De Laat joins this week as head of CRM. He will oversee the mobile network's customer insight, data and loyalty initiatives. The new position includes analysing mobile phone usage patterns to in-form its marketing campaigns, and mailing customers with 'best plan advice'.
De Laat was recently linked with Thomas Cook's top marketing role, which it created to oversee a change in its strategy towards targeting lifestyles rather than marketing specific destinations.
Before joining the holiday operator he was marketing director at smart card company Gemplus.
De Laat's appointment signals an increased determination by O2 to focus on getting maximum value from its existing customer base.
Last November, it hired Christian Taylor from Vodafone to be group customer relations manager, overseeing all four operating countries.
The company last week extended its options for existing customers, which allow them to bolt on extra text and picture messages to their existing price plans. It is being backed with TV ads by Vallance Carruthers Coleman Priest. The options include a monthly package of 400 extra text messages for £16, working out at 4p a message, claimed to be the UK's lowest price for texts.
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