Sony Ericsson appoints global product marketer

Sony Ericsson has promoted its Latin American marketing chief Helené Barnekow to its top global product marketing role as part of a shake-up of its global marketing team.

The world’s fourth biggest mobile handset manufacturer has appointed Barnekow, who was previously head of sales and marketing for Latin America, as vice-president of global product marketing.

Barnekow replaces Steve Walker, who is moving to the product and development team based in Sweden. Walker will take the title of head of portfolio planning.

A Sony Ericsson spokeswoman says Barnekow’s promotion comes as the company looks to strengthen its global marketing team across the board. “We’re growing very rapidly at the moment and we’re in a recruitment phase,” adds the spokeswoman. “Helené is one of a number of people we have brought into the global marketing team from our regional marketing units.”

Walker was part of the marketing team that launched Sony Ericsson, formed as a joint venture between Japan’s Sony and Sweden’s Ericsson, six years ago (MW April 26, 2001).

Last year, the company promoted its UK marketing chief Ben Padley to director of global product marketing (MW October 12, 2006). He previously reported to Walker. It is thought that Padley’s role is not affected by the latest changes and that he will now report to Barnekow.

Sony Ericsson handed overall control of marketing to Dee Dutta in November last year (MW November 2) in a restructure following the departure of Jan Wareby. Dutta previously reported to Wareby, who was executive vice-president and head of sales and marketing. Wareby moved to Ericsson as senior vice-president and head of the multimedia business unit at the start of this year (MW September 21, 2006).