A few days after Dish Network’s merger with EchoStar became official, Dish announced executive changes within its Boost Mobile ranks.
The head of retail remains Michael Kelly, who was named group president of Retail Wireless last April. However, one new key exec was hired to lead channel sales and operations, which includes expanding Boost Mobile’s relationship with local dealers and the brand’s presence in the local communities it serves.
That new hire is Sam Sindha, whose career includes about 15 years at T-Mobile, where he led the Sales and Operations division. In total, he has more than 30 years of experience in wireless and telecom sales and consumer electronics. According to his LinkedIn profile, he spent more than a year as CEO of Los Angeles-based Casaba before joining Dish.
“Sam is joining Dish Wireless at an important moment in our evolution as we look to refine our retail wireless offerings and solidify ourselves as the fourth nationwide carrier in the U.S.,” Kelly said in a statement. “His proven sales and operational leadership, and ability to grow and optimize retail wireless businesses, is a key addition to the team.”
Prior to T-Mobile, Sindha worked at CompUSA. He told the LA Times in a 2016 article that he accepted a lower level job at T-Mobile than the vice presidential title he held at the electronics retailer in part because he was intrigued by the fast pace of the wireless industry and confident he could quickly move up the T-Mobile hierarchy.
Now, it appears he’s ready for the pace at Boost. “Joining the Boost retail wireless team offers the opportunity to work across a dynamic business that is bringing competition to the wireless market and driving greater value for customers,” Sindha stated. “With the Boost Wireless Network now available to Boost customers, this is a great time to drive profitable growth, provide a better framework for our retail dealers and increase alignment across the wider retail wireless business.”
According to Dish, its channel sales strategy and operations segment includes a retail partner network of more than 5,500 retail locations.
Dish also announced that Sean Lee, previously the head of Indirect and Direct Sales of Boost Mobile, will assume the responsibility of SVP of Consumer Sales and Marketing for Boost Mobile. In his new role, Lee will oversee Boost Mobile Marketing and Merchandising for direct and indirect retail, National Retail and Boost Mobile strategic initiatives.
Dish’s Boost division certainly has seen its share of upheaval. In April 2023, when Kelly was tapped to head retail, the company announced the departure of Boost Mobile CEO Stephen Stokols. In August, a number of employees were informed that they would need to move to the Denver area or lose their jobs.