Sony Ericsson hands global product role to UK marketer

Sony Ericsson has promoted UK marketing chief Ben Padley to director of global product marketing.

Padley, who has been with the company since it was formed as a joint venture between Japan’s Sony and Swedish company Ericsson five years ago, reports to vice-president of global product marketing Steve Walker in his new role.

Padley says: “I have been asked to introduce improved marketing and product business management activities for the company following the success Sony Ericsson has enjoyed in the UK in establishing the Walkman and Cyber-shot categories.”

He has been replaced as head of marketing for the UK and Ireland division by former NTL and BT marketer David Hilton.

Sony Ericsson is looking for a global marketing chief after corporate executive vice-president and head of sales and marketing Jan W?by announced that he was moving to Sony Ericsson co-parent company, Ericsson, as senior vice-president and head of the multimedia business unit. He takes up his new role on January 1 next year.

Sony Ericsson is opening its first retail store in central London at the start of November as part of an effort to improve consumer engagement with the brand. The handset manufacturer has struck a deal with Carphone Warehouse to manage the store, which will stock Sony Ericsson handsets, accessories and PC cards.

The company hopes the store will help build a stronger relationship between the brand and consumers, who will be able to interact with products and services. It has also unveiled a new brand identity to coincide with its fifth anniversary celebrations.

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