Sprint Corp. recently promoted its first head of the Hispanic market to chief marketing officer— the second person appointed to the position within a year.

Roger Solé’s rise to CMO re-emphasizes Sprint CEO Marcelo Claure’s goal of reaching the tech-savvy Hispanic market — this time by bringing it straight to the top.

Solé succeeds Kevin Crull, who is now president of Sprint’s central region. Solé will be responsible for all products and services, brand and advertising, customer acquisition and retention, and all digital and social efforts. He will be charged with attracting new customers and advancing the company’s push for greater innovation, according to Sprint.

But he will continue to serve the Hispanic population.

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