Ex-Tesco marketing chief to Lycamobile


Lycamobile appoints former Tesco Mobile chief marketing officer Chris Liveing as marketing director

Ethnic market MVNO Lycamobile has appointed Chris Liveing (pictured) as customer marketing director. He joins from Genie Global UK, where he was chief executive.

Liveing was chief marketing officer at Tesco Mobile from 2003-2008, covering its launch as an MVNO on the O2 network and its growth to a base of 1.7 million customers.

Liveing held various positions at O2 also, including the role of general manager of its companion programme from 2001-2003, general manager of marketing at BT Cellnet from 1997-2001 and head of marketing at Cellnet from 1992-1995.

Lycamobile chief executive Milind Kangle said: “We will continue to make the right investment in people to ensure that we benefit from industry best practices and achieve our mission of being the benchmark international MVNO.”

Lycamobile said Liveing is tasked with delivering a “range of strategic customer marketing initiatives with his broad customer experience and customer management expertis”.