Mobile phone giant Vodafone is to axe 450 jobs in a move aimed at “simplifying” its operations, the firm announced yesterday.

The cuts will be made mainly at Vodafone’s head office in Newbury and will include a 20 per cent reduction in senior management posts.

The company also announced plans to recruit 330 retail advisers into its stores and will take on up to 130 extra staff in sales and service roles.

Vodafone said it will build a new, 850-seat customer services centre in Stoke-on-Trent and will significantly develop its online sales and customer services.

Chief executive Nick Read said: “Vodafone UK is clearly focused on building on its market leading position in data products and services.

“Today we are announcing a series of targeted investments to meet growing demand in this area, while simplifying the way we work, putting the customer at the heart of everything we do.”