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Summary:

T-Mobile USA, which almost went into a lawsuit fight with Stabucks over Wi-Fi in the the coffee stores, has now snagged away former SVP of g…

T-Mobile USA, which almost went into a lawsuit fight with Stabucks over Wi-Fi in the the coffee stores, has now snagged away former SVP of global food and beverage at Starbucks, Denny Marie Post, as its new CMO. Post resigned from the Starbucks position within the past few weeks, the company said, and comes at a time when it struggled to create a successful food offering. At T-Mob, she will have abig budget to play with, reports RCR…according to TNS Media Intelligence, the wireless carrier spent $607 million in measured media last year.

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  1. "Denny Marie Post, as its new CMO. Post resigned from the Starbucks position within the past few weeks, the company said, and comes at a time when it struggled to create a successful food offering."

    I am always puzzled and amazed that companies will hire based on previous title over previous accomplishments. So how exactly will an Executive from the fast-food industry (whose most recent tenure at Starbucks was less than successful) guide the fortunes of a mobile carrier? Oh wait…"She has an impressive budget to play with". Sheesh.

    Well I guess I can look forward to lots of "Buy a Phone – Get a Free Burger" campaigns.

  2. Tricia Duryee Friday, June 20, 2008

    Hi JP,
    You are right, her experience does not sound relevant, however, it is a philosophy of T-Mobile's CEO Robert Dotson to hire from the retail sector, not from within the wireless sector. Dotson himself is from Pepsi, and he's told me before that he'd rather hire someone from a place like Crate and Barrel, or Apple, who knows how to market and sell products, rather than hire someone who knows the wireless industry. From what I understood, he believes someone from within the industry would have biases and potentially limit their ideas to preconceived notions of how the wireless has historically worked. For T-Mobile it's been working. Remember the Get More campaign, featuring actress Jamie Lee Curtis….??? That was Dotson's idea.
    Tricia
    mocoNews

  3. Fair Enough Tricia – time will tell. I'll agree that basic marketing priniciples are applicable across all industries and that bringing in people not infected by industry groupthink can be valuable. At the same time, is Dotson then saying that there is no one in the wireless industry that knows how to sell and market products??? (That's a pretty damning statement). And in this case I wasn't opposing the hiring of an outsider, just "this" outsider who seems to have fallen short in her role at Starbucks. If she hasn't excelled in her industry of expertise, how the hell is she expected to excel in one she has little or no experience in?

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