Telkom has appointed brand strategist and marketing expert Enzo Scarcella as chief marketing officer to assist with the company’s brand transformation and in response to changing consumer behaviour.
Scarcella would join the company from rival Vodacom, where had had occupied the position of managing executive of marketing for the last five years, overseeing the telecommunications giant’s brand migration from blue to red.
The Harvard graduate had also previously managed the marketing activities of several prominent South African brands, including Castle Lager, M-Net and Edgars.
Telkom Group CEO Sipho Maseko said the appointment gave further impetus to the group’s effort to renew its top leadership team.
“The priorities we have set ourselves require us to attain the highest level of proficiency in actions such as investing in and repositioning the brand, shaping the company’s public profile, understanding customer needs and responding to changing customer behaviours,” he commented.
The Telkom head added that Scarcella would be responsible for spearheading these and other initiatives, including strengthening the company’s marketing efforts by developing strategies that would lead to increased awareness and uptake of its offerings.
“I have watched with keen interest the changes at Telkom over the past few months and I look forward to now being a part of the company’s transformation journey. The Telkom brand holds great promise and I am committed to bringing out the best that it has to offer,” said Scarcella.