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It’s time to introduce more of our wonderful people and give you the inside scoop on what #LifeAtTXO is really like. Say hello to Adele Mitchell, our Group Marketing Manager. 👋

In this Q&A, Adele tells us all about the world of TXO marketing. From commissioning whitepapers to rebranding, creating multi-lingual websites, and beyond, Adele and the amazing folks in team marketing make magic happen.

Right, it’s question time. Let’s get started!


Have you always wanted to work in marketing?

I don’t want to come across all fan-girl, but absolutely yes! Working in marketing has always massively appealed to me. I think it’s one of the most exciting professions there is since it offers a really great combination of creativity, analytics and psychology. Digital marketing is evolving at a rapid pace so there’s always something new to learn. And because there are so many avenues to specialise in, and almost every sector needs these types of skills, it’s easy to find what you enjoy doing, and where you excel.


Why did you first apply to work at TXO?

I felt like my values really aligned with the company’s, and I loved that TXO is so deeply rooted in sustainability. When I first met Alan Ockenden (the founder of TXO & a former telecom network engineer) I discovered he started the company back in the early 2000s after seeing huge volumes of network hardware becoming e-waste as soon as new technologies were introduced. He felt that the industry needed help to change its ways and the rest is history. From that moment on TXO has gone from strength to strength, building up the refurbished telecom market globally and making a real difference to telecom network sustainability. When you’re around people with so much passion for what they do, it’s definitely infectious.


What does a typical day look like in your role?

Every day is so different, from commissioning whitepapers to rebranding activities, creating multi-lingual websites, and beyond. I can often be found sketching out ideas on whiteboards, reviewing email campaigns, meeting with our digital partners, or seeking ideas and inspiration from our account managers based all around the world.


What do you enjoy most about working at TXO?

I feel lucky to be supported by such an incredibly ambitious and creative team. We get to work on some amazing projects and make a huge impact on the company’s performance. There’s a lot of team spirit at TXO, and being able to work collaboratively with people right across the business is something I really enjoy. We’re a department that loves new ideas and we get to take ownership at work, so you can feel empowered and foster your passions while also achieving your career goals.


How do you build a brand that is international and yet local?

There’s a lot that goes into building a strong, successful global brand that appeals locally. Just think of HSBC and their famous strapline, ‘The world’s local bank’. With their advertising campaign, which included posters found in international airports, they were able to set themselves apart as a bank that, while having many global connections, was still flexible enough to care for the needs of local customers in the ways they prefer.

Of course though, if it was easy, everyone would do it! Here are the eight key lessons we use, here at TXO, to keep us on track as we take our brand all over the world:

  1. Follow our vision – to be the world’s local partner for sustainable communication networks
  2. Stick to our values – focused, trusted, dynamic each and every day
  3. Make things easy for our customers – whether it’s searching for products, understanding our services, or getting in touch, we believe in making everything easier for our customers
  4. Don’t get lost in translation – we market ourselves in English, French & German (we’re working towards more) and our teams speak 13 different languages to serve our customers in more than 150 countries!
  5. Consistency is king – brands fail when they are not consistent therefore our core values, tone of voice and identity need to remain the same so that customers know what to expect from us, no matter where they are located
  6. Test & learn – we’re not afraid to try out new things to drive greater engagement among our target audience
  7. Focus on data-driven decisions – we let the data guide our commercial decisions
  8. Put our customers at the heart of all we do – we no longer think about B2B and B2C communications. People trust in people, so we’re much more focused on human-to-human (or H2H) interactions


How do you communicate the benefits of the circular economy to busy technical telecom gurus?

We’re serious about sustainability and believe in telling the hard facts. It’s our job to help and support the telecom industry to develop more sustainable networks, while accelerating the global circular economy. So for us, it’s all about making an emotional connection with people to get that across.


Which of our brand values resonates with you the most? And why?

For me 100%, it’s got to be trusted. Without trust, you’ve got nothing. It’s also the value we use to self-challenge our communications, so we always make sure we deliver on our marketing promises.


If you were our CEO for the day, what one change would you bring about?

I know there’s a lot of great work already going on for us in this area, but if I had the opportunity to be TXO’s CEO for a day, I’d bring all our efforts together. I’d appoint a Group Head of Sustainability to take us to net-zero operational emissions by 2030. This person would lead our sustainability function and be responsible for the implementation of detailed road maps to deliver science-based targets across our operating hubs worldwide. They’d be ambitious targets in terms of decarbonising our own operations, working with our supply chain partners to reduce greenhouse gas emissions (GHG) and delivering social value by helping people to thrive. As a company, we’re recognised for creating sustainable telecom networks, so I think it’s only right that we should be leading by example ourselves. Can you tell I’ve given this a lot of thought?!


What would we most likely find you doing on the weekend?

I love spending time outdoors surrounded by nature. Anything goes, from a simple walk in the countryside to a camping trip combined with plenty of activities like rock pooling & fossil hunting to keep my little one entertained.


And lastly, I have to know the answer to this important final question: What’s your favourite flavour crisps?

Ha ha, you got me worried then for a minute! Right now, it’s got to be BBQ-flavoured pringles…once you pop, you can’t stop!…move over for… #PringlesMindPopping

If you’d like to work with Adele and our brilliant marketing team, you’re in luck! We’re currently looking for a Senior Content & Campaign Manager to join us at our HQ in Chepstow, UK. Interested? Drop us an email at [email protected] – we can’t wait to meet you!