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Cell C Boosts Executive Team with Melanie Forbes as New CMO, Driving Innovation and Customer-Centricity

Monday, 31 July 2023

Cell C is excited to announce the appointment of Melanie Forbes as Chief Marketing Officer (CMO), effective August 1, 2023. Forbes will be a key addition to the executive team, leveraging her impressive track record and strategic expertise to drive the company's marketing efforts and brand transformation.

She brings over 25 years of invaluable experience in the Telecommunications, IT, and Consumer Electronics industries, having worked with brands such as Philips, NetFlorist (NetActive), Siemens, Nokia (NSN), and most recently Vodacom. Her extensive background spans both B2B and B2C markets across various African markets.

During her almost 15-year tenure at Vodacom, Forbes held key executive positions, demonstrating her ability to drive impactful initiatives in Commercialization, Governance & Operationalization, Products & Services, P&L Management, Regional Operations, Brand Management and Marketing. She played a pivotal role in shaping the brand's strategy and she was instrumental in the rebranding efforts from blue to red. In her most recent role as the Managing Executive for Consumer Marketing, Insights & Research, she was the driving force behind the impactful and successful summer campaigns as well as the development of segmented propositions that drove growth across consumer segments. Melanie's passion to improve people's lives through harnessing the power of technology to solve consumer problems, using human-centric design, and employing behavioural science principles to inform the shaping digital ecosystems led to the development of various digital platforms that positively impacts people lives today.

Jorge Mendes, CEO of Cell C, expressed his excitement about Forbes joining the team, stating, "We are thrilled to welcome Melanie as our CMO. We have solid plans to drive sustainable, profitable growth and her proven leadership, strategic acumen, and deep understanding of the industry will be instrumental in the implementation of innovative marketing plans to elevate our brand."

Forbes enthusiastically expressed her eagerness for the opportunity, stating, " I am excited to be part of the team spearheading the brand's repositioning, putting customers at the heart of everything we do, and returning the company to growth and profitability. I look forward to making a meaningful impact in the lives of South Africans by harnessing the power of technology."

Her educational achievements include qualifications from prestigious institutions such as Harvard for the Senior Executive Programme, INSEAD, and GIBS for Strategy. She holds a bachelor's degree in psychology and communications from UNISA, a Certificate in Marketing Management from WITS Business School, and a Brain-Based Coaching certification from the Neuroleadership Institute.

Forbes' appointment as the Chief Marketing Officer underscores Cell C's commitment to strategic growth, customer-centric initiatives, and brand transformation. The company anticipates that her leadership will play a vital role in shaping the future of the organization.

Melanie Forbes

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