Batchelor quits Orange for top Royal Mail marketing role

By Ben Carter, Marketing, 19 April 2005, 05:55PM

LONDON - Alex Batchelor, Orange's global brand chief, has quit the mobile phone giant to join the Royal Mail as its top marketer.

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In his new role as marketing director, Batchelor will replace Paul Rich, who was told in September last year that he was being removed from his position because the organisation wanted a more commerically orientated marketer.

He will be charged with reversing the poor public image of the Royal Mail and for raising its profile ahead of deregulation of the postal market at the start of next year, which is expected to lead to a flood of new entrants.

Batchelor who was joint managing director of Interbrand before joining Orange four years ago, will report to chief executive Adam Crozier who is spearheading Royal Mail's turnaround.

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