Branchflower, former marketer at video-on-demand service HomeChoice and BT Cellnet, said her role was to spearhead 3's consumer pricing propositions and promotions. She reports to Graeme Oxby, who has been installed as interim marketing director.
Oxby's move follows strategy and marketing director Lisa Gernon's decision to invoke a clause in her contract allowing her to revert to her initial position as a consultant (Marketing, May 22). The move takes effect from next week.
Although 3 is understood to have sold just 20,000 handsets since they became available in March, it has stuck adamantly to its target of selling one million by the end of the year.
Branchflower will lead 3's efforts to identify consumer strands and develop strategies to target new audiences and build revenue from existing subscribers.
She left HomeChoice operator Video Networks as head of marketing at the start of the year, but has not been replaced.
Her arrival comes during a turbulent month for Britain's maiden 3G phone network. Daily management of the firm in the UK has been shifted from chief executive Colin Tucker to his Italian counterpart, Bob Fuller, who is in the process of recruiting a full-time marketing director.
3's Italian operation outperformed the UK, shifting 50,000 handsets in its first month. 3's advertising is created by TBWA/London.