Sony Mobile Communications has appointed Andrew Fraser as the new Channel Marketing Manager for South Africa. Formerly the Brand Manager for Sony South Africa, Fraser will succeed Aleksander Ristic, who will be leaving Sony Mobile SA for Europe to pursue other ventures from mid-May, 2013.
Fraser, who was involved in the setup of the local Sony Electronics business in 1996, brings with him a wealth of experience in brand positioning, marketing communications, advertising and public relations as well as trade marketing expertise that have been integral in the success of the Sony South Africa (Pty) Ltd brand over the last 20 years. Fraser’s new role will see him heading up the local team while focussing on the growth of the South African market share in the smartphone environment and strengthening of Sony Mobile’s brand positioning by way of innovative campaigns that commit to engaging Sony Mobile audiences.
Fraser will be at the helm of product marketing strategy development across the mobile portfolio. “I have joined a team of individuals who have shown great success with the Sony Xperia brand over the last year and aim to expand the business by building on these existing achievements whilst continuing to integrate the ‘One Sony’ brand ethos,” says Andrew Fraser of his appointment.
“Andrew will make an excellent addition to our local team and I am confident that we can further position our Sony Xperia portfolio as premium devices, featuring the best of Sony technology and strengthening our brand as leaders in the Android market,” said Mark Fenzel, Sales Director Middle East & Africa at Sony Mobile Communications.