "Three has always been a pioneer in the telecommunications industry, with its bold approach to marketing and customer engagement setting it apart from its peers.
"I’m thrilled to be joining a team with such a high calibre of talent and creativity, and look forward to taking the brand further in the next chapter of its evolution."