Ethnic market MVNO Nomi Mobile has created three new roles in its marketing team.
Nomi Mobile head of sales and marketing Robert Ashcroft was previously at record label Sony, where he worked for eight years, most recently as senior executive for network services.
He was responsible for the launch of the Vodafone music service in 13 countries.
Wholesale sales manger Sital Khona previously worked at calling card company IDT. Marketing executive Allie Westlake joins from software company Logica.
Ashcroft said that the company had not allocated as large a marketing budget as its ethnic MVNO competitors (such as Lebara and Lycamobile) but said that its focus would be on more targeted campaigns with local media.
Nomi Mobile, which runs off the Vodafone network in the UK via a wholesale deal with BT, would also reach local ethnic communities through distribution channels.