The former worldwide head of marketing at Microsoft, Vivianne Arnold, has been appointed to the role of General Manager of Marketing at Telstra. The move comes as Telstra restructures its marketing department signalling greater integration across all marketing activities.

Telstra created the new position of general manager of brand integration and appointed Microsoft worldwide marketing director Vivianne Arnold to the role.

Arnold oversees Telstra’s brand strategy ensuring integration of all marketing disciplines. Arnold’s brief includes personalised marketing, digital marketing and the Telstra Shop’s IPTV network.

She also heads a new Telstra marketing think-tank called the Innovation Lab. A Telstra statement said Arnold brings “a valuable balance of strategic vision and practical implementation that will help us deliver sustainable business results”.

Arnold joined Telstra on 29 March from her role as Microsoft’s worldwide director for its worldwide business & marketing organisation in Paris.

Before taking up that position she was senior global marketing manager at Microsoft’s headquarters in Seattle. Arnold joined Microsoft in 1999 from her role as integrated account director at George Patterson Bates.