Proximus has hired the Chief Marketing Officer of Canal+ to lead its consumer business unit.

Guillaume Boutin will take up his new role in September and replaces Phillip Vandervoort, who left in February after three years to pursue a new career.

Boutin, who has been CMO at Vivendi-owned Canal+ since March 2015, spent 14 years at French operator SFR, including five years as CMO and nearly four years as CFO.

Proximus CEO Dominique Leroy said: “Agile and with a very strong mix of strategic, financial and marketing experiences in the telecom and the media sectors in France, Guillaume has gained a very deep knowledge and understanding of market dynamics and business models, qualities which will be of utmost importance in his position as Chief Consumer Market Officer.

“I am therefore convinced that his role as member of our Executive Committee as well as head of the Consumer business unit will be of key importance to help us face our challenges and opportunities and continue delivering strong results.”

The Belgium-based operator’s consumer division saw underlying sales rise 1.9 percent to €720 million in the first three months of the year.

Sales were driven by fixed line services, notably data and TV, as mobile revenues declined.

Proximus signed a deal with VICE Media earlier this month to add the company’s youth-focused TV channel to its offering.

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