Ariane Marchant, Chief Marketing Officer at Proximus, has been crowned European Communications CMO of the Year for 2015.

Marchant with was chosen by an independent panel of judges that included the 2014 winner, Telenor Denmark’s Lars Thomsen.

All the judges, who included executives from Amdocs, AsiaInfo, Brand Finance, Fujitsu and KPMG, were impressed by the completeness of Marchant’s achievements.

A notable success for Marchant (pictured above with European Communications Editor Marc Smith) was the re-branding of the Belgium-based operator from Belgacom to Proximus.

The company unveiled the new brand in October last year, nine months after beginning the project and with a budget of just €20 million.

Marchant led the rebrand and created roadshows to gain the support of employees during this critical period.

Further, she championed the launch of a digital app for customers to manage their subscriptions and made the technical assistance hotline for Proximus into a seven-day service that stayed open until midnight.

Over half a million subscribers were proactively contacted to review their subscription, which led to a three percent reduction in mobile blended churn and a 2.4 percent increase in the number of households subscribing to two or more services.

In close collaboration with the product team, she helped launch a Netflix offer among other initiatives that contributed toward pushing fixed revenues up 2.5 percent in 2014.

All this activity enabled Proximus Group to up its guidance for underlying revenues to two percent and EBITDA to between 3-5 percent for 2015 as a whole.

CMO2

Marchant receives her award from CMO of the Year award sponsor Amdocs.

European Communications launched the second annual award in June.

Nominations were gathered during the summer, before the judging panel convened in September to draw up a shortlist and decide on a winner.

The nominations were judged against five criteria – brand, customer experience, customer retention/growth, new products/services and contribution to the top and bottom line.

Videos of the awards dinner, including an interview with Marchant, will be available to view later this week.

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