Telefónica España taps ex-Lenovo chief Alberto Ruano to lead new hardware and devices unit

• Telefónica reshaped its Spain consumer unit, creating a Hardware and Devices division within B2C.
• Alberto Ruano will lead the new unit from Oct. 1, reporting to Spain Chief Revenue Officer Óscar Candiles.
• Ruano joins from Lenovo, where he was general manager for Spain and Portugal through September 2026.
• He previously held senior roles at Toshiba Spain, including general manager from 2006 to 2013.
• The unit will run the devices business end-to-end, covering portfolio strategy, vendor talks, offer design, go-to-market, logistics, and financial control.

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