OVERLAND PARK, Kansas – Kevin Crull wasn’t out of work for long. The former Bell Media president was named chief marketing officer for Sprint, the third largest U.S. wireless operator (with about 56 million customers), it was announced today.
In his new role, Crull will be responsible for all products and services, brand and advertising, customer acquisition and retention, and all digital and social efforts. Crull will report to President and CEO Marcelo Claure, says the company’s press release.
Crull was fired from Bell Media in April after the company found he improperly influenced CTV News coverage of the CRTC's Talk TV announcement. On the day his departure was announced, Bell Canada CEO George Cope said “the independence of Bell Media's news operations is of paramount importance to our company and to all Canadians.”
In response to Crull’s meddling, Bell even established a new code of conduct to help safeguard the company’s journalistic independence.
Crull will be charged with attracting new customers and advancing the company’s push for greater innovation while it fights for third place in the U.S. market with T-Mobile (the two companies are basically in a tie for third place behind Verizon at 132 million customers and AT&T with 121 million)
“Kevin did an amazing job at Bell Media and I expect him to do even better at Sprint,” said Claure in the press release. “Sprint is privileged to attract someone of his caliber and experience in media, content, and wireless. As the industry shifts towards providing unique experiences and content to wireless customers, Kevin’s exceptional experience will allow him to be a great contributor in Sprint’s transformation journey.”
Crull brings to Sprint 30 years of experience leading sales, marketing and operations teams. At Bell, he led the acquisition of CTVglobemedia in late 2010, creating the foundation for Bell Media. Following that he led the acquisition and integration of Astral Media in 2012 and 2013. While at Bell Media, Crull also developed and launched several “TV Everywhere” digital products as well as CraveTV, an on-demand video streaming service.
Prior to that, Crull was president of Bell Canada’s Residential Services division for five years.
“I’m thrilled to join Sprint, a company that I believe has limitless potential for growth and transformation at a very exciting time in the industry,” Crull said in the press release. “I believe the Sprint team is showing great momentum and has a plan to win in the marketplace. The wireless industry offers tremendous opportunity for profitable growth. My past experience has been all about execution and transformation and delivering results, and this is what I intend to do as part of the Sprint team.”
Before his time with Bell and its affiliated companies, Crull led consumer and small-business sales and marketing at AT&T Corp., and was senior vice president and general manager of AT&T’s wireless initiatives.
Crull, who became a Canadian citizen when appointed head of Bell Media, will relocate to Kansas City with his family.
www.sprint.com
