Melanie Forbes has been named chief marketing officer of SA's Cell C.

Melanie Forbes has been named chief marketing officer of SA's Cell C, starting August 1, to lead the company's marketing initiatives and brand reinvention.

Forbes' appointment was announced today by Cell C, following her departure as Vodacom's managing executive for consumer marketing, insights, and research.

This is the second appointment made this month by new CEO Jorge Mendes, who is the latest CEO tasked with making the debt-ridden mobile operator profitable. 

Rachael Ayo-Oladejo, a former Airtel Nigeria employee, was named chief of staff, strategy, and business transformation earlier this month.

Cell C announced today that Forbes, a 25-year marketing veteran, will play a critical role in reshaping the brand.

Previously, Forbes worked with companies including Philips, NetFlorist (NetActive), Siemens, and others.

According to Cell C, in her most recent role as managing executive for consumer marketing, insights, and research at Vodacom, she was the driving force behind the brand’s recent summer campaigns, and the “development of segmented propositions that drove growth across consumer segments”.

"We have solid plans to drive sustainable, profitable growth," Mendes said, adding, "and her proven leadership, strategic acumen, and deep understanding of the industry will be instrumental in the implementation of innovative marketing plans to elevate our brand."