Leap Wireless jumps on new CMO

Steve’s breakdown: Leap spent about $60 million in advertising and the Leap brand does not have an agency of record.

SAN DIEGO, CA: Leap Wireless International, Inc. today announced the appointment of Julie Dexter Berg as chief marketing officer, effective May 13, 2013.  In her role, Ms. Berg will have responsibility for the company’s marketing activities, including brand strategy, consumer messaging, product and device strategy and management, merchandising and advertising.

Berg has more than 30 years of marketing experience and brings an extensive operational and brand strategy background as a senior marketing executive, including as chief marketing officer with several large companies in a number of industries.  Berg comes to Leap from Brandmaking LLC, a brand and consumer strategy management consulting firm that she founded and where she served as managing partner.  Prior to Brandmaking, Berg was chief marketing officer of Supervalu, Inc. where she was tasked with developing a comprehensive consumer and brand strategy.

“We are pleased to welcome Julie to our team,” said Doug Hutcheson, Leap’s chief executive officer.  “Julie is a seasoned executive who rounds out Leap’s executive team and completes the leadership transition we began to position our business to successfully compete in the increasingly competitive wireless industry.  We are confident that her strong background in marketing strategy, brand development and operational experience will help us continue to successfully develop and expand the Cricket brand.”

Prior to joining Supervalu in 2010, Berg served as managing partner at Brandmaking, where she provided marketing and consumer strategy services for a broad range of clients in the consumer products, healthcare, cable and retail sectors.  From 1997 to 2000, she served as executive vice president and chief marketing officer of MediaOne (now Comcast), where she was responsible for the customer and product strategy for video entertainment, broadband internet, and cable telephone services.   From 1995 to 1997, Berg was an executive vice president and general manager for Airtouch Wireless (now Verizon) and from 1990 to 1995 held several positions with US West including vice president, marketing.  From 1980 to 1990, Berg gained experience in consumer packaged goods marketing and brand management with several large companies including Carnation Company and Nestle Foods.

Berg graduated from Washington State University with a B.A. in hotel & restaurant administration and earned her M.B.A. with a focus on marketing management, from the University of Oregon.  Berg serves as an instructor in the Executive Education Program at the University of Oregon and is a director on the boards of a number of advertising, technology and internet retail companies.

About Leap

Leap provides innovative, high-value wireless services to a young and ethnically diverse customer base. With the value of unlimited wireless services as the foundation of its business, Leap pioneered its Cricket service. Cricket products and services are available nationwide through company-owned stores, dealers, national retailers and atMyCricket.com. Through its affordable, flat-rate service plans, Cricket offers customers a choice of unlimited voice, text, data and mobile Web services. Headquartered in San Diego, Calif., Leap is traded on the NASDAQ Global Select Market under the ticker symbol “LEAP.” For more information, please visit www.leapwireless.com.

Source:

ACLink: Leap Wireless International, Inc.

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