Sprint hired Kevin Crull, formerly of Canada’s Bell Media, as its new chief marketing officer as it gears up for a battle with US peers – including T-Mobile US and its colourful CEO John Legere – that will increasingly focus on converged services.
Crull (pictured), who will report to CEO Marcelo Claure, spent five years as chief operating officer and then president of Bell Media, Canada’s largest media and broadcasting company.
While with the Canadian firm, he developed several services that made content available across a number of users’ devices, the kind of initiatives which will likely be in his brief at Sprint too.
In fact, CEO Marcelo Claure spelled out what is required in a statement: “Sprint is privileged to attract someone of his caliber and experience in media, content, and wireless. As the industry shifts towards providing unique experiences and content to wireless customers, Kevin’s exceptional experience will allow him to be a great contributor in Sprint’s transformation journey.”
Crull must also find a way of combating near rival T-Mobile US – the two operators are battling for third spot — and its long-running Uncarrier marketing campaign which positions the operator, and unconventional leader Legere, as a consumer-friendly alternative to the country’s other, more straight-laced competitors
Prior to Bell Media, Crull served as president of Bell Residential Services, Canada’s leading fixed provider, providing high-speed broadband, home phone, and satellite and fibre-based TV.
“Throughout his career, Crull has focused his efforts on growing businesses by developing keen insights into what consumers need and want, and devising business programs to deliver it,” said the Sprint announcement.
Turning around Sprint presents a considerable challenge for Crull and Claure.
Nevertheless the company is bullish: “Sprint will benefit from this philosophy as the company grows and attracts more subscribers from rival wireless providers,” according to the statement.