Orange UK brand marketing director Justin Billingsley is to be given the added responsibility of the retail side of the business following a restructuring at the British mobile operator, inside sources told Marketing Week. Tom Alexander, the newly appointed CEO, and former Virgin Mobile (NYSE: VM) chief is said to want the marketing department to be more integrated. Billingsley’s promotion would be the first time that a senior marketer had such a wide responsibility at the company. It’s unclear what is to happen to Orange’s mobile and convergence business units VP Jean-Pascal Van Overbeke, whom Billingsley currently reports to, and is the company’s senior marketer in the UK. Billingsley has been at Orange for nine months. He said in December he planned to overhaul its marketing strategy to give the lacklustre operator get its “voice” back.