Orange loses global marketing chief

by Gareth Jones, Revolution UK 18-Nov-08, 12:11

LONDON - Orange's most senior global marketer has left the mobile network operator after less than two years in the job, Revolution can exclusively reveal.

Jonathan Morley joined Orange in May 2007 in the role of group vice president of brand, with responsibility for managing the company's brand architecture and international marketing strategy. He replaced Niall O'Keefe, who left to join PC World.

Morely was instrumental in the launch of Orange's recent £30 million brand campaign to reposition the mobile network operator under the ‘Together we can do more' strapline.

Prior to joining Orange, he worked at Unilever where he was responsible for developing and managing global brands. More recently Morely also worked at MEAT, a management consultancy specialising in brand strategy.

It is not known if he has another job to go to.

Morely's departure will not impact on Orange's plans to give digital a central role in its marketing strategy.

Morely has been replaced by Séverine Legrix de la Salle as the head of the Brand division.

She joined Orange in 2003 as head of the brand and commercial communications before being appointed vice president sponsorship, corporate programmes and events of the Group in 2006.

Speaking at the Revolution Forum yesterday, UK brand manager Justin Billingsley revealed that Orange will eventually transfer 100% of its business online. He claimed the transition to digital is "inevitable" and said that Orange is plans to invest heavily in ensuring it is at the forefront of online innovation.