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The mobile operator is splitting its marketing department into two: one half dealing with new product development and the other with marketing.

Current head of consumer marketing Sally Cowdry will take on Shaw's responsibilities, as marketing director in charge of the marketing directorate, while Shaw takes on the new title of director of capability and innovation.

The changes will take effect from the end of this month. Customer director Cath Keers will deputise for Cowdry, who is on maternity leave until August.