As Dish Network looks to take advantage of its Blockbuster acquisition, broadband offerings and TV Everywhere initiatives, the satellite provider has tapped a new CMO. James G. Moorhead, an 11-year veteran of Procter & Gamble, takes over from Ira Bahr, who left late last year.
Under CEO Joe Clayton, Dish has been trying to reposition itself as less the low-price alternative and more as an entity that competes with DirecTV and other competitors on quality and offerings.
"Dish is committed to building a premiere brand in the industry," Clayton stated. He added that Moorhead had the "marketing experience, the energy, and most importantly, the imagination to help lead our commercial transformation."
Moorhead’s work at P&G involved brands such as Vicks, Old Spice and Gillette and he has received credit for the recent campaign that has resuscitated the fading Old Spice brand. TV spots under his aegis have received multiple awards.
"I want to be a part of shaping the future of how American households will receive their video, broadband data and voice services,” Moorhead stated.
Moorhead takes over for Bahr, who left late last year to join a luxury travel company. Vivek Khemka has been interim CMO and will return to his role heading product management.