Alfredo Garicoche, General Manager Broadband Acquisition – BT

Alfredo is currently responsible for the development and delivery of marketing campaigns to acquire new customers onto BT Total Broadband, BT Infinity and BT Vision services, with full ownership of marketing budget and sales volumes. Last year this implied the acquisition of over 1.3 million customers across all three products, delivering insightful creative and a consistent brand experience through traditional and innovative channels.

Previously to this role, Alfredo was ‘Head of Planning’ where he was responsible for the planning, forecasting, budgeting and tracking of BT’s consumer business. This included integrating marketing, commercial and operational strategies and facilitating their delivery consistently across the consumer unit. Alfredo joined BT in 2005 as ‘Head of Voice over IP’ where he developed and launched BT Broadband Talk, a UK’s major VoIP service at the time.

Before joining BT he completed an MBA at the University of Michigan, focusing on Marketing and Corporate Strategy. His previous work experience includes roles at Borders Group in the US as Manager of International Initiatives, and at Telefonica Argentina.