T-Mobile Names Tech-Marketing Veteran as CMO

The No. 4 Carrier Lags Verizon, Sprint and AT&T in Ad Spending

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Michael Sievert, a 20-year marketing veteran, began his new job as T-Mobile CMO on Monday, the company announced.

Michael Sievert
Michael Sievert

Mr. Sievert joins the wireless carrier from his position as CEO of Discovery Bay Games, a maker of tablet games and accessories. Prior to that , Mr. Sievert spent 20 years with a host of companies including AT&T Wireless, Procter & Gamble and Windows. He was also a co-founder of Switchbox Labs, a consumer technology startup that was acquired by Lenovo in 2009.

"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," T-Mobile USA CEO John Legere said in a statement. "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 relaunching our brand and begin to shake up the U.S. wireless market."

That shaking up involves a possible merger with MetroPCS Communications Inc. that T-Mobile's parent, Deutsche Telekom AG, proposed in May. Currently the fourth-largest U.S. wireless carrier, T-Mobile USA would vie with Sprint for the No. 3 position were the merger to go through.

Andrew Sherrard, the acting CMO since this spring, will return to his VP-marketing position for T-Mobile's contract business.

T-Mobile spent $772 million on advertising in the U.S. in 2011, a 5.7% decrease from the prior year, according to Ad Age Datacenter. By comparison, Verizon spent $2.5 billion, AT&T nearly $2.4 billion, and Sprint $1.4 billion in the same period.

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