Pablo Arrojo-Garcia
Marketing & Commercial Leader @ CityFibre | Driving Telco, Consumer Electronics & Fintech Growth
I drive growth at CityFibre through data-driven go-to-market strategies and close engagement with our ISP partners up to C-suite level.
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As the Global Head of Commercial for Fintech at Vodafone, I lead a global team of 11 across European geographies to achieve revenue targets of €150m+ and improve customer retention and satisfaction. I also spearheaded the launch of Smart Home and Tech propositions at Vodafone Smart Tech, driving over 500k sales in the first year since launch. I have a proven track record of launching new products and services globally, leveraging my expertise in online marketing, CRM, product marketing and channel management - with over 15 years of experience in the Telco, Consumer Electronics and Financial Services sectors. I founded and managed an e-commerce start-up, applying my entrepreneurial mindset and business acumen. I am passionate about innovation, change management, and digital transformation, and I hold an MBA from ETH Zürich and a Squared Online certificate in digital marketing. My mission is to create value for customers and stakeholders by delivering solutions that meet their needs
GTM Index
- CITYFIBREJOB
- Head of PMM & GTM1Y 8M
Head of Product Marketing & Go-to-Market
CityFibre
Responsible for go-to-market and in-life engagement strategy. Led re-launch of Ethernet propositions to achieve record monthly net-adds. Drove the launch of market-leading Multi-Gig FTTP propositions. Introduced new change management governance to manage in-life engagement with key B2BC and B2B2B partners
- VODAFONEJOB
- Head of GTM & Commercial -…2Y 7M
Head of Go-to-market & Commercial - Insurance
Vodafone
Led a global team of 11 product and commercial managers across European geographies to achieve revenue targets of €150m+ for device insurance. Developed proposition pricing roadmap to achieve customer growth of 10%+ and record attach rates in lead markets. Built a new retentions strategy to rebalance the focus of the business from acquisitions-only to a full lifecycle and retentions management approach, reducing churn by over 10pp as a result. Worked closely with tech and underwriting partners to ensure compliance throughout new product, pricing and promo activities, including boosting adoption of AI-powered claim journeys.
- Principal Mgr People Skill…1Y 3M
Principal Manager People Skills - Digital Transformation
Vodafone
Headed a team of experts to create training content and revamp the Vodafone Marketing Academy globally, with focus on Segment Marketing, Digital Marketing, and Brand Strategy
- Principal Product Mgr Roam…1Y 7M
Principal Product Manager Roaming & International Emerging Markets
Vodafone
Responsible for commercial performance in the Africa, Middle East, and APAC region for Roaming and International, developing new propositions and GTM to achieve €200m P&L targets
- Product Mgr - Data Roaming1Y 2M
Product Manager - Data Roaming
Vodafone
- Project Mgr5M
Project Manager
Vodafone
- Graduate Programme1Y 11M
Graduate Programme
Vodafone
- Product Mgr - Network & Se…5M
Product Manager - Network & Service Enablers
Vodafone
- Development Eng - Voice &…5M
Development Engineer - Voice & Messaging Platforms
Vodafone
- Operations Eng - Signallin…5M
Operations Engineer - Signalling Network
Vodafone
- VODAFONE INNOVATION ECOSYSTEMJOB
- Global Head of Growth & Lo…2Y 6M
Global Head of Growth & Loyalty - Consumer IOT
Vodafone Innovation Ecosystem
Led a team of 6 product managers and data scientists to transform the way Smart Tech products are marketed to >60m Vodafone customers in European markets through the introduction of Big Data segmentation to identify top prospects amongst the Vodafone base. Improved activity rates within the Consumer IoT base by over 10pp through the introduction of an new engagement and retentions strategy and always-on CRM tool, reducing churn to 1/3 of initial levels and improving customer satisfaction by over 10pp
- Principal GTM (GTM) Mgr -…2Y 3M
Principal Go-to-Market (GTM) Manager - Consumer IoT
Vodafone Innovation Ecosystem
Led the design and execution of the go-to-market strategy for the global launch of 15 Consumer IoT products ranging from kid’s watches to home security solutions across 6 European markets. Managing launch budget >25€m to drive sales across retail, global e-commerce platform and Amazon channels. Executed launch plans working in partnership with a team of 8 local product managers and external partners
- JAMON COMPANYJOB
- Co-founder & Managing Dir2Y 5M
Co-founder & Managing Director
JAMON COMPANY
Defined e-commerce processes, logistics, and marketing strategies, resulting in a successful launch of the Jamon Company's e-commerce platform and B2B operations within six months of inception to bring the best of Spanish fine foods to customers in the UK
- EEJOB
- Ethnic Segment Proposition…3Y 5M
Ethnic Segment Propositions Manager
EE
- ORANGEJOB
- Customer Experience and Ba…1Y 8M
Customer Experience and Base Management
orange
- UNAXIS AGJOB
- Market Analyst - Corporate…5M
Market Analyst - Corporate Development
Unaxis AG
- RETEVISION AUNA - BUSINESS SERVICESJOB
- Assistant Product Mgr - Vi…10M
Assistant Product Manager - Virtual Private Networks
Retevision Auna - Business Services
- Job: CityFibre — Head of Product Marketing & Go-to-Market · 2024-12 – present — Responsible for go-to-market and in-life engagement strategy. Led re-launch of Ethernet propositions to achieve record monthly net-adds. Drove the launch of market-leading Multi-Gig FTTP propositions. Introduced new change management governance to manage in-life engagement with key B2BC and B2B2B partners
- Job: Vodafone — Head of Go-to-market & Commercial - Insurance · 2022-05 – 2024-12 — Led a global team of 11 product and commercial managers across European geographies to achieve revenue targets of €150m+ for device insurance. Developed proposition pricing roadmap to achieve customer growth of 10%+ and record attach rates in lead markets. Built a new retentions strategy to rebalance the focus of the business from acquisitions-only to a full lifecycle and retentions management approach, reducing churn by over 10pp as a result. Worked closely with tech and underwriting partners to ensure compliance throughout new product, pricing and promo activities, including boosting adoption of AI-powered claim journeys.
- Job: Vodafone Innovation Ecosystem — Global Head of Growth & Loyalty - Consumer IOT · 2019-10 – 2022-04 — Led a team of 6 product managers and data scientists to transform the way Smart Tech products are marketed to >60m Vodafone customers in European markets through the introduction of Big Data segmentation to identify top prospects amongst the Vodafone base. Improved activity rates within the Consumer IoT base by over 10pp through the introduction of an new engagement and retentions strategy and always-on CRM tool, reducing churn to 1/3 of initial levels and improving customer satisfaction by over 10pp
- Job: Vodafone Innovation Ecosystem — Principal Go-to-Market (GTM) Manager - Consumer IoT · 2017-06 – 2019-09 — Led the design and execution of the go-to-market strategy for the global launch of 15 Consumer IoT products ranging from kid’s watches to home security solutions across 6 European markets. Managing launch budget >25€m to drive sales across retail, global e-commerce platform and Amazon channels. Executed launch plans working in partnership with a team of 8 local product managers and external partners
- Job: Vodafone — Principal Manager People Skills - Digital Transformation · 2016-02 – 2017-05 — Headed a team of experts to create training content and revamp the Vodafone Marketing Academy globally, with focus on Segment Marketing, Digital Marketing, and Brand Strategy
- Job: Vodafone — Principal Product Manager Roaming & International Emerging Markets · 2014-07 – 2016-02 — Responsible for commercial performance in the Africa, Middle East, and APAC region for Roaming and International, developing new propositions and GTM to achieve €200m P&L targets
- Job: JAMON COMPANY — Co-founder & Managing Director · 2012-02 – 2014-07 — Defined e-commerce processes, logistics, and marketing strategies, resulting in a successful launch of the Jamon Company's e-commerce platform and B2B operations within six months of inception to bring the best of Spanish fine foods to customers in the UK
- Job: EE — Ethnic Segment Propositions Manager · 2008-08 – 2012-01
- Job: orange — Customer Experience and Base Management · 2006-11 – 2008-07
- Job: Vodafone — Product Manager - Data Roaming · 2005-08 – 2006-10
- Job: Vodafone — Project Manager · 2005-03 – 2005-08
- Job: Vodafone — Graduate Programme · 2003-09 – 2005-08
- Job: Vodafone — Product Manager - Network & Service Enablers · 2004-09 – 2005-02
- Job: Vodafone — Development Engineer - Voice & Messaging Platforms · 2004-03 – 2004-08
- Job: Vodafone — Operations Engineer - Signalling Network · 2003-09 – 2004-02
- Job: Unaxis AG — Market Analyst - Corporate Development · 2002-05 – 2002-10
- Job: Retevision Auna - Business Services — Assistant Product Manager - Virtual Private Networks · 2000-11 – 2001-09
- School: Squared Online — Squared Online, Digital Communication and Media/Multimedia
- School: ETH Zürich — Unitech International MBA, Business & Innovations Management
- School: Universitat Politècnica de Catalunya — MSc, Telecommunications Engineering
Skills
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