Pedro Serrahima, founding father of Pepephone, leaves Telefónica | Companies | EUROtoday

Pedro Serrahima, till now Director of Customer Experience and Quality at Telefónica Spain, has introduced his determination to go away the operator to undertake new skilled initiatives. The departure, confirmed by official sources of the company, happens voluntarily after a nine-year profession within the firm.

Serrahima’s profession within the telecommunications sector is marked by his time previous to Telefónica. He was the co-founder and normal director of Pepephone, a digital cellular operator that beneath his command turned a benchmark in administration and person service. In 2016, the sale of Pepephone to MásMóvil for an quantity of 158 million euros was a monetary milestone within the Spanish telecommunications market and offered the supervisor with important private capital.

Following this operation, Serrahima joined Telefónica in January 2017 as director of multi-brand enterprise growth. During his first years within the blue company, Serrahima led the launch of O2 in Spain, a model designed to compete within the mid-range section with a proposal of simplicity and transparency. Subsequently, he assumed accountability for the technique of manufacturers equivalent to Tuenti and, since May 2022, he served as Director of Customer Experience and Quality.

During this era, his administration targeted on lowering operational complexity and forms at Movistar, implementing course of simplification initiatives equivalent to “Movistar for you” in 2025.

Under his supervision, Telefónica Spain achieved report figures in loyalty indicators. During fiscal yr 2025, the operator recorded a considerable enchancment in person expertise administration, managing to cut back the client loss price (churn) as much as 0.8% within the final quarter of the yr. This discount coincided with the deployment of recent convergent presents and a method targeted on the standard of fiber and 5G networks as axes of retention.

Successor

After Serrahima’s departure, Telefónica Spain has determined to combine the Customer Experience space throughout the Strategy and Transformation division. Miriam Robredo, present head of this unit, will assume the powers that Serrahima held till now. The firm considers that this integration reinforces the strategic weight of the connection with the shopper, inserting it outdoors the purely operational areas to acquire a extra transversal imaginative and prescient of the group.

This adjustment aligns with the strategic plan Transform & Growwhose first pillar consists of prioritizing the person expertise to coordinate it with the change agenda and the group’s world goals. According to inside sources, this new construction permits for better evaluation capability and facilitates coordinated decision-making between the totally different enterprise items.

Miriam Robredo has a consolidated profession in consulting and expertise administration. Graduated in Business Administration from the University of the Basque Country and MBA from the Instituto de Empresa, she started her profession at Europraxis and developed a big a part of her skilled exercise at Oliver Wyman. In this final agency she was a associate and directed technique, mergers, acquisitions and digital transformation initiatives in 16 nations. In 2020, she joined the administration committee of Microsoft Spain as Director of Marketing and Operations, later assuming the path of Global Partner Solutions.

Robredo has been a part of the administration committee of Telefónica Spain since November 2022 and is a director of Bluevía. His technical and strategic profile might be accountable for main the brand new stage of the shopper space in a context of renewal of the administration management. This organizational change is the primary to be carried out beneath the presidency of Borja Ochoa.

Serrahima’s departure marks the top of a administration mannequin based mostly on administrative simplification that allowed Telefónica to enhance its satisfaction metrics in a extremely aggressive market. From now on, the accountability for sustaining these ranges of high quality and retention falls to Strategy administration, in an effort to consolidate customer support as a central asset of long-term company planning.