Salmon (pictured) joined O2 (Telefonica) in 2013, initially as head of research insight, before becoming head of insight a year later.

In her new role, she will be responsible for designing and co-ordinating the company-wide customer strategy and building a suite of activities, products and offers to improve retention, grow value and create o2 brand loyalty. These will include data-driven interventions and benefits.

Prior to joining Telefonica, Salmon spent the majority of her career at BT where she held a number of roles, culminating in senior consumer insight manager.

Salmon said of her new role: “I think it’s an unusual opportunity for an insight person as we tend to stay within a functional specialism. In my insight role I have been developing our segmentation and now I get to embed it in what we offer to customers.

“As head of insight I built a deep understanding of customers and the market. All good insight folks who want to drive action sometimes feel the frustration of being able to influence but not ultimately deliver that action. The opportunity to deliver what we want to achieve and embed insight at the heart of marketing was too exciting to turn down.”

No replacement has yet been announced for the head of insight role.