Shaw Communications Appoints New CMO

by Gaurav Kheterpal on March 19, 2012

2012 may well be a make or break year for Shaw. On one hand, the company has high hopes from its upcoming WiFi service while on the other, it’s engrossed in a fierce battle with arch-rival Telus for supremacy in Western Canada. After ending year 2011 on a turbulent note as dissident shareholders questioned the $25.5-million payment made to former CEO Jim Shaw, the company desperately needs a facelift.

To that effect, Shaw last week announced the appointment of Jim Little as Chief Marketing Officer, effective April 26. Little is currently Royal Bank of Canada’s chief brand and communications officer and his previous stints include BCE and Bell Canada.

Little has played a key role in steering RBC’s marketing strategy, including the introduction of bank’s “Arbie” mascot. He played an instrumental role in the bank’s involvement with the Olympics and proved to be a lifesaver for the PGA Tour’s RBC Heritage Classic at Hilton Head tournament, saving the event from cancellation. Previously, Little ran sponsorship and marketing for Bell Canada, including the Canadian Open.

“We’re pleased to welcome Jim to the senior leadership team at Shaw,” said Brad Shaw, Chief Executive Officer, Shaw Communications Inc. “Jim’s past experiences will help us lead the charge in building the Shaw brand across Canada.”

In a press release, RBC’s chief human resources executive stated

“It is with regret that I announce that Jim Little, Chief Brand and Communications Officer, will be leaving RBC at the end of April to become the Chief Marketing Officer at Shaw Communications Inc. Over the last five years Jim and his team, working closely with the marketing groups across the enterprise, have made a significant contribution to RBC’s brand relevance in Canada and establishing its brand presence internationally.”

As the new Shaw CMO, Little will take charge of the overall marketing and brand experience for all lines of business at Shaw. He will oversee all marketing activities to strengthen corporate brand, maximize sales, increase market share, and maintain industry leadership across all aspects of the business. Given his previous stints with Bell, it would be interesting to see his approach to the new job at Shaw.

Whether Little brings his passion for golf in his new marketing responsibilities at Shaw remains to be seen. He did so with Bell prior to coming to RBC and with Shaw owning a share of the weekend broadcast rights for the PGA Tour in Canada, nothing can be ruled out.

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Written by: Gaurav Kheterpal. Follow TheTelecomBlog.comby:RSS,TwitterFacebook, or YouTube.

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