Sony Mobile Communications (Sony Mobile) has appointed Andrew Fraser as its new channel marketing manager for SA.
Formerly the brand manager for Sony SA, Fraser will succeed Aleksander Ristic, who will be leaving Sony Mobile SA this month for Europe to pursue other ventures, the company says.
According to Sony Mobile, Fraser, who was involved in the set-up of the local Sony Electronics business in 1996, brings with him a wealth of experience in brand positioning, marketing communications, advertising and public relations, as well as trade marketing expertise that has been integral in the success of the Sony SA brand over the last 20 years.
Fraser's new role will see him heading up the local team while focusing on the growth of the South African market share in the smartphone environment and strengthening Sony Mobile's brand positioning by way of innovative campaigns that commit to engaging Sony Mobile audiences, the company adds.
He will be at the helm of product marketing strategy development across the mobile portfolio. "I have joined a team of individuals who have shown great success with the Sony Xperia brand over the last year and aim to expand the business by building on these existing achievements while continuing to integrate the 'One Sony' brand ethos," says Fraser.
"Andrew will make an excellent addition to our local team and I am confident we can further position our Sony Xperia portfolio as premium devices, featuring the best of Sony technology and strengthening our brand as a leader in the Android market," says Mark Fenzel, sales director, Middle East and Africa, at Sony Mobile.
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