BT Retail centralises marketing with new appointment

by staff Marketing 19-May-08, 14:14

LONDON - Matthew Dearden has been named marketing director for BT Retail's Consumer division, reporting to John Petter, managing director of BT Consumer.

Dearden will lead a new central marketing team that will focus on customer needs and improved integration of campaign planning and execution.

He will assume overall budgetary responsibility for consumer marketing and will manage relationships with BT's creative and media agencies moving forward. Dearden said: `We will be tightly coordinating our marketing activity across calls and lines, broadband, and mobility and devices. Customers want to deal with "one BT".'

Dearden's former role at BT was director of Voice Services & Devices. His previous roles include CEO of BT Directories and general manager of BT's voice assistance services. Before joining BT, Matthew was Director of Telephony at Telewest Broadband, where he also worked on interactive television, having previously been a brand manager at Procter & Gamble.