Virgin Media O2 has named Rachel Swift as its new brand and advertising director. Joining from Tesco Mobile, she replaces the outgoing Simon Groves.

Taking up the new role from the end of September, she jumps ship from rival telecom network Tesco Mobile where she is currently chief customer officer and is responsible for brand, marketing, customer experience and customer propositions.

Her new remit at Virgin Media O2 will see her oversee the firm’s brand and advertising functions including brand strategy, loyalty, sponsorship and partnerships, and advertising.

“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,” Virgin Media O2 chief commercial officer, Christian Hindennach said.

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“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.”

Prior to her time at Tesco Mobile, Swift had worked as O2’s brand and creative director from 2017-2020. She also held similar roles at both John Lewis and Marks & Spencer.

Swift herself 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.”