Vodafone Spain has appointed Esther Colmenarejo director of its digital unit and new lines of business, effective April 1.
Colmenarejo will form part of the Executive Committee of Vodafone Spain, reporting to the CEO, Colman Deegan. She joined Vodafone in 2017 and since May 2019 she has led the digital transformation of the operator’s customer service.
Among her main achievements at Vodafone Spain is the creation of a digital ecosystem integrated with artificial intelligence through the MiVodafone app stands out, which is already the preferred option for customers to manage their relationship with the operator.
In addition, she has promoted the ToBi virtual assistant and the presence on WhatsApp for the management of customer doubts and queries, as well as the transformation of the app into a commercial channel.
She has also led the customisation of offers and services, which includes recommended offers depending on the type of client, an improved invoice section, notifications, etc.
