Manoff - formerly V-P corporate communications and public affairs at internet infrastructure firm Ebone - started work this week.
Manoff replaces William Ostrom, who quit last July (PRWeek, 2 August 2002) and became non-executive director of directory enquiries firm The Number in the autumn.
O2 has also hired Weber Shandwick account director Stephen Bartholomew, who joins next week as head of public affairs.
David Nicholas, head of media relations at parent firm mm02, said Manoff's augmented role reflected a desire to create an 'integrated comms function' at O2, which mirrors that of its parent.
Manoff said: 'In the context of this role, public affairs encompasses more than just national policy issues, it also involves working intensively at a regional and local level.'
He said that no review was planned for O2's two agencies: JCPR and Midnight Communications, which handle consumer PR and B2B work, respectively (PRWeek, 13 September 2002).
Prior to a 15-month spell at Ebone, Manoff was V-P corporate and marketing comms at Global TeleSystems.
Nicholas said mm02's relationships with Bell Pottinger Public Affairs and The Maitland Consultancy were unaffected by the bolstering of O2's public affairs capabilities.