HTC shuffles execs in renewed comeback effort

HTC Benjamin Ho

Shares of HTC (2498) have tumbled in the past year and the struggling manufacturer has seen its revenue fall for four straight quarters. Though it continues to build appealing smartphones, the Taiwanese company keeps losing market share to Samsung (005930) and Apple (AAPL), among others. In an attempt to reverse this trend, HTC has announced the hiring of Benjamin Ho, who will take over Jason MacKenzie’s role as the head of marketing.

MacKenzie will remain with the company and instead focus on HTC’s global sales strategy, the company said on Wednesday. Ho’s first assignment after he joins the company in January of 2013 will be to lead an internal project known as Marketing 2.0, which will focus on HTC’s efforts around holistic marketing and mass-market brand outreach.

“We welcome Benjamin to HTC and look forward to integrating the global marketing capabilities he brings to the company, said HTC CEO Peter Chou. “Our growing brand, centered around our world-class innovation and design capabilities, will provide a global platform not just for HTC, but for Taiwan culture and innovation.”

HTC’s press release follows below.

HTC appoints Benjamin Ho Chief Marketing Officer

Ho to lead marketing strategy and execution for HTC’s next phase

Taipei, Taiwan – November 28, 2012 — HTC, a global leader in mobile innovation and design, today announced that Benjamin Ho has been appointed Chief Marketing Officer, responsible for worldwide marketing and branding, leading HTC into its next phase of brand marketing and awareness. Benjamin will join the company in January, 2013 and report directly to CEO, Peter Chou.

Ho’s first assignment will be to lead a project, dubbed internally as Marketing 2.0, refocusing HTC’s efforts around holistic marketing and mass-market brand outreach. Jason Mackenzie, currently serving as president of global sales and marketing, will focus on HTC’s global sales strategy

“We welcome Benjamin to HTC and look forward to integrating the global marketing capabilities he brings to the company, said Peter Chou, CEO HTC. “Our growing brand, centered around our world-class innovation and design capabilities, will provide a global platform not just for HTC, but for Taiwan culture and innovation.”

Ho was previously vice president of business strategy & marketing at Far EasTone Telecommunications, and has extensive experience in marketing. He has served as vice president and chief marketing officer at Motorola Asia Pacific Ltd., as well as director at BBDO Greater China, Dentsu and Young and Rubicam International. Benjamin earned Business Studies and Marketing Diploma in Stamford College Singapore.

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