Virgin Media O2 raids Tesco Mobile for new ad chief

Virgin Media O2 has found a successor for brand and advertising director Simon Groves, who is leaving after nearly 25 years with O2, luring Tesco Mobile’s chief customer officer to the role.

Rachel Swift will take up the position from the end of September, returning to O2, where she was brand and creative director from 2017 to 2020 until she joined Tesco Mobile.

Prior to that, Swift held two head of marketing roles at John Lewis, initially for fashion and beauty and then brand. She also spent eight years at Marks & Spencer.

At Virgin Media O2 Swift will oversee brand strategy, loyalty, sponsorship and partnerships, and advertising, reporting to chief commercial officer Christian Hindennach.

He said: “Rachel is already very familiar with Virgin Media O2 given her previous brand and creative role at O2 and our long-running partnership with Tesco Mobile.

“It’s great to welcome Rachel back and we look forward to her bringing a wealth of experience and new ideas to our two iconic brands.”

Swift added: “I’ve loved every moment leading the customer team at Tesco Mobile during a period of significant change and growth, and I’m proud of what we’ve achieved, taking the brand to new heights.

“Virgin Media O2 is home to two of the UK’s most recognisable brands, each with clear identities and licence to stand out. It’s such an exciting time to join the business and I can’t wait to get started.”