OKLAHOMA CITY, Oct. 31, 2005 (PRIMEZONE) -- Dobson Communications Corporation (Nasdaq:DCEL) today announced it has appointed Thomas K. Roberts to serve as chief marketing officer for the provider of wireless voice and data services. Mr. Roberts will join the Company on Tuesday, November 1, 2005.
"Tom brings an impressive history of achievement in wireless marketing, retail management and strategic planning," said Steve Dussek, chief executive officer and president. "He was responsible for marketing strategy, product management, advertising, customer retention, and the launch of products and services for Verizon Wireless' West Area, a $4-billion business unit. With Dobson positioned today for exceptional growth, we are pleased to have Tom join the senior management team to lead our strategic marketing efforts."
From 1997 to 2002, Mr. Roberts worked for Verizon Wireless, finally serving as vice president -- Marketing for the wireless provider's West Area, based in Irvine, California. Mr. Roberts previously served as vice president -- Marketing for the Southwest Area. After the Southwest and Northwest operational areas were combined, Mr. Roberts was promoted to lead the merged business unit, responsible for strategic marketing and with oversight of a 70-person marketing team.
Under his strategic marketing leadership, the $4 billion business unit grew revenues by more than $450 million annually during a period when wireless industry growth was slowing, and achieved the highest level of new customer additions and lowest advertising cost-per-customer-acquired of any of Verizon's business units. During his tenure, the business unit increased its percentage of customers from the youth segment from 12% to 25%, and reduced customer churn by 20%.
Mr. Roberts previously served as director -- Segment Marketing for Verizon's Southwest Area and director -- Customer Based Marketing for the Eastern Region of AirTouch Communications, which was acquired by Vodafone and then merged with other entities to form Verizon Wireless.
After leaving Verizon, Mr. Roberts served as president and founder of Sierra Business Group, Inc., a California-based mergers and acquisitions advisory firm.
Prior to joining AirTouch, Mr. Roberts served in a variety of strategic planning, finance and marketing roles for The Limited Corporation in Columbus, Ohio, and Hillenbrand Industries in Batesville, Indiana. He last served as director -- Business Reporting and Analysis for The Limited's Lane Bryant Division, a $900-million business unit. He served as director -- Marketing for Hillenbrand's Block Medical Division.
Mr. Roberts earned his BA in Political Science in 1988 from Brigham Young University, following up with an MBA with high distinction from BYU's Marriott School of Management in 1990.
Dobson Communications is a leading provider of wireless phone services to rural markets in the United States. Headquartered in Oklahoma City, the Company owns wireless operations in 16 states. For additional information on the Company and its operations, please visit its Web site at www.dobson.net