European Communications’ CMO of the Year 2016 is Vasyl Latsanych of Russia-based operator MTS.

The award was announced last night (13 October) at an event in London that was attended by CMOs from telcos across Europe.

Latsanych, who has been in charge of MTS' marketing strategy for five years, was chosen as this year's winner by an independent panel of judges.

Nominees were judged against five key criteria: how they have improved their company's brand and customer experience, grown the subscriber base, introduced new products and services, and boosted the top and bottom line.

Latsanych impressed the judges with his transformation of MTS' customer experience, by pushing the marketing team to play a leading role in the company's ongoing LTE rollout, launching a series of digital services and helping to grow revenues on a consistent basis.

Marc Smith, Editor of European Communications and one of the judges, said: "Vasyl Latsanych is a worthy winner of our third CMO of the Year award.

"He ticked all the boxes that the judges were looking for as marketing becomes an ever more important discipline within operators.

"As a member of the MTS management board, Latsanych ensures marketing is a key part of the company's decision making process and overall strategy."

Latsanych said: “I am delighted to receive this award, which is a tribute to everyone at MTS.

"We have transformed the customer experience in the Russian market through our innovative approach to client feedback, including the crowdsourcing of user reviews and interactive mapping of the customer journey.

"This has reinforced the success of our rebranding campaign, increasing our attractiveness to a younger demographic, while maintaining our leadership status among the wider public.”

Latsanych follows Telenor Denmark's Lars Thomsen and Proximus' Ariane Marchant in winning the European Communications CMO of the Year award.

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