As artificial intelligence reshapes customer expectations across the broadband industry, technology providers are placing greater emphasis on customer experience as a competitive differentiator. Plume has responded by creating a new executive role that unifies marketing and customer success, appointing Rebecca Stone as its first Chief Customer and Marketing Officer (CCMO) to oversee the entire customer lifecycle for Internet service providers (ISPs) worldwide.

Customer experience is emerging as one of the most important battlegrounds in the broadband industry, where Internet service providers (ISPs) are increasingly competing on service quality, subscriber engagement, and AI-enabled digital experiences rather than network speeds alone. Reflecting this industry shift, Plume Design, Inc. has appointed Rebecca Stone as its inaugural Chief Customer and Marketing Officer (CCMO), consolidating customer success and marketing under a single executive leadership role.

The newly created position expands Stone's responsibilities beyond marketing after she joined Plume as Chief Marketing Officer in January 2026. As CCMO, she will oversee the complete customer journey—from brand awareness and go-to-market strategy to customer success, retention, and long-term growth—for Plume's global network of more than 450 Internet Service Providers across 58 countries.

The appointment signals a broader strategic move as enterprise technology vendors increasingly align marketing, customer success, and revenue operations to create more connected customer experiences. Rather than operating as separate business functions, organizations are integrating these teams to improve customer retention, accelerate product adoption, and generate recurring revenue through lifecycle engagement.

For Plume, whose subscriber experience platform enables ISPs to deliver AI-powered connectivity and network intelligence, the leadership change reflects growing demand for customer-centric business models in the broadband sector. As AI transforms subscriber expectations, service providers are under increasing pressure to deliver proactive support, personalized digital experiences, and consistently reliable home connectivity.

According to Plume President and CEO Dan Herscovici, the new executive role was created to ensure customers experience consistent engagement throughout every stage of their relationship with the company. The strategy brings together brand development, customer engagement, commercial execution, and post-sale success under a unified leadership structure designed to strengthen partnerships with ISPs globally.

Stone brings more than two decades of enterprise technology marketing experience to the expanded role. Before joining Plume, she served as Senior Vice President of Revenue Marketing and Customer Solutions Marketing at Cisco, where she led strategy and operations for a networking portfolio valued at approximately $50 billion. Earlier in her career, as Chief Marketing Officer at Meraki, she led a global marketing transformation that expanded the organization's marketing capabilities while increasing marketing-sourced pipeline contribution.

Her appointment reflects a wider enterprise trend in which customer success is evolving into a board-level priority. Rather than measuring marketing solely by lead generation, organizations increasingly evaluate success through customer lifetime value, expansion revenue, product adoption, and long-term retention. Integrating customer success with marketing enables companies to create more cohesive customer journeys supported by data-driven decision-making and continuous engagement.

The announcement comes as Plume continues investing in its executive leadership team. The company recently named Peter Wulfraat as Chief Revenue Officer to accelerate commercial growth across its global ISP footprint, reinforcing a strategy focused on deeper partnerships with broadband providers.

The leadership changes also follow several company milestones, including multiple Gold Stevie Awards recognizing Plume's technology innovation and leadership, as well as inclusion among the Top 100 Global Most Loved Workplaces. While these recognitions highlight organizational momentum, the broader significance lies in the company's continued investment across product innovation, customer experience, and executive leadership as competition intensifies in broadband services.

Industry analysts increasingly view customer experience as a defining differentiator for broadband providers. Parks Associates notes that gigabit broadband penetration in the United States has surpassed 25%, creating a more competitive environment where subscriber retention depends less on raw network speed and more on service quality, managed connectivity, and personalized customer engagement.

Supporting that perspective, Plume recently collaborated with Parks Associates on a white paper examining how AI-driven engagement strategies can improve subscriber retention and reduce customer churn. The company has also introduced research focused on leveraging Wi-Fi 7 technologies to deliver performance outcomes associated with next-generation wireless networking.

The announcement reflects a broader transformation occurring across enterprise technology markets. According to Gartner, customer experience remains one of the primary competitive differentiators influencing enterprise technology investment, while McKinsey & Company has reported that organizations adopting AI across customer-facing operations can significantly improve customer satisfaction and operational efficiency.

Competition among enterprise platform providers—including Cisco, Salesforce, Microsoft, Adobe, and Google—has accelerated investments in AI-powered customer engagement, predictive analytics, and lifecycle marketing capabilities. In this environment, executive roles that unify marketing and customer success are becoming increasingly common as organizations seek to align brand strategy, customer engagement, and commercial outcomes.

For enterprise marketers and technology leaders, Plume's leadership restructuring illustrates how AI is reshaping organizational design alongside technology itself. As customer expectations continue evolving, companies are increasingly recognizing that delivering consistent experiences throughout the customer lifecycle requires closer integration between marketing, customer success, and revenue operations.

Market Landscape

Artificial intelligence is redefining customer engagement across the telecommunications and enterprise technology sectors. Broadband providers are investing in AI-powered subscriber experience platforms that enable predictive support, intelligent network management, personalized services, and proactive customer retention.

At the same time, enterprise software companies are restructuring leadership teams to unify marketing, customer success, and revenue operations. This organizational shift reflects growing recognition that long-term business growth depends on delivering connected customer experiences supported by data, automation, and AI-driven insights.

Top Insights

• Plume has created a Chief Customer and Marketing Officer role, signaling a growing enterprise trend toward integrating marketing and customer success under unified executive leadership.
• Rebecca Stone will oversee the complete ISP customer lifecycle, aligning brand strategy, customer engagement, retention, and growth within a single operational framework.
• AI is raising subscriber expectations, encouraging broadband technology providers to prioritize customer experience as a key competitive differentiator alongside network performance.
• Executive leadership integration supports stronger collaboration between marketing, customer success, and revenue teams, improving customer lifetime value and operational efficiency.
• The broadband industry is increasingly adopting AI-driven customer engagement strategies to reduce churn, strengthen loyalty, and differentiate services in highly competitive markets.

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