Virgin Media O2 (VMO2) has appointed Rachel Swift as its new Brand and Advertising Director, succeeding the outgoing Simon Groves.

Swift will assume her new role at the end of September, leaving her position as Chief Customer Officer at rival telecom network Tesco Mobile, where she has been responsible for brand, marketing, customer experience, and customer propositions.

In her new role, Swift will oversee the company’s brand and advertising functions, including brand strategy, loyalty, sponsorships, partnerships and advertising.

VMO2 Chief Commercial Officer, Christian Hindennach, said: “Rachel is already very familiar with Virgin Media O2 given her previous brand and creative role at O2 and our long-running partnership with Tesco Mobile.

“It’s great to welcome Rachel back and we look forward to her bringing a wealth of experience and new ideas to our two iconic brands.”

Before her time at Tesco Mobile, Swift served as O2’s brand and creative director from 2017 to 2020, and she has also held similar positions at John Lewis and Marks & Spencer.

Reflecting on her new role, Swift added: “I’ve loved every moment leading the Customer team at Tesco Mobile during a period of significant change and growth, and I’m proud of what we’ve achieved, taking the brand to new heights.

“Virgin Media O2 is home to two of the UK’s most recognisable brands, each with clear identities and licence to stand out. It’s such an exciting time to join the business and I can’t wait to get started.”