T-Mobile promotes CMO Mike Sievert up to COO amid other executive changes

T-Mobile US (NYSE:TMUS) promoted CMO Mike Sievert to the role of COO on Feb. 13, according to a securities filing the carrier made. The company also made several other changes to its executive ranks.

tmobile cmo coo Mike Sievert

Sievert

According to a filing with the Securities and Exchange Commission, Sievert will have an annual base salary of $800,000 and a new bonus package. Sievert has been CMO of T-Mobile since November 2012. Sievert was previously chief commercial officer at Clearwire, which was acquired by Sprint.

Under Sievert's tenure, T-Mobile rolled out its branding as the "uncarrier" and has pursued an aggressive marketing strategy against Verizon Wireless (NYSE: VZ), AT&T Mobility (NYSE: T) and Sprint (NYSE: S). The results have been remarkable for T-Mobile, which added around 8.3 million total customers in 2014, an 89 percent jump from 2013.

On Feb. 13 T-Mobile also named Tom Keys as president of T-Mobile Indirect Channels. Keys previously served as executive vice president and COO of T-Mobile's MetroPCS prepaid business. Keys was president of MetroPCS before its merger with T-Mobile in May 2013.  

Jim Alling, who had been COO of T-Mobile Business since April 2013, is resigning and leaving the company as of March 13. Alling had been COO of T-Mobile before its merger with MetroPCS.

According to TMoNews, which cited an internal T-Mobile memo, Andrew Sherrard, who is currently senior vice president of T-Mobile Marketing and is responsible for brands under the T-Mobile umbrella, will replace Sievert as CMO.

In the memo, T-Mobile CEO John Legere said he created the COO position for Sievert, who will be responsible for all customer-facing operations, including marketing, sales and customer care for both direct and indirect distribution channels for each of the company's brands.

The report said that Sievert is also establishing and leading a "Commercial Operating Team," that will be "accountable for driving divisions and tradeoffs seamlessly between our brands and offers to maximize the company's performance in each channel of distribution."

The team will reportedly include Sherrard, Keys, Ami Silverman, executive vice president of T-Mobile Retail; Jon Freier, executive vice president of customer care; Brian Brueckman, senior vice president of direct to customer; Matt Millen, vice president of business market; and Greg McAllister, senior vice president of commercial analytics and insights.

During T-Mobile's fourth-quarter earnings conference call, Legere largely confirmed the changes reported by TMoNews and said the Commercial Operating Team will focus on maintaining the company's "uncarrier" momentum. He also praised Sherrard, who has served as acting CMO before Sievert had that role. "A lot of what we did, Mike and I stole from Andrew," he said, referring the company's branding. 

For more:
- see this SEC filing
- see this TMoNews article

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Article updated Feb. 19 with comments from T-Mobile CEO John Legere.

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