Verizon Communications (NYSE: VZ) has tapped marketing guru Diego Scotti for its newly created chief marketing officer (CMO) role.
Scotti, who will begin in his new position next Monday, will oversee marketing efforts for all of the telco's wireline and wireless business units and oversee all aspects of Verizon's global brand management including advertising, consumer insights, digital marketing, creative development, marketing effectiveness, media and sponsorships, social responsibility and employee communications.
"As I've said before, this is one of the most exciting and dynamic times we've ever seen in our industry," said Lowell McAdam, chairman and CEO, Verizon, in a release. "He brings the traditional and digital marketing expertise that's required to expand our leadership position."
Before coming to Verizon, Scotti most recently served as the CMO for clothing retailer J.Crew. Earlier he worked for several print and digital media brands at Conde Nast and was previously the head of global advertising and brand management at American Express.
Appointing Scotti comes at a time when Verizon is trying to better align its wireline and wireless properties after purchasing the remaining stake it did not own in Verizon Wireless from Vodafone.
Scotti is the latest in various moves the service provider has made to better align its business units. In February, Verizon tapped its former COO of Verizon Wireless Marni Walden to be EVP and president of product and new business innovation, where she now heads up a group that focuses on developing new products and formulating new business models that work across the company's wireless, wireline, cloud and enterprise groups.
- see the release
Editor's Corner: Verizon, Cincinnati Bell's broadband service suites take charge of their wireline portfolios
Verizon extends symmetrical FiOS speeds to small businesses
Verizon makes all of its FiOS broadband tiers symmetrical, upgrades new, existing users for free
Verizon to introduce 500 Mbps FiOS for $310 per month
Verizon unveils FiOS 300 Mbps data speed tier, doubles existing tiers