HTC has appointed Benjamin Ho as its new chief marketing officer to lead a refocus in the manufacturer's branding.
The Taiwanese company's marketing has been criticised by some as not matching the capabilities of its handsets. Ho will lead a project, dubbed internally as Marketing 2.0, to refocus HTC's efforts around 'holistic marketing and mass-market brand outreach', the company said. He will work alongside Jason MacKenzie, president of global sales and marketing, who will concentrate on the global sales strategy. Ho replaces John Wang, who is leaving the business.
Peter Chou, HTC CEO, said: 'We welcome Benjamin to HTC and look forward to integrating the global marketing capabilities he brings to the company. 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 previously worked as vice-president of business strategy and marketing at Far EasTone Telecommunications and before that was vice-president and chief marketing officer at Motorola Asia Pacific.
Editor: Graeme Neill