Five new c-suite executives have been charged with “stepping up the pace” at France-based Iliad after sales dipped at its fixed-line division in the first three months of the year.

The operator has appointed a new CEO, CFO, CMO, Chief Human Resources Officer and Deputy Corporate Secretary who will implement a revamped sales and marketing approach.

Revenues rose just 0.8 percent year-on-year to €1.2 billion in the three months to 31 March, with sales of fixed services down 1.6 percent on account of “fierce” competition, the loss of 19,000 subscribers and higher VAT rates.

This represents a comparative setback for the company, which has registered stellar growth since launching a mobile offering in 2012.

Group sales rose 5.6 percent in 2017, with landline revenues growing at 3.5 percent.

CEO Maxime Lombardini moves upstairs to become Chairman of the Board and will be replaced by Thomas Reynaud.

Reynaud is joined by Nicolas Jaeger, who moves from Treasurer and Head of Investor Relations to become CFO, and Camille Perrin, who has been given the official CMO title after heading marketing for the past nine years.

Aude Mercier joins as Chief Human Resources Officer, while Shahrzad Sharva, who has been with Iliad for eight years, becomes Deputy Corporate Secretary.

In January Iliad appointed Benedetto Levi to lead its opco in Italy, which, as part of its Q1 financials, the operator said was set to launch imminently.

The new team, which starts work on 21 May, will roll out a range of new initiatives, which Iliad was unusually detailed about outlining.

For example, it is targeting the acquisition of up to 500,000 new FTTH subscribers annually over the next two years – it has 646,000 currently.

The company teased new set-top boxes and offers, a “pro-active loyalty and retention policy”, plus increased segmentation of distribution channels to help it achieve this goal.

The company also plans to accelerate the pace at which subscribers to its €2 per month mobile plan are migrated to higher tariffs.

Mobile sales grew 3.9 percent in Q1 to €531.1 million.

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