T-Mobile Promotes CMO Sievert to Chief Operating Officer

Marketing VP Sherrard Succeeds 'Un-CMO' at Carrier

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Mike Sievert, the CMO of T-Mobile since 2012, is being promoted to chief operations officer. One of his deputies, Andrew Sherrard, a senior VP and 12-year marketing veteran at the carrier, will take over the CMO title. Jim Alling, the chief operating officer since 2009, is retiring.

Mike Sievert
Mike Sievert

CEO John Legere announced the changes on Wednesday morning. TMoNews, a blog covering the Bellevue-based wireless carrier, first reported the changes, which T-Mobile confirmed to Ad Age.

Mr. Sievert has a history in operations, leading efforts at IBM, Microsoft and Clearwire before joining T-Mobile. At the carrier, the bespectacled executive served a far more expansive role than other marketing executives. He is exceptionally close to Mr. Legere, sharing time during earnings calls and the stage during the company's token "Uncarrier" events. The bombastic CEO has jokingly refered to his marketing chief as an "evil genius."

In his new role as chief operating officer, Mr. Sievert will continue to exercise oversight over retail and marketing budgets, an executive familiar with the company said.

Ad Age detailed the role of the carrier's executives and its rapid ascent last year.

T-Mobile reports its fourth quarter earnings on Thursday.