PEGAWORLD 2017 | JUNE 4 – 7

Roger Solé

Roger Solé

Chief Marketing Officer, Sprint

As Chief Marketing Officer, Roger Solé is responsible for all Sprint products and services, brand and advertising, customer acquisition and retention. Roger is a vital contributor to Sprint’s senior leadership team, charged with attracting new customers, retaining current ones and advancing the company’s push for greater innovation and revenue growth.

Since joining Sprint in the Spring of 2015, Roger has launched innovative programs, including the biggest wireless offer in U.S. history – 50% off most Verizon, AT&T and T-Mobile rate plans; iPhone Forever; and Sprint Open World, which allows Sprint customers to receive free data roaming in most countries in Latin America.

Roger also led the creation of Sprint’s new brand identity and the launch of the #ThatWirelessGuy campaign, featuring Paul Marcarelli, Verizon’s former spokesperson. Praise for the campaign includes:

  • “Is this the biggest coup in advertising history?” – Fast Company
  • “Hiring Marcarelli … gives Sprint a very visible way to get its message across. It's a publicity stunt, but a smart one. ” – Motley Fool
  • This may turn out to be the marketing hit of 2016. The potential is there.” – Wireless analyst Jeff Kagan

Roger came to Sprint from TIM Brasil, where he was the company’s chief marketing officer. Under his leadership, TIM, Telecom Italia’s mobile carrier in Brazil, emerged as that country’s fastest-growing mobile operator by introducing new offers and services, providing innovative ways for customers to get new smartphones. Roger grew TIM to become the No. 1 seller of smartphones in Brazil with 40% market share and nearly 71 million customers. Prior to TIM Brasil, Roger spent six years at Vivo (Telefonica Brasil) – the largest operator in Brazil – where he focused on providing unique value propositions for high-value customer segments; and led all innovation at Vivo, being a key force in its turnaround.


Sprint’s Customer-First Strategy

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Roger Solé