MADRID, 14 Jun. (EUROPA PRESS) -
Telefónica has created the figure of the marketing director (chief marketing officer) at a global level, which will be played by the current general director of the devices area, Marieta del Rivero, who will report directly to the CEO, José María Álvarez Pallete.
Marieta del Rivero, who joined Telefónica in September 2011 from Nokia, where she was vice president for the account of the Spanish multinational, until now depended on the Global Resources area, directed by Guillermo Ansaldo.
From his new position, Del Rivero will be in charge of directing all commercial areas related to product, service, channels, terminals and prices policies, as well as those related to advertising and branding.
The board will report directly to the CEO of Telefónica, José María Álvarez Pallete, which, according to the company, is a "empowerment for the correct execution of its policies".
In addition, Telefónica has approved other changes in the organization to reinforce its "digital" vision. Thus, Telefónica Global Solutions, integrated in the Global Resources division, will also enroll in the CEO area to face the "growing complexity" of a market of companies that is increasingly adopting digital solutions. Juan Carlos López-Vives remains at the head of this direction.
The Spanish multinational has also created the Directorate of Transformation and Commitment, headed by María García-Legaz, who maintains her current functions as head of the President's Cabinet. This area will be responsible for ensuring the execution and monitoring of the objectives of Telefónica's transformation plan towards a 'digital telco'
This direction will be integrated into the strategy and Alliances area, directed by Eduardo Navarro, which reports directly to the president, César Alierta.
In this way, Telefónica has approved a series of changes in the organization, which reinforce its vision of facilitating the "best customer experience" in the telecommunications market, explained the firm.
For the company, the digital world is "opening new opportunities" of business and these will "materialize" to the extent that companies are able to know and anticipate the new demands and needs of customers and transform their structures in accordance with this objective.
