Steven Day, chief of brand and communications at network operator EE, has announced that he'll be leaving by the end of the year.
Day won't be replaced, having been the architect of the EE brand. He was responsible for its creation, articulation and delivery. Prior to that role he was chief of staff, brand and communication for Orange, after joining the company in 2008.
Since launch EE has attracted one million customers to its 4G network in 10 months - the fastest adoption of the service in Europe.
Day said that it's "been a privilege to create an exciting new brand for Britain", but "the time is now right for me to move on to new adventures."
EE chief executive Olaf Swantee said that Day "has played a pivotal role." EE's brand team will now report to Pippa Dunn, their chief consumer marketing officer, and the communications team will report to Stephen Harris, chief corporate and strategy officer.