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Three UK has announced the appointment of Katrina Ward-Smith as director of brand and marketing communications.

She adopted the position in the interim earlier in 2018 before taking on the role full time this week. She was tasked with the strategic direction of the brand and oversaw it taking on a new market position. 

She joined the company from Telefónica, where she worked on the O2 brand for eight years. Ward-Smith reports to chief marketing officer Shadi Halliwell. 

Halliwell said: “We are delighted to welcome Kat permanently to the team. Her experience will be a vital asset to our business as we continue to work towards becoming a truly customer-centric brand.”

Ward-Smith added: “Having worked in the industry for many years I’ve long admired Three’s disruptive approach as a challenger brand. I am thrilled to be joining such a bold, creative team and I enjoy the agile pace at Three. I am looking forward to working with the talented team we have in place and to push the boundaries to move the business forward in new and exciting ways.”

Earlier this year Ward-Smith spoke to The Drum about virtual pet the Puggerfly. Months later the brand launched a new campaign and strapline championing mobile phones. Mobile carrier Three has carved out new brand purpose – Halliwell said 'Three The Fun' will help it resonate with UK audiences and re-establish it as a challenger brand.