Ashley joined MVNO Giffgaff as Marketing and Experience Chief in 2013 after heading up the marketing team at Tesco Mobile. Giffgaff positions itself as “the mobile network run by you”, with subscribers encouraged to provide assistance to the rest of the community and to share ideas. In his role, Ashley was responsible for the network’s brand, proposition development, service, loyalty, and communications as well as the management of the community. After five years building the brand, and securing several ‘Network of the Year’ awards, Ashley was appointed CEO in October 2018.