Vodafone Deutschland has prolonged the contract of Chief Executive Marcel de Groot for an additional three years and named Michael Bird to the newly combined role of Managing Director and Finance Director, effective 1 September.
De Groot assumed his position on 1 April 2024. His immediate predecessor, Philippe Rogge—a former Microsoft executive—departed after less than two years in the role, following the dismissal of Hannes Ametsreiter in April 2022, who had led the division for seven years. Ametsreiter's removal proved unexpected given that his mandate had been reaffirmed just weeks earlier to extend through 2024.
The German market represents Vodafone Group's most significant European operation, yet it has weighed on consolidated profitability for an extended period. During the May earnings presentation covering the fourth quarter of the fiscal year ending in March, Group Chief Executive Margherita Della Valle articulated the company's commitment to prioritizing value over volume in Germany.
The strategy yielded notable gains in broadband average revenue per user (ARPU) following tariff increases. Nevertheless, the operator shed 202,000 broadband subscribers throughout the fiscal year, reducing its fixed-line customer base beneath 10 million. Despite these headwinds, Rüdiger Grube, chair of the supervisory board, acknowledged de Groot's stewardship through difficult circumstances, noting his success in rekindling revenue expansion and formulating a strategic roadmap.
Bird will take over from Carmen Velthuis, who exits on 31 August following 11 years with the organization. Velthuis has overseen the finance function in Germany since March 2022 and, according to Vodafone, proved instrumental in the company's modernization, key strategic initiatives and operational streamlining. Her prior roles included Chief Financial Officer positions at Vodafone Netherlands and Vodafone's EU Cluster division.
Bird joined Vodafone Group in October 2015, initially working in Group Mergers & Acquisitions before advancing to Group Mergers & Acquisitions Director in 2019. Since May 2024, he has served as Chief Financial Officer of Vodafone Investments, collaborating extensively with the German business. Upon commencing his September appointment, he will report directly to de Groot as a board member of Vodafone Deutschland.
