Canon e-commerce big gun joins Wileyfox as chief marketing officer of challenger brand

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Former head of marketing Naeem Walji promoted to new position

British smartphone manufacturer Wileyfox has appointed Phillip Driver as chief marketing officer, while former CMO Naeem Walji (pictured) steps up to an unconfirmed position within the vendor.

Walji’s new role was not confirmed by the board when Mobile News went to press. He told Mobile News it will be a hybrid role working closer to the board on strategy, revenue and monetisation.

“This is a step up for me, a great opportunity. From day one I’ve seen this business grow and have been lucky to be a part of almost every area of the business,” he said.

“I want the business to get to a global stage and hit all our key performance indicators and objectives. I want to turn the industry on its head and drive revenue despite a saturated market.” Driver will report directly to chief executive Michael Coombes and will begin his role on November 27.

His duties will include overseeing brand marketing, corporate communications, public relations and e-commerce development. He was previously head of e-commerce EMEA for Japanese electronics manufacturer Canon, since June 2015 (departing Nov 24).

Driver launched 15 European stores during his two-year stint and built up the e-commerce team from two to 26. Prior to this he was head of e-commerce for American video games developer Riot Games from 2013 to 2015 and the producer of competitive e-sports game League of Legends, where prize money pools can hit almost $5 million (£3.8m).

Driver also held senior marketing positions with gaming retailers Gamestation and Shopto.net. Commenting on his new role to Mobile News, Driver said: “It’s an amazing opportunity, it’s a great challenger brand and for me that’s half the fun to take an already established brand and get it to compete in the global market place.

“We’re trying to get to greater scale as soon as possible, we’re working with network partners and retailers. “We’re having successful conversation here, you’ll see a lot of Wileyfox in traditional places for us to go forward.”

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