Research In Motion lost its chief marketing officer right when the PlayBook launched in March 2011. Now more than one year later, the beleaguered company may finally be close to filling that void.
RIM CEO Thorsten Heins says the company is close to hiring a new CMO that will bring some unity to a currently scattered marketing team. Recent RIM ads have been embarrassing, while bizarre viral marketing attempts have backfired.
RIM shares have sunk every day of BlackBerry World 2012, the company's annual conference held in Orlando. Despite unveiling the fabled BlackBerry 10 platform and considering "all options"—including partnerships and selling the company—RIM just can't keep investors faithful.
And the CMO hasn't been the only one to go. Several senior executives have abandoned ship in the past year, including Alan Brenner, a senior vice president for BlackBerry, and Alistair Mitchell, a vice president for BlackBerry Messenger.