The newly created role will see Peachey take responsibility for Phones 4u’s corporate and consumer PR, sponsorship and internal comms as well as management of its PR agency Brazen.
He reports to marketing director Paul Hamburger, who joined last autumn from T-Mobile International.
Caudwell Group-owned Phones 4u currently lags behind market leader Carphone Warehouse and Dixons Group’s The Link as the third largest mobile retailer.
Peachey said his key task was to concentrate on building a ‘reputation for putting the customer first’.
Peachey joins after six years at BT, latterly as head of PR for BT’s consumer division.
During his time at the telecoms giant he has also been head of international PR at mobile portal BT Genie and head of PR for BT Cellnet. Prior to joining BT, Peachey worked at Paragon Communications, where he serviced the Orange PR account.
Hamburger said: ‘At BT [Peachey] was part of a team that took the perception of the consumer brand from that of a fixed-line telco to a customer-focused communications provider [offering] everything from broadband to mobile. We’re looking for that experience as we seek a similar transformation at Phones 4u.’
BT is in the process of recruiting for Peachey’s replacement. Phones 4u has 338 stores across the UK with more than 3,000 employees.
Last autumn, founder John Caudwell unleashed an aggressive £20m price war against its rivals under the ‘phones 4 less’ brand, pledging to match the price of any handset retailer or pay the difference plus 20 per cent.