Last week, Sprint promoted its head of Hispanic advertising to Chief Marketing Officer (CMO) of the company, in what might be the end of an ongoing front-office shuffle that has seen two people fill and vacate the CMO position in the last year and a half. The move also points to a more concerted effort from Sprint to reach the growing and tech-savvy Latino market in the U.S.

On Friday, Sprint CEO Marcelo Claure announced two promotions at the top level of the company, appointing the now former top marketing executive, Kevin Crull, to President of the central U.S. region of Sprint and promoting Roger Solé to the position.

Crull had only been appointed CMO of Sprint seven months ago after being coaxed to the company from his previous position as Bell Media President and CEO. Solé was first hired by Sprint in April to head the company's new Hispanic business unit as the first senior VP for Hispanic advertising, acquisition and innovation. He was also appointed president of Sprint's Puerto Rico division.

During his short tenure before his big C-Suite promotion, Solé has been credited with launching Sprint's "Switch and Save 50%" campaign, the company's $1 iPhone promotion and a series of wireless roaming deals for free roaming in most countries in Latin America. During the same time span, as Latin Post previously reported, Sprint announced it was the first U.S. wireless carrier to offer direct roaming service to customers visiting Cuba.

Solé also drove acquisitions aimed at building the brand with Latinos, according to Claure in his announcement.

"Since Roger joined our team here at Sprint, he has been integrally involved in shaping many of our key acquisition initiatives that have helped drive the growing momentum we are now enjoying," said Claure. "Roger has increased our ability to serve Hispanic customers and has spurred innovation across the organization."

Added Claure, "He has exceptional abilities to connect with customers and I'm confident that he will ensure Sprint is recognized for the differentiated value we offer in the market."

A native of Bolivia, Claure spent the last year pushing the company to expand its outreach to U.S. Latinos, known for being one of the fastest-growing demographics in the country as well as being among the most mobile-first and tech-savvy.

Claure created the position Solé was originally hired into at Sprint as part of that shift. "Overall, the 'multicultural' segment of the U.S. is the fastest-growing demographic in the country," wrote Claure on Sprint's Latino strategy, as BizJournals reported last year. "We must capitalize on the changing demographics of the nation to win the wireless market."

Sprint has struggled to stay competitive with the other three major wireless carriers, since before Claure took over the helm -- and after. Early this year, T-Mobile announced it had surpassed Sprint as the number three carrier in the nation by subscribers.

Sprint hasn't closed in on T-Mobile since, but the past quarter this year brought some positive news for the company and its investors: Sprint added over 230,000 postpaid phone subscribers over the period.

But according to the Wall Street Journal, those additions were relatively weak compared with Verizon and T-Mobile in the same period. And on top of that, those gains represents the first time in two years that the company posted any positive subscriber results.

Now in charge of advertising, customer acquisition and retention and all digital and social media campaigns for the entire company, Solé has a lot of ground to cover.

Could Sprint become the carrier of choice for Latinos? By promoting Solé, it seems Claure is trying harder than ever to do just that.