Ash Schofield is the CEO of giffgaff.  He joined the leadership team back in 2013 as the Chief Marketing Officer helping to scale the business from a different-from-the-norm challenger brand to a serious multiple award-winning player in the Telecoms market and then in 2018 stepped up to lead the business.  

Ash has over 20 year’s experience in the Telco industry and cut his teeth in the marketing team that transitioned BT Cellnet into O2, and was the architect of O2 Treats, one of the propositions that helped catapult O2 into being the market leader. 

Next stop was leading the marketing team at Tesco Mobile where he was instrumental in its rebranding and advertising campaigns that led to it being placed on the industry map. In a major boost for the brand’s credentials, he was key to tripling the customer base size in a period of accelerated growth. 

Upon joining giffgaff in 2013, Ash made the decision to bring brand planning and creative in-house, triggering rapid growth of brand and business performance metrics. He pioneered ‘work from home agents’ who are hired from the giffgaff member (customer) base to become multi award-winning service providers. He also established goodybags, giffgaff’s flexible version of tariffs, as the benchmark for great value in the market. 

On the weekends, he can often be seen riding around the Chilterns on one of his beloved vintage Vespas. Ash is kept fit by his wife, a full time yoga teacher, as well as devoting time to his love of karate in which he is a 2nd Dan black belt. A dog lover, he is the proud owner of Madge the Bulldog who is in regular attendance at Zoom hosted company meetings.