Dive Brief:
- Roger Solé is Sprint’s newest CMO after being promoted last week just months after being hired as president of operations in Puerto Rico and head of Hispanic advertising.
- Kevin Crull, the previous CMO, becomes the president of Sprint’s central region covering Illinois, Indiana, Iowa, Kansas and Ohio.
- According to Kantor Media, Sprint spent $828 million in measured media last year.
Dive Insight:
Last week saw several c-suite shake ups, with Sprint's promotion of Solé coming on the heels of Wal-Mart's long-time CMO Stephen Quinn announcing plans to retire in January amid plans for a broad marketing overhaul.
Sprint CEO Marcelo Claure said in a statement, "Since Roger joined our team here at Sprint, he has been integrally involved in shaping many of our key acquisition initiatives that have helped drive the growing momentum we are now enjoying. Roger has increased our ability to serve Hispanic customers and has spurred innovation across the organization. He has exceptional abilities to connect with consumers, and I'm confident that he will ensure Sprint is recognized for the differentiated value we offer in the market."
As CMO, Solé will handle advertising, customer acquisition and retention, as well as all digital and social campaigns. He joined Sprint in April.
Sprint is currently in a battle for marketplace share after falling into fourth place behind T-Mobile among domestic wireless carriers. As companies continue to fight to remain relevant among hyper-informed consumers, Sprint will need to increase its visibility and offerings to resonate with customers.