Reporting to O2 head of comms and reputation Nicola Green, Fabretti will lead all strategy and governance of social media activity for the brand and drive its integration across the business.
Fabretti was most recently digital director at Braben PR and previously co-founded Manchester-based social media agency Gabba, where he worked with clients such as the NHS and Microsoft. He brings more than 17 years of experience in the marcoms sector, having spent the past six years focused on social.
Fabretti told PRWeek the next step for O2 would be building upon this success across the business.
‘In terms of how we move things forward, I'm going to be looking to see how we can take learnings from the activity on our social channels and more deeply integrate them across the whole of our business,’ he said. ‘The team has an already enviable reputation for excellence and I hope that we can continue to lead the field and give our customers a great digital experience.’
PRWeek announced in September that Pearmain was leaving O2 to take on a director role at Brands2Life.