Telefônica/Vivo created a new position of Chief Revenue Officer and appointed Christian Gebara to that post as the company focuses more on profitable growth and competitiveness in an increasingly convergent and digital market. The move is part of a restructuring creating a vice presidency of marketing and sales, composed of the mobile and fixed business units. Gebara was previously responsible for the mobile business area.

Among the highlights of his tenure are the leadership of the operational integration process of the Telefônica and Vivo brands and the launch and expansion of 4G networks to 140 municipalities. Gebara will lead areas such as marketing, product, digital channels, brand, innovation and Big Data, as well as all the direct and indirect sales force.