Who is Giffgaff's Newly Appointed CEO Kate Dohaney

Virgin Media O2 has appointed Kate Dohaney as CEO of Giffgaff, effective early December 2025, as the mobile virtual network operator accelerates its move into fixed-line services.

Kate succeeds Ash Schofield and will lead the brand through its next phase of growth as it expands beyond mobile into full fibre broadband across the UK.

New leadership to drive strategic expansion

Kate joins from Orb Group, where she served as CEO from March 2024. During her tenure, she oversaw the modernisation of a global technology platform, secured multi-million-dollar investment and delivered triple-digit growth in shareholder value.

Prior to Orb Group, she held senior roles at News Corp and Dow Jones, building experience across technology, media and international business operations.

Lutz Schüler, CEO of Virgin Media O2, says: “Kate is a proven leader with a wealth of experience, and I look forward to welcoming her as CEO of Giffgaff.

"She joins at a truly exciting time for the company following its recent expansion into the broadband market and I am confident she will lead the organisation with the heart and tenacity the brand was built on.”

Kate adds: “Being appointed to lead such a dynamic and bold organisation within the UK telecoms sector is a real privilege. Giffgaff is known for doing things differently – something I passionately believe in – and I’m excited to get started, driving the next chapter of growth for the business.”

Expanding services: from mobile to fibre

Giffgaff’s expansion marks a strategic shift from its mobile-only model. The company has launched broadband services using full fibre infrastructure across eight regions in England, Scotland and Wales, strengthening its ability to compete as a converged provider.

Current coverage includes North West England, Yorkshire and the Humber, East Midlands, the North East, Scotland, South West England, Wales and the West Midlands.

Future plans involve integration with Virgin Media O2’s national broadband network, creating a combined offering.

Since its inception, Giffgaff has operated on Virgin Media O2’s mobile infrastructure, developing a loyal customer base through a community-focused model and a reputation for fairness and simplicity.

The move into fixed-line services positions the brand to bundle mobile and broadband, reflecting a wider market trend where operators seek to deepen customer relationships, increase lifetime value and reduce churn through converged propositions.

Integrating for growth and distinction

That broader context has been reshaped by the 2021 merger that created Virgin Media O2, combining Virgin Media’s fixed network with Telefónica UK’s O2 mobile business.

Today, Virgin Media O2 is Britain’s largest converged operator with approximately 46 million mobile and broadband customers, a cable network covering around 15.5 million premises and a mobile network reaching 99% of the population.

Giffgaff’s planned integration with the parent’s infrastructure signals a clear path to scale while maintaining the brand’s distinctive positioning.

Kate’s background in platform modernisation, investment delivery and scaling operations aligns closely with Giffgaff’s current needs.

As the business broadens its infrastructure footprint, the task will be to align new broadband operations with existing mobile services and sustain the community-driven approach that has differentiated Giffgaff in a crowded mobile market. Successfully orchestrating that integration - across technology stacks, customer experience and go-to-market - will be central to unlocking the benefits of convergence while preserving the brand’s ethos.

With Kate set to take the helm in early December 2025, Giffgaff enters its next chapter with renewed leadership and clear strategic intent.

The immediate priorities will include expanding fibre coverage, progressing integration with Virgin Media O2’s broader network assets and shaping converged product offerings that reflect Giffgaff’s community-first values.

In a market where simplicity and value remain paramount to consumers, the combination of brand differentiation and infrastructure scale could provide a compelling platform for sustained growth.