Giacom Bolsters Mobile Leadership Team to Accelerate Partner Growth

Lisa Chapman-Smith, Sales Director Mobile at Giacom, has strengthened her leadership team with two senior appointments as part of a clear and ambitious strategy to accelerate partner growth and expand mobile revenues across the channel.

Abbie Buckland joins as Head of Distribution, bringing nearly 20 years’ experience in communications and hardware. Most recently at Currys Business, where she led national field and desk-based teams, delivering measurable growth through commercial performance management and structured partner development.

At Giacom, Buckland’s focus is straightforward: drive revenue by focusing on new partner acquisition and tightly aligning hardware and mobile propositions to ensure new and existing partners maximise margins. Her remit centres on maximising the vendor relationships and helping partners scale mobile as a core profit driver.

Abbie Buckland, Head of Distribution at Giacom, added: “What attracted me to Giacom is the clarity of vision and the genuine commitment to partners. The business has built an incredibly strong platform, and there’s huge potential to drive even greater value by aligning hardware and mobile more strategically. I’m excited to get started, support our partners in scaling their mobile revenues, and help turn the opportunities in front of us into success. The ambition here is real, and I’m proud to be part of it.”

Paul O’Neill has been appointed Head of Wholesale and Channel Partnerships. He joins from Three, where he led the Indirect channel. With more than 25 years in telecoms, O’Neill brings deep expertise in network negotiation, channel performance and revenue expansion.

His priority is to strengthen Wholesale and IOT performance, deepen strategic network relationships and equip partners with the commercial frameworks needed to grow recurring revenue at pace.

Paul O’Neill, Head of Wholesale and Channel Partnerships at Giacom, said: “I’m thrilled to be joining Giacom at such an important time for the mobile market. The scale of the opportunity across both Wholesale and Network Billed models is significant, and Giacom are incredibly well positioned to help partners capture more of it. I’m really looking forward to collaborating with our partners to strengthen network relationships, unlock new opportunities and drive continued growth across the partner community.

A Clear Growth Strategy for Partner
Giacom’s mobile proposition spans two commercial models: Network Billed Mobile, where partners earn commission and revenue share on network-branded tariffs, and Wholesale Mobile, where partners control pricing and billing to generate margin through mark-up and white-labelled services.

Under Chapman-Smith’s leadership, the enhanced team will focus on helping partners choose and fully optimise the model that best aligns with their growth strategy. The objective is clear, remove complexity, sharpen commercial support, and create scalable, repeatable revenue streams for partners.

Chapman-Smith said: “Mobile represents one of the strongest revenue opportunities in the channel, but growth doesn’t happen by default. It requires focus, commercial discipline and strong network alignment. With the launch of our EE wholesale proposition and our new MSP Mobile programme, it is critical that we concentrate our efforts in the right areas to drive growth both for our partners and for Giacom. By strengthening our leadership team, we’re giving partners the expertise, structure and support they need to grow faster and add value. Our vision is simple, make mobile a meaningful, long-term revenue engine for our partners.”

The appointments form part of Giacom’s continued investment in its mobile division, reinforcing a deliberate strategy to drive partner expansion, increase wallet share and build sustainable recurring revenue across the channel.

Abbie Buckland and Paul O’Neill join Giacom