Russia’s ER Telecom Holding has appointed Ekaterina Lapshina its VP for work in the mass market.
In this position, she will oversee all aspects of working with B2C clients, including products, marketing, service and customer experience development. The key task is to build uniform processes at all stages of the company’s interaction with customers, providing users with a qualitatively new level of customer service.
Lapshina will enter the management board and retain the post of the member of the board of directors of ER-Telecom Holding. She was most recently a member of the supervisory board and co-owner at Rambler, where her achievements included the launch of the OTT service Okko.
Her appointment is expected to herald a shift to B2C at the telco, which operates under the brand names Dom.ru and Dom.ru Biznes.
