Benjamin Ho is taking the helm of worldwide marketing and branding at smartphone maker HTC in January as the company’s new chief marketing officer.
Taiwan-based HTC announced Ho’s appointment today. He will report to CEO Peter Chou.
Ho will replace John Wang, who will leave the role in December. HTC has not disclosed details about Wang’s departure.
“We welcome Benjamin to HTC and look forward to integrating the global marketing capabilities he brings to the company,” Chou said.
“Our growing brand, centred around our world-class innovation and design capabilities, will provide a global platform not just for HTC, but for Taiwan culture and innovation.”
Ho’s first assignment, HTC said in a statement, will be to lead a project called internally Marketing 2.0, which will refocus HTC’s efforts around holistic marketing and mass-market brand outreach.
Ho previously served as vice-president of business strategy and marketing at Far EasTone Telecommunications, as vice-president and chief marketing officer at Motorola Asia Pacific Ltd, and as director at BBDO Greater China, Dentsu and Young and Rubicam International.
HTC has been struggling to remain competitive in the smartphone market, which at the moment is dominated by Apple and Samsung. In October, HTC reported total revenue for the third quarter of US$2.4.bn, marking a decrease from US$3bn from the previous quarter, or a 48pc year-on-year drop.