KPN has announced the appointment of Frank van der Post as its new Chief Commercial Officer.

van der Post, who will take up his new role on 1 March next year, joins from British Airways where he has been responsible for brand and customer experience since 2011.

The CCO is a new one for KPN, and the operator will be forced to gain approval from shareholders over the amount of money it is paying van der Post.

Alongside a basic salary of €700,000, van der Post is due to receive €1.2 million compensation in cash and shares that he is forfeiting by leaving the airline.

KPN said the latter type of compensation was not foreseen in KPN’s remuneration policy, meaning shareholders must approve the appointment.

Jos Streppel, Chairman of the Supervisory Board at KPN, said: “We are pleased to present Frank van der Post as our Chief Commercial Officer. We have conducted a thorough review of candidates and found him the best person to assume the newly created role of CCO and to further strengthen the management team.

“Frank combines extensive global commercial leadership with online experience, where brands and customer loyalty are of the essence, and has demonstrated a consistent track record of accomplishment in different premium service industry environments."

The appointment of an exec from outside the telecoms industry is a topic that was widely discussed during European Communications’ inaugural CMO of the Year award last month.

Operators are keen to employ “fresh blood” as they battle digital players for the hearts and minds of consumers.

[Click here to watch videos from the CMO of the Year awards dinner]

van der Post has a huge job on his hands at his new employer.

KPN continues to struggle financially. Its most recent financial results, for the three months to September, revealed it made a loss of €76 million on revenues that fell four percent to €1.9 billion.

It also announced a bond tender of up to €2 billion as it attempts to reduce debt that increased by 7.3 percent to €10.3 billion in Q3.

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