T-Mobile Announces Hiring Of New Chief Marketing Officer

T-Mobile announced late yesterday the appointment of Michael Sievert as the company’s new Chief Marketing Officer, effective November 19th:

“Mike is a unique creative genius, and his track record as a disruptive force in tech and telecom couldn’t be better suited to our plans to redefine wireless as America’s un-carrier,” said John Legere, president and CEO of T-Mobile USA. “This is a critical and incredibly exciting time for T-Mobile as we race forward with our network modernization and LTE launch in 2013, ramp up investments in re-launching our brand, and begin to shake up the U.S. wireless market.”

Sievert is the former Chief Marketing Officer at AT&T Wireless, along with a background at Clearwire, Microsoft, IBM and Procter & Gamble. Sieverts appointment is the latest in a series of major T-Mobile announcements which includes the appointment of John Legere as the company’s new President and CEO and the proposer merger with MetroPCS.

 

Press Release:

T-Mobile USA Announces Appointment of New Chief Marketing Officer

BELLEVUE, Wash.–(BUSINESS WIRE)–T-Mobile USA, Inc., today announced the appointment of Michael Sievert, a 20-year marketing veteran of the tech and telecom sectors, as the company’s new chief marketing officer, effective Nov. 19.

“Mike is a unique creative genius, and his track record as a disruptive force in tech and telecom couldn’t be better suited to our plans to redefine wireless as America’s un-carrier,” said John Legere, president and CEO of T-Mobile USA. “This is a critical and incredibly exciting time for T-Mobile as we race forward with our network modernization and LTE launch in 2013, ramp up investments in re-launching our brand, and begin to shake up the U.S. wireless market.”

With Sievert’s appointment, Andrew Sherrard — who has been serving as acting CMO since spring 2012 — will return to his position as senior vice president of marketing for T-Mobile’s contract business. “I also want to personally thank Andrew for his leadership during this transition and for the extraordinary work he’s done these past months in moving our brand and our company forward,” Legere added.

In his 20 years with companies such as Clearwire, AT&T Wireless, Microsoft, IBM and Procter & Gamble, as well as innovative tech ventures, Sievert showed a flair for transformative change and for shaking up the status quo. At Clearwire, he helped lead that business to over 5x revenue growth and 10x+ customer growth in two short years. Before Clearwire, Sievert’s outside-the-box creativity was on full display as co-founder and CEO of Switchbox Labs, a startup focused on pioneering technologies for Internet TV (and which he successfully sold to Lenovo). During his time as executive vice president and chief marketing officer at AT&T Wireless, where he spearheaded a series of groundbreaking and highly successful marketing campaigns, Sievert was twice named as one of the 25 most influential marketers in the U.Sby Advertising Age. He previously served as executive vice president, chief global marketing and sales officer, at E*Trade. Sievert has also served on the board of directors at Rogers Wireless, Switch and Data, and a number of venture-backed private companies over the years.

Most recently, Sievert served as CEO of Seattle-based Discovery Bay Games, a global leader in mobile and tablet gaming accessories. Sievert continues to be a significant shareholder and supporter of Discovery Bay Games.

The news of Sievert stepping in as the company’s new chief marketing officer is the latest in a series of major T-Mobile announcements and activities in recent months following the appointment of John Legere as the company’s new president and CEO, including the recent news of T-Mobile’s proposed merger with MetroPCS, which would combine the two companies to create what Legere described as “the preeminent value leader in the wireless market.”

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  • http://knightofscorpio.tumblr.com/ DtheArtist

    Yes! because we needed one surely. lol

  • http://twitter.com/SParKlngCyaNide SparklingCyanide

    This is a good thing, Michael Sievert is a very smart guy who knows his
    stuff. I expect to see Positive changes soon from him. My first
    suggestion? get rid of the Motorcycle…. yea, I said it!

    • Mirad77

      All they way with you on the motorcycle.

    • jon

      How ’bout they get rid of the stick figure altogether…yea, I said it too! I liked CZ-J and even the Wade & Barkley ad campaign. But Carly (whether she’s in a dress or leather) is getting old!

    • bleeew

      True. Their ads don’t really show what T-Mobile offers. When they aired the first Carly commercials, that was when they did the MyTouch and were actually funny, now its just her and a bike, and doesn’t really show us anything people need to know about T-Mobile.

    • Josue

      that’s getting old…

  • James

    Get rid of the alter ego BS.

  • bisayan

    How about eliminate mail and rebate and just do instant rebate first thing first?? that would be awesome!!!

    • fooepi

      I totally agree! No rebates.

    • Dakota

      That and stop selling phones Ayr higher prices than every other carrier at the same time you’re trying to market yourself as the value company. Scaring people away before they even get a chance to research you a bit more is just stupid. People act on impulse and immediate value. If you’re trying to explain how beginning in month 20 of a contactyou’ll saving a few bucks, you’ve lost. Sell the phone at the same price and do a$10 of your bill sale. That’s how iI first joined

    • UMA_Fan

      The whole point of rebates is that it is a deposit. If they gave it to you instantly people could fraud the system by opening lines to get free $600 phones and just pay the cancellation fees… totally defeating the purpose of the phone pricing.

      • thepanttherlady

        People do that anyway when they receive the rebate.

  • ccnet005

    I should probably know this but what does “un-carrier” refer to?

    • Get_at_Me

      TMO seems to be planning something to differentiate itself from the other guys

  • Get_at_Me

    Marketing has been one of TMO’s major downfalls over the last few years. Hopefully, the powers that be will give him free reign to do his thing.

    • Luis Martinez

      Oh boy heads are rolling. Time to rearrange the deck chairs.

  • Abe_The_Babe

    They should make a commercial showing plan prices in different forms and see which one is best to get back at Verizon. They should also focus in their commercial that it isn’t about LTE, it’s about internet speeds and our HSPA+ network holds up just fine and we will continue to improve by implementing LTE next year. Use some concrete facts, not just motorcycles going different speeds.

    • Dakota

      Fun to do something like that to spoof the Verizon ad. But they definitely are not marketing the positive things they do offer. Everyone is correct.. A chick on a motorcycle does nothing to convey those messages. Just look at the sprint add featuring the family around table trying to figure out how to divide their shared data versus T-Mobiles Carly going through video screens. What’s more effective? Especially when T-Mobile used to promote unlimited days that was throttled
      .it hate doesn’t get the message they want out to the masses.

  • bleeew

    Just what they needed. Their marketing sucked. Hopefully he will make better campaigns.

  • Bronze 6

    What they need is a coverage map, and prices and real world speeds and see what people would choose.

  • wsj

    Does not take a “Genius” to understand the problem is no iPhone. No amount of marketing against the iPhone is going to save t-mobile. The onlt thing going to save them is to start selling phone people want.

    • Little T

      zzzz

    • Trevnerdio

      Do you know how much you have to invest to get an iPhone in your lineup?

  • Trevnerdio

    Looks like a really good pick.

  • mikkej2k

    I’m planning on getting a new phone. I watch TV and see ads. A speeding motorcycle at night. A group of people reading charts that say no LTE for t-mobile. Finally , Americas largest 4g network – only one that lets you talk and surf on iphone.

  • BigMama

    Virgin America announced in UK their version of WiFi Calling. When Virgin brings WiFi Calling to USA, it’ll be a whole new thing USA has never heard about, and Tmo will sit there with their jaws dropped.

    Another great feature not found (advertised) anywhere else in USA.

    • bob

      I use free WiFi callig with T-Mobile already… its not that new.

      • niididdy

        That’s exactly the point BigMama was trying to make…! Tmobile hasn’t done a good job marketing that aspect of their offerings. That feature alone will sell like hot cakes and maybe drive other customers to Tmobile especially if they have reception problems where they live, through their current non-Tmobile service provider…

      • Dakota

        But most people have never heard of it

  • Dakota

    T-Mobile is in DESPERATE need of better marketing, ads, PR, customer outreach. You actually need to promote your sales and promotions… Not keep them a secret. And hope he kills Carly.. And comes up with some better unlimited data ads. Few people even are aware that T-Mobile offers that… and focus on current customers too. A little text when there’s a sale would be a good start. Give incentives to stay

  • Magenta Gold

    Nice hype of the Clearwire stats. He was asked to resign. Nothing he did at Clearwire was the reason for growth. Along with the CEO Morrow, he sent the company right to the fiscal cliff. Sad day for TMO.