Sprint Appoints New CMO

By Erik Oster 

After just seven months in the position, Sprint chief marketing officer Kevin Crull is stepping down, replaced by Roger Solé, Adweek reports. In the role, Solé will oversee advertising (including digital and social efforts), customer acquisition and retention. 

Solé was previously senior vice president, innovation, marketing and Hispanic market, while also serving as president of Sprint’s operations in Puerto Rico. Crull will now serve as president of Sprint’s central region, which encompasses some 500 retail locations across the Midwest.

Before joining Sprint, Solé served as chief marketing officer for TIM Brasil for nearly four years, following over two and a half years serving as consumer marketing director for the company. That followed a two-year stint as marketing director, premium segment and VAS for Vivo, after four years with the company as managing director, wireless data and VAS. Prior to that he spent five years as a management consultant for DiamondCluster International.

Sprint CEO Marcelo Claure praised Crull for his tenure as CMO, telling Adweek he “has guided some of our most important initiatives, designing and launching innovative and disruptive programs that have been resonating positively with customers,” while adding that he’s a perfect fit for the new central region role due to his “broad management and operational expertise.”

He also said that Solé has been “integrally involved in shaping many of our key acquisition initiatives that have helped drive the growing momentum we are now enjoying. [He] has increased our ability to serve Hispanic customers and has spurred innovation across the organization.”

The appointment comes less than a year after Sprint confirmed (following weeks of speculation) that it had selected Deutsch L.A. as its creative and strategic agency partner. It also comes right on the heels of news of a similar CMO reshuffling at Wal-Mart.