Plume, best known for its cloud-managed Wi-Fi and smart home services for Internet Service Providers, is signaling a sharper go-to-market push as competition in broadband intensifies. The company has appointed Rebecca Stone as its new Chief Marketing Officer, bringing in a seasoned marketing executive with deep roots in networking, cloud, and service provider ecosystems.

Stone joins Plume with more than two decades of experience leading global marketing organizations across brand, product marketing, growth, and revenue strategy. Most recently, she served as Senior Vice President of Revenue Marketing and Customer Solutions Marketing at Cisco, where she helped steer marketing for the company’s massive $50 billion networking portfolio—a role that spanned media, integrated campaigns, demand generation, content, and marketing operations.

Why This Hire Matters Now

Plume’s timing is deliberate. ISPs are facing rising subscriber expectations, relentless price pressure, and a growing need to differentiate beyond raw connectivity. Wi-Fi performance, cybersecurity, analytics, and customer experience are no longer “nice to have”—they’re table stakes.

Stone’s mandate is to help Plume translate its expanding technical capabilities into clear, differentiated value for ISPs, particularly around:

• Intelligent Wi-Fi management

• Network telemetry and analytics

• Cybersecurity and customer care

• AI-powered insights and orchestration

That mission has become more urgent as Plume integrates Sweepr, a recent acquisition that adds AI-driven customer experience and engagement technology to its platform.

“In a market this crowded, clarity wins,” said Dan Herscovici, CEO of Plume. “Rebecca has built and scaled world-class marketing teams across cloud, networking, and service providers. Her ability to translate complex technology into differentiated value will be critical as we help partners stand out, grow, and compete.”

From Data to Decisions for ISPs

Plume’s competitive advantage lies in scale. Its cloud platform connects nearly half a billion devices, generating one of the industry’s richest datasets of real-world network and device telemetry across diverse home environments. The challenge—and opportunity—is turning that data into action.

Under Stone’s leadership, marketing will play a central role in reframing Plume not just as a Wi-Fi management vendor, but as a data- and AI-powered partner that helps ISPs:

• Improve subscriber confidence and retention

• Proactively identify and resolve network issues

• Deliver more personalized, insight-driven services

This positioning aligns closely with broader industry trends, where AI is increasingly shaping service delivery and customer engagement in broadband and networking.

A Track Record of Scaling Marketing Engines

Stone’s resume reads like a tour through some of the most influential names in networking and data infrastructure.

Before Cisco, she was Chief Marketing Officer at Meraki, where she:

• Doubled the global marketing team to 150 people

• Led a major rebrand and messaging overhaul

• Grew marketing-sourced pipeline contribution to 35%

Earlier, as VP of Marketing at LiveRamp, she helped scale the company from $20 million to more than $300 million in revenue in just four years, leading a combined marketing and sales organization of 70 people.

Her earlier roles at DataSift and Calix further cemented her familiarity with service provider dynamics, data platforms, and growth-stage technology companies.

Marketing as a Growth Lever in an AI Era

For Plume, Stone’s appointment underscores a broader shift: marketing is no longer just about awareness—it’s a strategic growth lever in an AI-driven market.

“I’ve spent my career focused on building innovative marketing teams that accelerate growth and drive customer success,” Stone said. “There’s nothing more valuable than hearing from your customers, learning from them, and turning those insights into action that propels their success.”

Her focus on customer empathy and insight-driven storytelling fits Plume’s ambition to engage ISPs more deeply and consistently across channels, especially as the company enters what it describes as its “next chapter”: one unified platform, stronger customer experience, and greater value extracted from data and AI.

The Bigger Picture

As broadband markets mature, differentiation is shifting away from speed claims and toward experience, intelligence, and operational efficiency. Vendors that can clearly articulate how AI and analytics translate into revenue growth and customer loyalty will have the edge.

By bringing in a marketing leader who has operated at scale across Cisco, Meraki, and LiveRamp, Plume is betting that clear messaging and disciplined go-to-market execution can be as decisive as technical innovation.

For ISPs navigating an increasingly complex and AI-shaped landscape, that clarity may be exactly what resonates.

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