T-Mobile's Top Marketing Officer To Step Down This Month

Date : 05/01/2012 @ 11:32AM
Source : Dow Jones News
Stock : AT&T Inc. (T)
Quote : 39.91  0.0 (0.00%) @ 2:05AM

T-Mobile's Top Marketing Officer To Step Down This Month

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T-Mobile USA's chief marketing officer will leave the position later this month less than two years after being promoted, the carrier confirmed Tuesday.

Cole Brodman, who held several posts over a 17-year career with T-Mobile, is stepping down effective May 25, though he will continue as a strategic adviser, according to a letter from Chief Executive Philipp Humm sent late Monday to employees. T-Mobile didn't say why Brodman was leaving the post.

T-Mobile last year shed customers and put its strategic plans on hold in anticipation of being taken over by AT&T Inc. (T) in what became a failed $39 billion bid for the fourth-largest U.S. carrier. Lacking the popular Apple Inc. (AAPL) iPhone, T-Mobile last year saw 1.65 million contract customers leave its network and is only now embarking on an upgrade of its network to offer the high-speed mobile broadband known as 4G LTE.

The Bellevue, Wash.-based carrier is revamping its marketing to emphasize the value of its data and voice plans and recently recast its pink-clad model spokeswoman to project a tougher image, including a tight-fitting leather motorcycle outfit.

In his letter to workers, Humm said Brodman helped usher in T-Mobile's first smartphone and led the launch of the carrier's network in Hawaii. "While I hate to see Cole leave, I have to respect his decision," Humm said.

Brodman will be replaced on an interim basis by Andrew Sherrard, while the company looks for a permanent replacement, according to the letter.

T-Mobile USA is a unit of Bonn, Germany-based Deutsche Telekom AG (DTE, DTE.XE).

-By Greg Bensinger, Dow Jones Newswires; 212-416-4676; greg.bensinger@dowjones.com




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