Transforming Digital Marketing: The Success of VMO2 Business’s Digital Media & Marketing Operations Team

Oct 31

2 min read

Since the joint venture between Virgin Media and O2 in 2021, the combined company, VMO2, has been on a transformative journey. At Sojourn Solutions, we have had the privilege of working alongside their Marketing Operations team to support this transformation - helping to streamline operations, optimise costs, and strengthen in-house capabilities.

The result? A high-performing, data-driven digital marketing engine that’s helping VMO2 Business deliver measurable results and drive continuous improvement.

From the outset, the focus was clear: create a unified brand and marketing strategy across the combined Virgin Media and O2 business customer base. Central to this was the consolidation of marketing operations, bringing together disparate systems, teams, and technologies. Working closely with VMO2, we helped define a target operating model that would enable the business to shift from reliance on external agencies, to an in-house team with deep expertise across paid media, SEO, and data analytics.

As Pedro Da Silva, Head of Digital Media & Marketing Operations at VMO2, noted: “By in-housing these key capabilities, we’ve not only reduced costs but gained greater control over our digital marketing efforts. We can now act with agility, responding in real-time to insights and delivering more targeted, efficient campaigns.”

A critical aspect of this transformation was ensuring the right MarTech foundation. The consolidation of customer and prospect data, alongside the integration of CRM, MAP, and analytics systems, laid the groundwork for a robust and scalable marketing operation.

With the support of Sojourn Solutions, VMO2 implemented a comprehensive tagging and tracking strategy, enabling the team to capture and leverage data across channels more effectively.

“Getting the right foundations in place was key,” said Da Silva. “2023 was about consolidating and optimising our data and processes. Now, in 2024, we’re seeing the impact of that work come to life, with integrated, data-driven strategies that allow us to engage more meaningfully with our audience.”

In addition to optimising digital media and marketing technology, VMO2 introduced new tools such as Rev.Up for business intelligence and Visitor Intelligence for lead tracking. This enabled deeper insights into customer behaviour and allowed for more precise targeting. The shift from a campaign-specific approach to a holistic, always-on strategy has made a significant difference.

“We are building a performance marketing team that is not only data-informed but data-driven. This shift has moved us from being seen as a support function to a strategic partner within the organisation,” Da Silva added. “And the work never stops—continuous optimisation and improvement are now part of our DNA.”