Three UK has appointed the former Head of Brand at O2 as its new Chief Marketing Officer.

Shadi Halliwell joins from high-end retailer Harvey Nichols, where she served as Group Creative and Marketing Director for the past three years.

Halliwell worked at O2 UK for over 20 years prior to a move into retailing, where she managed the likes of the mobile operator’s Priority Moments scheme.

According to a statement, Halliwell has been charged with “establishing Three UK as one of Britain’s best loved brands, building on the company’s commitment to always put customers first and shake up the mobile industry for the better”.

Halliwell, who starts her new role on 4 September, replaces Tom Malleschitz who moved into a newly-created role of Chief Digital Officer at Three UK last December.

“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,” Halliwell said.

“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.”

Dave Dyson, Chief Executive of Three UK added: “We are delighted to have Shadi join our team.

“Her experience in building customer-centric brands will be a vital asset to our business as we continue to disrupt the industry and make it better for British consumers.”

According to Brand Finance’s latest ranking, Three is the 11th most valuable telecoms brand in Europe.

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