Lloyd, who was director at Marlow-based Primal PR, joined last week as head of media in a role that will have a strong corporate focus.
The move represents his first in-house job after 15 years in agency PR and will give him media responsibility for most of Telefónica O2’s European concerns.
Lloyd reports to O2 Europe director of comms David Nicholas and replaces Simon Gordon, who is to join Vodafone as senior media relations manager in August (PRWeek, 13 July).
Lloyd began in PR in corporate roles at Companycare and Nelson Bostock, joining Primal as director last February. At Primal he handled the launch of mobile security start-up Remote XT, which won the CIPR Excellence Award this year for best B2B campaign. Lloyd also advised BT Cellnet, as O2 was formerly known.
He said: ‘Mobile is comfortable territory for me, and is especially interesting given O2’s expansion.’
Spanish telecoms firm Telefónica bought O2 for £17.7bn last year.
O2 has been at the centre of rumours surrounding the UK launch of the Apple iPhone. Industry watchers suggest Apple and O2 have reached an agreement for the lucrative contract, which will be a blow for O2’s UK rivals.