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PROFILE: Mark Madden- director of global marketing, Easynet Global Services

“Individuals can make a difference,” says Mark Madden, a jovial, easygoing man, who is director of global marketing at Easynet Global Services. “It's down to individuals to seize the moment, grab the opportunity and make it all happen,” says Madden, 48, listing his implementation of a customer-centric communications strategy for Easynet as one of his proudest professional achievements.

For Madden, his impact has amounted to a pretty fundamental change for how the telecoms service provider – currently the UK's second largest network – markets to both existing clients and prospects in large companies as well as organisations in sectors from public to retail, manufacturing and media. Easynet's existing clients range from Transport for London to Calor Gas, Ford, Volvo, Cushman and Wakefield, Kohler and Belron.

Prior to coming on board in March 2008 (just two years after Easynet was acquired by BSkyB), the company focused on an IT-heavy, technology-led communications strategy. The approach was to publicise the nuts and bolts of what Easynet could do, and why it was a superior choice of technology.