Mobile phone giant Vodafone is setting up a global business division to oversee its marketing.

In what is billed as a joint decision between outgoing ceo Sir Christopher Gent and his replacement Arun Sarin, the group has appointed a chief marketing officer to head the new unit and represent marketing at board level.

This new role will go to Peter Bamford, presently ceo of Vodafone’s business in north Europe, the Middle East and Africa. Bamford will take up the role next month and answer to group chief operating officer Julian Horn-Smith.

The new division will lead and co-ordinate all marketing operations as Vodafone pursues a global brand identity. This includes developing products, managing content and handling worldwide accounts. A similar global division has also been set up to oversee group technology.

“In the last two years very considerable progress has been made in the establishment of a global brand and the development of new products and services,” commented Gent. “It is now time to move to the next stage of the evolution towards a highly customer-focused and operationally efficient business.”

Bamford’s initial challenges include the launch of third-generation mobile phones.

Data sourced from: multiple sources; additional content by WARC staff