EE has poached Boots director Deidre Burns to head its retail operations amid a reshuffle of the management team.
Burns has joined the mobile phones retailer as retail director just weeks after the entire Orange, T-Mobile and Everything Everywhere 700 store estate was rebranded EE following the merger of the mobile giants in 2010.
Burns was previously supply chain director at Boots.
She replaces vice-president of retail Andrew Coull who has left EE to join mobile specialist Telstra in Australia.
EE retail director of central operations Richard Morris is also leaving the business to join airport owner BAA.
EE is investing £50m into the rebrand, £35m of which is being spent on store refits following the launch of 4G in the UK two weeks ago.
All stores have been rebadged as EE and 80 stores will have full refits based on its Oxford Street flagship by the end of the year.