Edward Goff Email & Phone Number

Dubai, Ae

Dubai, United Arab Emirates

Dubai, United Arab Emirates

Accountable for the commercial strategy and direction, channel strategy, pricing strategy, budget, forecasting and performance management (P&L) and roadmap design and execution across EITCs three brands - Du, Alo and Virgin Mobile - Consumer and Enterprise segments.

London, England, United Kingdom

Digital Boost works with Governments and Businesses to help small businesses and charities learn digital skills to help them survive and lead the UK to economic recovery. The Digital Boost platform matches people working for and leading small businesses and charities with volunteer digital business experts. Support is delivered through 1:1 mentoring calls, interactive webinars and online resources.

London, United Kingdom

Accountable for P&L performance (5bn) of EE business (proposition development and in-life management - PAYM, PAYG, Service, Network (4G, 5G, Wi-Fi), Broadband (fixed / mobile), TV & Content), portfolio management, commercial management & pricing, customer life cycle management, marketing experience, marketing planning). (£5.5bn revenue, 20m customers)Led the reorganisation and people integration, building the EE Marketing team maintaining engagement and execution focus. Achieved the highest Leadership, Management and Engagement scores in Consumer Marketing. Designed and published a ‘resilience program’ to support the team through the COVID-19 crisis.Developed and communicated the 5-year strategy for EE.Launched Smart Plans with ‘Swappable Benefits’, a new range of premium tariffs, unique in the market, offering great value for money whilst increasing customer revenue – winner Most Innovative Service, Mobile News 2020; winner Best Innovation, Mobile Industry Awards 2020.Lead the launch of 5G for BT Consumer across marketing, technology, network, distribution, with EE first to market, #1 5G market share.Led the new EE broadband market repositioning including 30-day contracts, a unique landline free broadband with a differentiated smart Wi-Fi hub and customer app proposition and a new converged pricing structure.Led the Consumer team in preparing the FTTP roll out strategy to inform the Openreach 20m premises roll out.Launched Unlimited, driving value both in acquisition and upgrade enrichment, underpinning #1 Europe for iPhone.

London, United Kingdom

Accountable for P&L performance of the mobile business (Pricing & Commercial Strategy, Pay Monthly Propositions (inc Network and Roaming), Pay As You Go Propositions, Mobile Experience, Analytics and CLM). (£4.5bn revenue, 15m customers)Increased team engagement through a focus on creating a culture based on strategic ability and commercial delivery, a clear engagement and training program and the implementation of significant change in our ways of working (RACI, agile processes, job share, part time work, gender diversity).Set out the three year strategy for EE Mobile to maximise market share and address key value for money perceptions across all segments. deliver a word class CLM capability and key customer service and experience improvements. Delivered key propositions including Family, the new iPhone, Flex (30 day, no commitment plan), Data Rollover on PAYG, Upgrade Anytime, Data Gifting, BT Sport Large Screen and Enjoy (superfast delivery and set up). Designed the new proposition and commercial framework for the launch of handset financing.Delivered the Service strategy for EE Mobile, creating a framework across showcase service propositions, plan features and benefits, activation and execution and key customer journeys.Created the #1 Network program to ensure EE maximises its strategic network advantage through a dedicated program of customer communication (Root Metrics 5 years in a row) and experiences (Boosts).Delivered the Pay Monthly CLM transformation – data, analytics, predictive models, channel execution..

London, United Kingdom

Accountable for EE's, Orange and T-Mobile PAYG P&L performance. Accountable for EE's MBB / Tablet and connected devices P&L performance. (£600m revenue, 5m customers)Delivered the Pay As You Go CLM transformation – data, analytics, predictive models, channel execution.

London, United Kingdom

Accountably for the delivery of the revenue synergy project generated by the takeover across the EE and BT brands - all mobile, broadband and content propositions. Various strategic projects.

Sydney, Australia

Led the executive team across marketing, content (TVOD, SVOD), technology, business improvement & transformation, New Zealand, DVD distribution and operations | full P&L accountability.New brand strategy including core purpose, values, brand pillars, tone of voice and creative platform.Revised subscription content strategy with marketing alignment, developing a competitor response for Netflix and Stan including an affiliate deal with Foxtel.Cost transformation program reducing operating expenses by 40% including insourcing of customer service and improved return on investment from marketing spend.New partnership strategy focusing on tier 1 partnerships driving customer subscription volume.Transformation of the DVD business, including data analytics, improving profitability and cash generation.

Sydney, Australia

Accountable for revenue and margin (profit & loss) | brand strategy and management | customer insights and market research | marketing strategy | business and consumer segmentation and planning | product management | customer value management | marketing communications. ($25bn revenue)Completed a 3 Fuel Strategy including the presentation to the board.

North Sydney

Full profit and loss accountability for the Consumer Business Unit (Prepay and Postpay handset & MBB). ($2.8bn, 5m customers)Post the 2011 network crisis as a member of the Executive Transformation Committee completed the 3-year business turnaround plan, demonstrating to shareholders the turnaround in the Australian market. Repositioned the brand, new network investment plan, retail strategy and cost transformation program. Launched Vodafone Red – from voice of the customer, insights and research by segment product solution design, channel design, customer experience.Launched 4G maximising our spectrum position to claim a “fastest 4G” positioning.Re-established prepay value for money position in market with the launch of new Freebies and Daily Caps products, following tight commercial management to maximize ARPU and minimize customer investment.

Sydney, Australia

Accountable for the sales & marketing with full profit and loss accountability for the prepay segment. ($800m revenue, 1.3m active customers)Lead the team to prepare the annual and 3-year plan to Transform Prepay; working with Vodafone India including presentations to the shareholders the key focus was reestablishing value for money for customers and improving commercial performance. Led the team to deliver the sales, revenue and contribution margin results for Q4 2011 to Q2 2012, returning the active customer base to stabilization (after 2 years of decline) and improved NPS from -19 to -8.Improved our commercial position through the removal of long-term customer discounts, price rises and focusing commissions on recharge not activation.

Sydney, Australia

Accountable for business market (SoHo, SME, Corporate, Global Customers and Machine 2 Machine) | full P&L | product development, strategy & planning, segmentation and customer management. ($300m revenue, 1m customers)Project Scarlet - the brand migration from Three to Vodafone. The end to end program across brand, distribution, contact centres, props - all touch points.Member of the Brand Recovery Steering Committee with oversight for all activities, internal and external required, recovering the Vodafone brand.

Sydney, Australia

Accountable for all product management across the prepaid, postpaid, mobile broadband, business and roaming lines of business for the “3” and “Vodafone” brands | product development | strategy & planning | segmentation and customer management. ($4bn revenue, 3m customers)Executive Sponsor for the PIE prepaid billing platform deployment including the removal of all legacy caps and plans from market.

Sydney, Australia

Accountable for consumer segment P&L. Lead the consumer segment strategy, all product and services management (prepay, post pay, mobile internet and data), pricing, devices and go to market strategy. ($2bn revenue, 2.5m customers)Led the Marketing work-stream through the integration following the announcement of the merger between Hutchison and Vodafone.

Sydney, Australia

Accountable for the business, wholesale and roaming segments.Resigned AAPT and Macquarie Telecom MVNO deals and launched Crazy John’s to launched MVNO.

Melbourne, Australia

Accountable for Vodafone's business performance in Victoria & Tasmania.Accountability for the national Retail channel.Launched the first eCommerce site for Vodafone.

Melbourne Area, Australia

Reporting to the CEO Australia with full accountable for corporate strategy, brand management and communications, segmentation, pricing, customer value management, consumer and business product development and management.Delivered the three year strategy for Australia including strategic resource allocation and investment.Managed and directed the full review of the brand in Australia constructing a new brand proposition. Led and directed the negotiation team to reconstruct the Fly-Buys Joint Venture between National and Coles Myer (CML).

London, United Kingdom

Kitbag.com, Edison Interactive Music and Edison Interactive Broadcast from start up to second round capital investment. Brand management, suppler management, sales, on-line and digital marketing, warehousing and distribution, operations, recruitment, share sales, disposals and insolvency.

London, United Kingdom

Led the bid team to complete the acquisition from Cable & Wireless of TradeUK, facilitating overseas trade opportunities for UK businesses.Ran the ongoing TradeUK operation on behalf of the UK government.

London, United Kingdom

Clients in the UK and Europe including British Rail, Budweiser and British Gas.

Stanford Executive Program, Stanford Executive Program, Graduated

Leadership And Strategy

Huawei / ESCP - Leadership in a Digital Tech Driven World

Digital Strategies For Business

Economics (Ba Hons), Economics, 2:1