Whether a sign of new CEO Stephen Elop's stamp on the company or simply a reaction to a changing market, Nokia has named Jerri DeVard as its new executive vice president and chief marketing officer, effective January 2011.

DeVard will head up Nokia's newly formed marketing and communications organisation.

 

This will bring together all of the firm's marketing, brand management, communications and industry collaborations activities.

New blood

"I am delighted to welcome Jerri to the Nokia team,” said Elop.

"Her experience and proven track record from a wide range of consumer businesses will be a great boost to increasing consumer focus and will bring fresh thinking as we strive for a clearer value proposition for our consumers and continue to build the Nokia brand."

With 25 years worth of marketing experience, DeVard brings a wealth of knowledge to her new role.

Taking most of the attention however will be her work in the Obama presidential election campaign, with DeVard having applied herself to raising funds, but she's also held down roles at Verizon, Citigroup and Revlon, amongst others.

"With Jerri at the helm, we expect the integrated marketing and communications activities to increase the impact of our communications and engagement with consumers and other stakeholders across the industry and across the globe," added head of Nokia's Markets unit, Niklas Savander.

Troubled times

Nokia, though still the world's top mobile OEM, has not had an easy time of late.

With its market share falling against the rise of iPhone and Android, Nokia shed 1,800 jobs back in October in a bid to simplify its smartphone development process.

The Finnish firm is looking to bring smartphones to market at a quicker rate, allowing it to compete with its rivals more effectively.