Ash became CEO of giffgaff in 2018 after 5 successful years on the leadership team as CMO. During this period with ownership of Brand, Proposition, CRM, Community & Service he’s been integral in scaling this unique challenger brand into an award-winning player in UK Telecoms.
With over 19 years experience in the Telco industry, Ash cut his teeth in the marketing team that transitioned BT Cellnet into O2, where he was the architect of O2 Treats, one of the propositions that helped catapult O2 into being the market leader.
In 2007 he moved over to Tesco Mobile an emerging ‘pay as you go’ operator. As Head of Marketing he was instrumental in its rebranding, running a series of advertising campaigns that boosted the brands credentials, paving the way for a successful launch into the pay monthly market. With a focus on fair value and service he led a step change in brand consideration fuelling a period of accelerated growth.
When joining giffgaff in 2013, Ash made the decision to take brand planning and creative in-house to authentically share the Brand’s differentiated position of freedom and mutuality. Underpinning giffgaff’s industry leading position on satisfaction and NPS, Ash has established goodybags, giffgaff’s flexible versions of tariffs, as the benchmark for great value and having pioneered ‘work from home agents’ hired directly from the giffgaff member community has created a uniquely successful service model.
At the weekends, he can be seen riding around the Chilterns on one of his beloved vintage Vespas.