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Business on the Move Three Marketing

Three UK merges customer and marketing, CMO role retired with Shadi Halliwell


By John McCarthy, Opinion editor

March 6, 2020 | 3 min read

Three UK is to merge its customer and marketing teams in a sweeping change that comes into play after the departure of chief executive Dave Dyson and the retiring of the chief marketing officer role with Shadi Halliwell's impending exit.


Three merges customer and marketing, CMO role retired with Shadi Halliwell

This restructure, Three says, comes so it can "maximise" the 5G opportunity and fully leverage our investment in our IT and network. By bringing customer and marketing under a single function, coming into line with Three models internationally.

As a result, from March Elaine Carey, chief commercial officer of Three Ireland, joins the UK operation as chief commercial officer, to lead the combined customer and marketing teams.

Dave Dyson, soon to depart chief of Three UK, said: “Since Shadi joined us in 2017, she has made a huge impact on our brand, leading our successful ‘#PhonesAreGood’ advertising campaign and helping us to build partnerships with household names like easyJet and Snapchat. More recently Shadi led the signing of our exciting new sponsorship deal with Chelsea FC and our 5G campaign, which highlighted our leading 5G spectrum holding – 'if it’s not Three, it’s not real 5G' – and showcased our ultra-fast capabilities through an immersive audience experience at London Fashion Week.

"On behalf of Three, I would like to thank Shadi for the enormous contribution she has made and we wish her all the best for the future.”

Departing CMO Halliwell said it was a "privilege" to work at Three, and she is "proud of the positive momentum and sense of fun" she helped bring to the brand.

"Three has always been a pioneer in the telecommunications industry and I am confident that its bold approach to marketing and customer engagement will continue to grow from strength to strength in the years ahead.”

One of Halliwell's final jobs was the launch of its 5G brand campaign, she will remain for three months to see the campaign to its conclusion.

Business on the Move Three Marketing

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