T-Mobile USA, Inc., has 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,” 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 tech ventures, Sievert showed flair for transformative change and for shaking up the status quo, according to T-Mobile.
Most recently, Sievert (pictured above) served as CEO of Seattle-based Discovery Bay Games, a global company in mobile and tablet gaming accessories. Sievert continues to be a 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.
It includes 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.”