Change in the communications industry has been a constant since Bell made that rather perfunctory call to his colleague Mr Watson in 1876.
However, today we are arguably at the heart of the largest and most complex change ever, as our services become the digital lifeblood for every commercial industry and public service across the world.
How service providers reinvent themselves for this digital world will drive our success, but also fundamentally change the health, wealth and happiness of our customers and fellow citizens across the world.
The chief marketing officer within a service provider has always been critical in understanding the services they provide and then communicating it with power and differentiation.
In the digital world, and the transformation required to thrive, this role becomes even more critical as services evolve to be complex, interdependent facets of an increasingly digital-enabled lifestyle.
CMOs like those highlighted in this report are taking that central role in their organisations. They understand where we have come from, but also where we need to go, and are positioned to drive change.
I applaud them for the impact they have already had and look forward to working with them, and within this industry, to enable the digital world of the future.
Senior Vice President and General Manager
Foreword by the editor
This is the first time Global Telecoms Business has attempted to identify the industry’s 50 chief marketing officers to watch.
The reason for this innovation is simple: over the past few years more and more executives — in both operators and vendors — have been telling us that CMOs have become increasingly important in determining companies’ strategy.
They are the people who work with their companies to take influential strategic decisions. In the list below there are people who have worked on network transformation projects, on IT strategy and systems integration, on key agreements with business partners and on tactics to reach new markets.
People were nominated for the Global Telecoms Business 50 CMOs to Watch by colleagues in their companies, by readers and by GTB staff after many discussions with senior executives throughout the industry. In the final 50, some companies are missing — sometimes because after many enquiries we were told there is no person with an overall marketing task in the group. In more than one case a CMO has left — or is about to leave — and has not yet been replaced.
We have not insisted on the CMO title throughout: this list includes chief commercial officers, a chief brand officer, a chief operating officer and one executive whose responsibilities include innovation and technology as well as marketing.
CMOs include people who trained as computer engineers and chemists as well as marketeers and business administrators. There is also a slightly better gender balance than in most sectors of telecoms: 12 of the 50 are female.
Global Telecoms Business will continue to recognise the role that CMOs play in our coverage of the industry from 2015 onwards.
Editor, Global Telecoms Business
Fahad Al Hassawi
Chief commercial officer, du
Fahad Al Hassawi has been the chief commercial officer of Emirates Integrated Telecommunications — which trades as du — since June 2013, after a time as chief human resources and corporate services officer and executive vice president of human resources.
Before joining du, he was vice president of human resources (employee services) at Emirates Airlines. In this role he devised and implemented HR improvement processes. He also established and executed Emirates Airlines’ national career development strategy.
Al Hassawi started his career as a first lieutenant engineer for Dubai Police. He holds a masters in industrial engineering from the University of Miami in the US.
Vice president brand and marketing, TeliaSonera International Carrier
As client director and now as vice president brand and marketing of TeliaSonera International Carrier, Rickard Bäcklin has led a transformation, making integrated marketing and communication a core function of TeliaSonera’s global wholesale arm.
He has raised the position of wholesale telecommunications to that of carriers of the internet, bringing new ideas to life and adding value for society at large. He also provides strategic brand and marketing advice for the TeliaSonera group.
Bäcklin originally trained as an engineer and started his marketing career with Philips Electronics. At Stockholm agency Hilanders, he progressed from brand strategist to partner and ultimately managing director, bringing on board business-to-business clients as diverse as Canon, Rockwool and TeliaSonera.
Chief marketing officer of TTNET at Türk Telekom
Prior to joining TTNET as chief marketing officer, Mert Başar worked for Turkcell as marketing director for corporate customer segment for six years.
He worked at Compaq Computer and Hewlett Packard as Sales and Marketing Manager and undertook various responsibilities in related fields.
At Türk Telekom, Başar has led the company’s Internet4All project to increase internet access in provinces with low internet penetration. The company provided free-of-charge access to its online education platform, Vitamin, and incorporated it into this business model.
This project makes the company’s products and services available for low-income people and at the same time it offered face-to-face internet training for newcomers to the internet. As a result, there are 250,000 new users of the internet, mostly in low-income families.
Head of sales and marketing, Ericsson India Global Services
Arun Bhikshesvaran was chief marketing officer of Ericsson until October 2014 but has recently become head of sales and marketing at Ericsson India Global Services. As CMO, he was responsible for driving the global marketing strategy focused on enhancing Ericsson’s role in the evolving networked society.
He has been with the Ericsson group for almost 20 years. Bhikshesvaran’s previous position was senior vice president of strategy and chief technology officer for Ericsson North America. He has served in a variety of roles including multimedia and infrastructure solutions, systems solutions and integration, field engineering, R&D and global product marketing.
Vice president of consumer marketing, SingTel
Johan Buse has worked with Deutsche Telekom’s Croatian subsidiary T-Hrvatski Telekom, Axis in Indonesia, STC in Saudi Arabia and T-Mobile in the Netherlands.
At SingTel he has begun a campaign to make the incumbent warmer and better loved in its home market. He has been quoted as saying: “Ultimately, my belief is that a company needs to have a soul.”
He has been simplifying its brand names and introducing unlimited flat-rate daily roaming packages for customers travelling outside Singapore.
Chief marketing officer, Genband
Since taking over as chief marketing officer for Genband in July 2013 Brad Bush has evangelised Genband’s move away from a hardware-focused infrastructure company to a leading provider of software-based solutions for communications service providers, enterprises, systems integrators and software vendors. Many prominent outlets are positioning Genband in the manner Bush has envisioned.
Bush brings a mix of business, technical and marketing experience to the role of CMO, having served as CIO, chief of staff to the CEO and sales operations leader for Genband.
He has spearheaded the successful launch of strategic initiatives including its enterprise business, a network transformation campaign, a mobility campaign designed to highlight its mobile capabilities, and the introduction of the company’s new platform-as-a-service.
Chief marketing officer, Hong Kong Broadband Network
Selina Chong is a rare breed CMO as she leverages over 25 years of experience in multinationals such as American Express, Fidelity and Citibank.
Months after Chong joined in January 2012, the company was sold for $670 million in a management buy out to private equity firm CVC Capital Partners, one of the largest such transactions in Hong Kong’s history.
In the past two years, Chong has effectively re-branded HKBN as an independently strong brand, aligned residential product strategy to facilitate price increases and improved sales operation efficiency. In the process, the brand has moved away from the perception of a cheap telecom, enabling HKBN to penetrate deeper into the luxury residential market and corporate segments.
Chief marketing officer, Level 3
Anthony Christie has positioned Level 3 to deliver solutions that help enterprise, government, and wholesale customers achieve growth, efficiency and security for their businesses.
As part of the Level 3 brand commitment to operate with the customer first, Christie is responsible for bringing the company’s customer experience function into the marketing organisation to ensure that Level 3 views the customer as the core of all activity end-to-end. This includes everything from future product development to day-to-day customer interaction.
As Level 3 has announced plans to acquire TW Telecom, the solid brand foundation focused on local-to-global connectivity, reliability and security will make Level 3 an even stronger competitor.
Chief marketing officer, AT&T Mobility
David Christopher leads all marketing, including product strategy, service and product management, pricing, advertising and go-to-market execution across AT&T’s wireless services and devices.
He oversees AT&T’s developer programme and its more than 50,000 members. Key accomplishments over the past year include:
• AT&T Next, a major shift in how customers purchased new devices.
• Mobile share value plans for families and individuals.
• A sponsored data service, a new way for customers to enjoy mobile content and apps.
• A new retail store concept that features innovative merchandising elements.
• A new marketing platform, The Mobile Movement, which highlights how mobile innovation and our network affects young people’s lives every day.
Chief marketing officer, Syniverse
Serving as Syniverse’s CMO since early 2014, Mary Clark has already achieved extraordinary accomplishments recognized by numerous 2014 awards. Under Clark’s leadership, Syniverse launched the Mobile Intelligence Portal, which allows mobile operators to monetise subscriber data by making it available for enterprises to provide highly customised employee communications, customer service and marketing campaigns to mobile users.
Marketing efforts have secured agreements with MasterCard and multiple top-tier mobile operators.
Additionally, Clark played a critical role in Syniverse’s acquisitions of MACH and Aicent. As a result, Syniverse is the leading global transaction processor that connects more than 1,500 mobile service providers, enterprises, ISPs and OTTs in nearly 200 countries and territories.
Global marketing officer and senior executive vice president, AT&T
Cathy Coughlin has overseen AT&T’s brand strategy, advertising, corporate communications, events and sponsorships worldwide since 2007.
Among her many accomplishments, Coughlin put in place AT&T’s brand platform, Rethink Possible, which reflects the company’s ongoing drive for innovation.
She is proudest of It Can Wait, AT&T’s commitment to ending the deadly practice of texting while driving. Under Coughlin’s direction, It Can Wait has spread the word that it’s not OK to text while driving. To date, It Can Wait has generated more than five million pledges to never text and drive.
Managing director of strategic marketing, sales and customer service, Liberty Global
Peter Dorr was vice president of marketing and sales at UPC Netherlands — part of the Liberty Global group — from 2004, reporting to the Dutch CEO and the European board.
Since January 2011 he has been managing director of strategic marketing, sales and customer service, heading a department that focuses on marketing communications, marketing operations, customer care and performance management.
Its key objective is to support operations in the 11 countries across Europe where Liberty Global operates by providing expertise, guidance and support in the marketing and sales of products and services, customer life cycle management and care in line with the company’s vision.
Chief marketing officer, brand and consumer, EE
Pippa Dunn is responsible for the profit and loss of EE’s consumer division, including Orange and T-Mobile commercial targets, proposition development, customer loyalty, product and device management. She is also responsible for EE’s brand team.
Previously, Dunn was vice president of Orange propositions for Everything Everywhere, and before then she was responsible for the prepay arm of Orange as director of pay-as-you-go.
Dunn has been with Orange since 2003, working first in marketing for Orange Group, before becoming UK brand director.
She joined Orange from UK cable operator NTL where she was product marketing director for broadband.
Group chief strategy officer, Digicel
Brian Finn works with the group CEO of Digicel and senior management team on strategy formulation with the ensuing operational implementation group-wide.
Since joining Digicel in 2005, Finn has worked in several roles including commercial director for Digicel Trinidad & Tobago, chief executive officer of Digicel Central America and over six years as group chief commercial officer for Digicel Caribbean, Central America and Asia-Pacific.
He is now based in Singapore.Before Digicel, Finn held marketing leadership roles in Hewlett Packard, Eircom and Sigma Telecom.
Chief marketing officer, Gigamon
Peter Finter has a 25-year track record of success in channel, enterprise and service provider marketing.
He has held multiple senior global roles responsible for marketing and go-to-market strategy and execution, most notably at BT, Nortel and Juniper Networks.
As CMO at Gigamon, Finter is responsible for product management, business development and all aspects of marketing. He is responsible for marketing, business development and product management for Gigamon, a 400-employee start-up in Silicon Valley.
With over 1500 customers to date, Gigamon’s patented Visibility Fabric is used by 66% of the Fortune 100, 300 of the Fortune 1000 and 50 of the top 100 global service providers.
Group chief commercial officer, VimpelCom
Mikhail Gerchuk is a high performing and versatile business leader, serving as VimpelCom’s group chief commercial officer and acting head of its CIS business unit.
Gerchuk has fostered deep commercial relationships with a wide range of partners, including leading businesses Google, MasterCard and Microsoft, which provide high quality, value added content and services to enhance the user experience of VimpelCom’s 200 million-plus mobile customers.
Critical to attracting these tier one names has been his development and implementation of an innovative hub partnership model.
Built on a standardised infrastructure, the agile model enables partners to directly connect with VimpelCom’s operating brands, affording cost effective integration and achieving quicker rollout times so that benefits can be passed onto the customer.
Chief commercial officer, Ooredoo
Cynthia Gordon is responsible for strategic direction and operational performance of the various commercial functions across the Ooredoo group.
She launched the Ooredoo brand in seven markets, repositioning on data leadership. She has accelerated growth in business-to-business and data, which now contributes 21% of group revenue
She has led a digital transformation, with strategic partnerships and innovative offerings to support Ooredoo customers’ digital lifestyle.
Before joining Ooredoo, Gordon had leading roles at Orange and before that she was group chief commercial officer at MTS — the first Russian brand in the Financial Times top 100 global brand list.
Vice president marketing, Telecom Italia Sparkle
Fabrizio Gorietti is responsible for Telecom Italia Sparkle’s marketing and business development activities.
He has a degree in electronic engineering and started his career in Telecom Italia Mobile services division in 1992.
His career focused first on the marketing and business development start‐up activities of Telecom Italia Mobile, at first responsible for the product and services development unit, for consumer marketing in 1999 and then TIM marketing in 2005, overviewing marketing activities in Italy and for Telecom Italia’s mobile subsidiaries in Europe and South America.
Following TIM and Telecom Italia’s merger he was in charge of the consumer marketing unit from 2009 and later as head of sales and head of customer operations.
Marketing director at Deutsche Telekom’s Telekom Deutschland
Michael Hagspihl has been marketing director of Telekom Deutschland — the domestic German fixed and mobile business of Deutsche Telekom — since October 2012. He is responsible for sales in the retail, business and wholesale market, including value added services and the no-frills subsidiary Congstar.
Hagspihl started his career with T-Mobile in 2000, where he was responsible for the development of partnerships for its mobile portal T-Motion. He led the development of T-Mobile’s then innovative open internet strategy, called Web’n’walk.
He began his career in the consumer goods industry, with Philips, Bosch, Siemens and Miele. Earlier at Deutsche Telekom he has headed the company’s terminal strategy and was global senior vice president for strategic partnerships.
Chief brand officer, Rogers
Dale Hooper leads the team responsible for brand, advertising and sponsorship at Rogers Communications.
Following Rogers’ acquisition of a 12-year, $5.2 billion Canadian broadcasting deal with the National Hockey League earlier in 2014, Hooper oversaw the launch one of the company’s largest integrated marketing campaigns for Rogers and Rogers Media-owned Sportsnet, including unveiling Rogers NHL GameCentre Live and Rogers Hometown Hockey.
He also recently introduced the company’s new US roaming programme, Roam Like Home, as well as a Rogers brand campaign that looks back at the company’s innovative past.
Chief commercial officer, Zain Group
Duncan Howard became chief commercial officer of Zain Group in July 2014. Under this role, he will oversee and enhance all commercial, marketing, branding and advertising areas across Zain’s eight-country Middle East and African footprint.
Howard joined the group in September 2013 managing operations and bringing about an increased focus on commercial and operational performance. He has also laid the foundations for the establishment of group enterprise initiatives that will be rolled out across the company.
Howard has strong commercial and operational expertise that have included key roles as chief commercial officer for a quad-play provider offering mobile, fixed, data and both broadcast and IPTV services.
Head of marketing and corporate communications, Gulf Bridge International
Hani Iskandarani’s commitment to innovation and his industry knowledge have built powerful bridges between telecommunications and both mainstream media and society at large.
Iskandarani has taught GBI’s marketing team to look beyond company borders, industry growth and corporate objectives.
One of the most valuable lessons is that achieving and surpassing the company’s goals should not be the sole contribution to the industry. It is expanding individuals’ horizons about the importance of ICT, as well as understanding the contribution it makes to empowering societies and growing businesses.
His commitment to various strategic programmes within the ITU and the Samena Telecommunications Council has contributed widely to the industry.
Executive vice president of innovation, marketing and technologies, Orange
Mari-Noelle Jégo-Laveissière, a member of the executive committee of the Orange group, was promoted to her present position in March 2014.
She has previously been senior vice president of international and backbone network factory and senior vice president for research and development, responsible for networks, products and services research.
She has held various positions in the group since 1996: vice president for the home marketing division of Orange France, head of a French region where she was in charge of technical and commercial entities for mass markets and business clients. Jégo-Laveissière has an engineering degree and a doctorate in quantum chemistry.
Marketing director, Telkomsel
Alistair Johnson has been marketing director of Telkomsel in Indonesia since August 2012, after two years as chief marketing officer of Augere Holdings in Dubai, building and deploying wireless broadband networks into developing countries.
Earlier in his career he spent a number of years with the Virgin group, first as head of telecommunications in Asia and then as head of commercial at Virgin Mobile in the UK. He followed this by heading prepay operations at Orange in the UK and then at Telefónica O2 in the UK.
He began his career in Andersen Consulting — now Accenture — and has also worked for British Sky Broadcasting in the UK.
Chief marketing officer of Alcatel-Lucent
Tim Krause is responsible for Alcatel-Lucent’s global marketing efforts as well as external communications. In this role, he also leads Alcatel-Lucent’s diversification strategy and the development of the company’s business in key segments such as: cable, oil and gas, transport, utilities and the public sector.
He was previously senior vice president in charge of Alcatel-Lucent’s AT&T customer team, one of the company’s largest accounts, and was earlier senior vice president of marketing for Alcatel’s fixed communications group — before the merger with Lucent — from 2001 to 2004.
He has also been senior vice president strategy for Alcatel-Lucent’s Americas Region.
Chief corporate marketing officer, Turkcell
Yigit Kulabaş has been chief corporate marketing officer since March 2013, having joined from Ericsson, where he was global marketing director, responsible for development and execution of global marketing programmes, campaigns and initiatives.
At Ericsson he aligned the marketing activities among all three business units, mobilising the group’s global marketing activities in over 170 countries and 23 market units. He joined Ericsson in 2005, first serving as head of the company’s operations in Turkey and Israel. Kulabaş has also positions at Oracle and Microsoft.
He graduated in computer engineering from Bilkent University, from which he received a master’s degree. He holds a doctorate in marketing from Istanbul Technical University.
Chief marketing officer, CenturyLink
Shirish Lal joined CenturyLink, the third largest telecommunications company in the US, in 2005 and has been instrumental in helping to redefine the company from a traditional telecom provider with $2.5 billion in revenue to a global IT leader with revenues of over $18 billion.
He is responsible for delivering innovative solutions across the consumer and business segments, ensuring the company is well positioned in the industry. Lal earned his bachelor’s degree from the Massachusetts Institute of Technology, and his MBA from Harvard University.
Chief marketing officer, TIM Fiber
Flavio Lang has been chief marketing officer of Tim Brasil’s ultra-broadband project, TIM Live, since 2011.
He joined TIM Brasil, part of the Telecom Italia group, after working for two years at Brazilian operator Oi, and before that at Brasil Telecom, where he was responsible for customer relationship, including customer care strategy, business process management, call centre planning and financial and quality performance.
He is a skilled professional, with deep understanding of product management and development. He has great ideas on how to improve performance of the products and projects under his leadership. He values the power of solutions, possesses strong leadership and teamwork skills, and his grasp of international business is solid.
Director, marketing and international business development, WIOCC
Mike Last’s marketing insight and expertise have been instrumental in WIOCC’s transformation into a successful, multiple award-winning international capacity and network services wholesaler.
Last’s marketing activities have made a vital contribution to WIOCC’s growth and success. WIOCC is now widely recognised as the number one supplier of high-performance bandwidth solutions into and out of Africa.
Last has built a local marketing team in Kenya that delivers world-class communications initiatives and materials into an increasingly competitive and noisy international capacity marketplace.
Responsible for external and internal marketing for Africa’s carriers’ carrier, he also works with WIOCC’s shareholders from across Africa to build their marketing knowledge and expertise — particularly relating to wholesale markets.
Marketing vice president, MTS
In his capacity as MTS group CMO since September 2011, Vasyl Latsanych has managed to increase voice usage by promoting tariff plans with free on-net calling, boosting customer loyalty and dramatically reducing churn to the lowest level in Russia.
This has enabled MTS to consistently grow data traffic revenues at a pace of roughly 40% a year by introducing innovative video on demand tariff plans, increasing penetration of smartphones and stimulating data usage.
He also oversaw the company’s expansion into business lines complimentary to its core mobile business, including financial services, e-commerce and satellite TV.
SVP/CMO marketing, Verizon Global Wholesale
The traits that set Quintin Lew apart from other executives are his unwavering commitment to the customer; his focus on developing and implementing to a strategic plan; and his ability to connect with people.
Lew engages with customers, along with sales, to ensure that he hears, first-hand, what customers want and need from the services they buy from Verizon. He steps up to offer guidance and help, based on those calls, and drives the actions to conclusion.
Lew is methodical and strategic in his thinking. He is always looking ahead and has a plan laid out for all activities in the near future. He plans his work and works his plan. Nothing happens in marketing by accident.
Director of marketing, Three UK
Tom Malleschitz joined Three UK in July 2011 as director of marketing. He is responsible for all marketing activities including brand and advertising, product, commercial finance and strategy.
Before joining Three UK, Malleschitz spent 10 years at Three Austria, the last four as chief marketing officer. His responsibilities in this role included proposition and products, terminals, CRM, commercial programme management and marketing communications.
Malleschitz joined the Three Group from Austria Telecommunication — a joint venture of Nortel Networks and Kapsch, the local telecoms equipment manufacturer — where he spent four years responsible for product and project management.
Chief marketing and strategy officer, JDSU
Paul McNab joined JDSU as chief marketing and strategy officer in September 2014 after 16 years at Cisco and having founded a successful start-up that developed a disruptive software-based network solution.
McNab has aligned JDSU as a new agile organisation, with a unified vision and strategy to change the company’s identity, role and relevance. JDSU will launch two new companies focused on their unique markets.
Executives have collaborated under McNab’s leadership to help define the vision, organisation and strategy. He has been the catalyst to removing the silos between business units and functions to create one integrated organisation.
Chief marketing officer, GSMA
Michael O’Hara leads all marketing for the GSMA, from delivering marketing programmes that support its key initiatives and advocacy activities to marketing the company’s global events portfolio.
O’Hara has led efforts to communicate the benefits that mobile is delivering worldwide, through network investment, job creation and contributions to public funding, and by transforming adjacent industries.
He was a key driver in the creation of the Mobile 360 series of events, exploring critical mobile industry trends and issues regionally.
O’Hara has played an important role in the continued strong growth of the GSMA’s flagship event, Mobile World Congress, which has grown from 47,000 attendees in 2009 to more than 85,000 in the 2014 edition.
Marketing director, Safaricom
Rita Okuthe leads and manages Safaricom’s marketing organisation in order to achieve the brand vision of transforming lives through initiatives that resonate with its 21 million customers at all touch points.
Integral to this is the achievement of company revenues through the consolidation of existing products and services, while at the same time continuously identifying other market needs.
The successful and profitable launch and management of various products and services is integral to this objective.
Okuthe was previously head of consumer propositions, managing the business’s core revenue-generating products in the consumer segment, including prepaid and postpaid voice, SMS, data and roaming products, accounting for approximately 80% of total revenues.
Chief operating officer, OTE group
Zacharias Piperidis has been COO of OTE since 2011. His extensive technical, commercial, managerial and executive experience has been critical for implementing significant projects within the company: consolidating the new customer culture cultivated by OTE; turning around the group’s public perception through a series of intelligent and ambitious campaigns; contributing to the immense success of OTE TV, a service paving new ways in home entertainment; and boosting the company’s performance in broadband to impressive standards.
As chief commercial officer since 2007 for Cosmote, the group’s mobile branch, Piperidis has greatly contributed to its development into the largest mobile network operator in Greece, its revenue share having expanded by about 15 points during the past seven years.
Vice president, group brand and communication, Telekom Malaysia
Izlyn Ramli has been with Telekom Malaysia since 2010, first as vice president of group corporate communciations and, from June 2014, in her present role, safeguarding and enhancing TM’s image and reputation.
Key roles include strategic communications advice, crisis communications, managing selected stakeholder relations, developing and aligning key strategic and group messages among the business lines and operating companies of Telekom Malaysia. She is a member of Telekom Malaysia’s management committee and group leadership team.
Ramli liaises with external parties such as the government, ministries, regulators, other related agencies and national bodies, as well as international forums and organisations focused on ICT development and ICT for development.
Chief commercial officer, Etisalat Group
Rainer Rathgeber has 21 years of experience in the telecommunications industry, gained in consulting and industry roles across four continents. He has been at Etisalat since January 2013. He was previously with OTE as senior vice president for marketing in south-east Europe.
He began his work in the industry at AT Kearney where managed clients and led projects in the telecommunications and high tech sectors across Asia, the US, South America and Europe.
He joined the Deutsche Telekom group where he held the positions of head of strategy for T-Mobile Germany and, at the same time, executive vice president sales and service strategy for T-Mobile International.
Chief marketing officer, Verizon
Diego Scotti has been Verizon’s CMO since October 2014. He oversees all aspects of Verizon’s global brand management, including advertising, consumer insights, digital marketing, creative development, marketing effectiveness, media and sponsorships, social responsibility, and employee communications.
Scotti joined Verizon after three years as CMO and senior vice president at store chain J.Crew, and he has also worked in senior positions at American Express and Condé Nast, giving him 20 years of experience in three different industries and corporate cultures.
He specialises in five key areas: strategy development; brand building; customer analytics and CRM/loyalty; e-commerce and digital marketing; and international expansion.
Executive vice president and chief marketing officer, T-Mobile US
Mike Sievert, appointed as CMO in November 2012, is responsible for strategic development and execution of all marketing, product development and pricing programmes and activities for T-Mobile US.
Before joining the company,
Sievert was an entrepreneur and investor involved with several Seattle-area start-up companies, most recently serving as CEO of Discovery Bay Games, a maker of accessories and add-ons for tablet computers. Earlier he was chief commercial officer at Clearwire, a broadband WiMax company, responsible for all customer-facing operations.
Sievert spent three years as corporate vice president of the worldwide Windows group at Microsoft, and earlier was executive vice president and CMO at AT&T Wireless.
Senior vice president of business development, Deutsche Telekom
Marc Sommer was appointed to his present role in early 2014, after two years as vice president of product marketing for Europe at Deutsche Telekom, where he promoting the Life is for Sharing motto, aiming to give customers “new and exciting ways to share and engage with their friends and families”.
He joined DT after two years with MTS in Moscow, where he was products director, with a strategy of making phones central to users’ lives, resulting in higher usage and increased loyalty to the operator.
Sommer began his telecoms career at Vodafone in Germany in 2004, after spells working in Airbus, the supermarket group Aldi and at the German embassy in London.
CMO and CCO of A1 Telekom Austria
After several years in brand management at Procter & Gamble in both Austria and Switzerland Alexander Sperl spent some time with Microsoft in Germany and the US.
In 2000, Sperl moved on to Telekom Austria’s mobile division — then called Mobilkom Austria — where he was promoted to marketing director in 2004.
Sperl gathered international experience at two subsidiaries of the group: first as director of marketing and sales at Si.mobil in Slovenia and then in December 2006 as CEO and CMO of Vipnet, Croatia.
Sperl has been CCO and CMO of A1 Telekom Austria in Vienna since August 2010.
He is a graduate from the Commercial Academy, Vienna, following studies at the Hawaii Pacific University in the US where he gained a bachelor’s degree in financial accounting and an MBA in international business administration.
Senior director of marketing, Europe, NTT Communications
Rob Steggles has been with NTT Communications in Europe for over 10 years. In his role, Steggles is responsible for accelerating NTT Com’s presence throughout the region.
Steggles plays a critical role in understanding the fast-moving industry that NTT operates in and identifying trends and market opportunities which match the company’s goals.
He has over 25 years of experience in high tech industries, having worked for companies such as BT and Reuters before NTT Com.
He is especially experienced in the areas of infrastructure as a service, large scale private IP networks, business process outsourcing and cloud computing. At the start of his career, Steggles wrote and helped program several classic interactive fiction games.
Global director of marketing, vertical solutions, hybris software
Since 2011 Stacey Trimnell-Ritchard has been responsible for developing innovative business and marketing plans designed to expand and grow hybris globally. Under her marketing direction, hybris has become a market leader in telecoms and is quickly gaining ground globally in the financial services industry.
Trimnell-Ritchard brings with her a wealth of marketing expertise gained from 18 years focused on the sector and has developed and delivered on a range of sales enablement, internal and external communications and partner growth programmes.
She has been instrumental in the successful launch of a new dynamic industry-specific website and content hub, as well as various marketing infrastructure and programme development projects.
Chief marketing officer, Liquid Telecom Group
Tom Tudor joined the Liquid Telecom group in January 2013 and is responsible for brand, marketing and communications.
He has rebranded Kenya Data Networks as Liquid Telecom, rationalised the Liquid Telecom product portfolio and, after the acquisition of insolvent Rwandatel, is now working on the launch of a new Rwandan Telecom retail brand, as well as the launch of an IPTV platform pushing African content.
Other brands in the portfolio include Realtime and CEC Liquid Telecom in Zambia, ZOL in Zimbabwe, the East African Data Centre in Kenya and Infocom in Uganda.
From 2005 until 2012 Tudor was responsible for marketing and communications strategy at African wholesale carrier Gateway Communications.
Mike van den Bergh
Chief marketing officer, PCCW Global
With over 20 years’ experience in Africa’s developing communications industry, Mike van den Bergh has a deep understanding of the pan-African telecommunications market.
As the former CEO of Gateway communications, he was instrumental in developing the company’s leading position in the African carrier community and transforming Africa’s telecoms markets. He has played a leadership role in the telecommunications industry, chairing a number of major industry associations, both in South Africa and internationally.
As CMO of PCCW Global, Van den Bergh’s key responsibilities include branding, market strategy, culture and communications. He is also managing director of HKT Global Development Services.
Group senior vice president brand strategy and media, Telecom Italia
Carlotta Ventura has been with Telecom Italia since the start of 2000, and in her present role since January 2014.
Key responsibilities include development of TI Group brand management policies. Ventura is responsible for ensuring brand management policies at group level and corporate identity as well as positioning and communication strategy.
One of the most recent projects is Working Capital, aimed at boosting high-potential start-ups in the Italian digital sector.
Ventura ensures the development of Telecom Italia’s media strategy, including the implementation of advertising campaigns, sponsorships and corporate events, initiatives and projects for developing brand equity reputation as well as research activity and competitive benchmarking on brand perception and advertising.
Division president and head of global marketing, Amdocs
Chris Williams is passionate about driving top-line revenue growth by parlaying market or technology disruptors, anticipating market requirements and launching solutions resulting in leadership positions in their respective markets.
He specialises in defining strategy, creating market leading offerings and driving sales and marketing execution. He can help companies transition from pure products to services and solutions designed from the customer perspective. He is adept at building partnerships that deliver tangible value.
Williams has a strong understanding of the role of innovation in helping businesses transform, with areas of focus including social, mobile, analytics and cloud.
He believes in realigning companies around the voice of the customer and driving revenue by linking company strategy to market development.
Global brand and marketing director, BT
BT’s brand value has reached $15 billion, around a third of BT market cap, after a successful brand transformation started in 2008 under Suzi Williams’s leadership.
BT’s chairman, Sir Mike Rake, describes her as “brave, tenacious, and smart … she knows how to get things done.”
Williams led BT’s bid to become a London 2012 sponsor, and ran the company’s London 2012 marketing programme, paving the way for the successful launch of BT Sport.
Some of the other partnership deals she has struck include the British Paralympic Association, the first International Festival for Business in Liverpool and Prince Harry’s Invictus Games. Williams is the driving force behind BT’s new Marketing Academy, coaching more than 700 marketers.
Chief marketing officer, Tata Communications
Julie Woods-Moss is both chief marketing officer at Tata Communications and the company’s CEO of next-generation business. As CMO, a position she has held since September 2012, she is responsible for all company-wide marketing and communications.
The next-generation role gives her profit-and-loss responsibility for the world’s Silicon Valleys.
Woods-Moss is a member of the advisory board for the Tata Group brand, valued at $21.1 billion in 2014 by Brand Finance.
She has worked for IBM and UPC. Woods-Moss joined BT in 2004 and became chief marketing officer and president of strategy with responsibility for its £5 billion products and services portfolio.
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