Plume Expands Customer Experience Strategy with New Chief Customer and Marketing Officer

Plume Design has appointed Rebecca Stone to the newly created role of Chief Customer and Marketing Officer (CCMO), expanding her responsibilities beyond marketing to oversee Customer Success across the company’s global operations. The move reflects a growing trend among enterprise technology companies to align brand strategy, customer engagement, and post-sales experience as artificial intelligence reshapes customer expectations.

The company, which provides a subscriber experience platform for more than 450 ISPs across 58 countries, said the new leadership structure is intended to deliver a more integrated customer lifecycle—from initial brand engagement through long-term subscriber success.

As AI becomes increasingly embedded in broadband services, internet providers are under pressure to differentiate through customer experience rather than network speed alone. Plume’s decision to consolidate marketing and customer success under one executive highlights the industry’s broader shift toward lifecycle-focused engagement strategies.

Rebecca Stone joined Plume as Chief Marketing Officer in January 2026 after more than two decades leading enterprise marketing organizations. Before joining Plume, she served as Senior Vice President of Revenue Marketing and Customer Solutions Marketing at Cisco, where she managed strategy and operations for a networking portfolio valued at approximately $50 billion. Earlier, as Chief Marketing Officer at Meraki, she led a global marketing expansion, oversaw a company-wide rebranding initiative, and increased marketing-sourced pipeline contribution.

In her expanded position, Stone will oversee every stage of the customer journey, including brand positioning, customer engagement, retention, expansion, and customer success operations. The objective is to create closer alignment between Plume’s go-to-market strategy and the ongoing support provided to ISP customers.

According to Plume President and CEO Dan Herscovici, the increasing role of AI in broadband services has raised subscriber expectations, making customer experience a critical competitive factor for internet providers. He noted that ISPs face varying operational challenges depending on their markets, requiring technology partners capable of delivering flexible and personalized customer engagement strategies.

The appointment reflects a broader evolution in enterprise customer experience management, where organizations are increasingly breaking down traditional barriers between marketing, sales, and customer success. Rather than treating customer acquisition and retention as separate functions, companies are adopting unified operating models designed to improve customer lifetime value while reducing churn.

Research from Gartner indicates that organizations investing in customer experience initiatives consistently outperform competitors in customer retention and long-term revenue growth. Meanwhile, McKinsey & Company reports that companies delivering personalized customer experiences can generate revenue increases of 5% to 15% while improving marketing efficiency and customer loyalty.

For broadband providers, these trends are becoming particularly significant. According to Parks Associates, gigabit broadband penetration now exceeds 25% of U.S. households, intensifying competition among ISPs and making customer experience one of the primary differentiators beyond network performance and pricing.

Industry analysts increasingly view subscriber engagement platforms as strategic infrastructure rather than customer support tools. These platforms leverage AI, network intelligence, automation, and behavioral data to help providers proactively identify service issues, personalize subscriber experiences, and improve overall customer satisfaction.

Stone’s appointment is also part of a wider leadership expansion at Plume. The company recently named Peter Wulfraat as Chief Revenue Officer, strengthening its executive team as it continues expanding relationships with ISPs worldwide. Together, the appointments signal Plume’s focus on integrating commercial growth with customer success as broadband operators invest in AI-powered service delivery.

The leadership changes follow several milestones for the company in 2026. Plume received three Gold Stevie Awards for Technology Excellence, recognizing both CEO Dan Herscovici and the Plume Platform for innovation in communications technology and AI. The company also earned a place among the Top 100 Global Most Loved Workplaces, reflecting continued investment in organizational culture alongside product development.

Supporting its customer experience strategy, Plume recently collaborated with Parks Associates on a white paper examining how ISPs can improve subscriber retention and reduce churn through AI-driven, lifecycle-focused engagement. The company also released new guidance exploring how current Wi-Fi 7 deployments can deliver performance levels associated with future Wi-Fi 8 capabilities.

As AI continues transforming broadband services, the relationship between technology vendors and service providers is becoming increasingly strategic. Companies that can unify marketing, customer success, analytics, and lifecycle management are expected to play a larger role in helping ISPs compete in a market where customer experience is emerging as the primary driver of long-term growth.

Top Insights

• Plume has created a new Chief Customer and Marketing Officer role, combining marketing and customer success to deliver a unified customer lifecycle strategy for global ISPs.
• Rebecca Stone brings enterprise leadership experience from Cisco and Meraki, strengthening Plume’s focus on customer engagement, retention, and AI-driven growth.
• Growing broadband competition is shifting ISP investment toward customer experience platforms that improve subscriber retention, reduce churn, and personalize services.
• Research from Gartner, McKinsey, and Parks Associates highlights customer experience as a critical competitive differentiator as AI reshapes broadband service delivery.

Plume Expands Customer Experience Strategy with New Chief Customer and Marketing Officer as the subscriber experience platform strengthens its leadership team to help internet service providers (ISPs) improve customer retention, accelerate AI-driven service delivery, and unify marketing with customer success under a single executive.

Plume Design has appointed Rebecca Stone to the newly created role of Chief Customer and Marketing Officer (CCMO), expanding her responsibilities beyond marketing to oversee Customer Success across the company’s global operations. The move reflects a growing trend among enterprise technology companies to align brand strategy, customer engagement, and post-sales experience as artificial intelligence reshapes customer expectations.

The company, which provides a subscriber experience platform for more than 450 ISPs across 58 countries, said the new leadership structure is intended to deliver a more integrated customer lifecycle—from initial brand engagement through long-term subscriber success.

As AI becomes increasingly embedded in broadband services, internet providers are under pressure to differentiate through customer experience rather than network speed alone. Plume’s decision to consolidate marketing and customer success under one executive highlights the industry’s broader shift toward lifecycle-focused engagement strategies.

Rebecca Stone joined Plume as Chief Marketing Officer in January 2026 after more than two decades leading enterprise marketing organizations. Before joining Plume, she served as Senior Vice President of Revenue Marketing and Customer Solutions Marketing at Cisco, where she managed strategy and operations for a networking portfolio valued at approximately $50 billion. Earlier, as Chief Marketing Officer at Meraki, she led a global marketing expansion, oversaw a company-wide rebranding initiative, and increased marketing-sourced pipeline contribution.

In her expanded position, Stone will oversee every stage of the customer journey, including brand positioning, customer engagement, retention, expansion, and customer success operations. The objective is to create closer alignment between Plume’s go-to-market strategy and the ongoing support provided to ISP customers.

According to Plume President and CEO Dan Herscovici, the increasing role of AI in broadband services has raised subscriber expectations, making customer experience a critical competitive factor for internet providers. He noted that ISPs face varying operational challenges depending on their markets, requiring technology partners capable of delivering flexible and personalized customer engagement strategies.

The appointment reflects a broader evolution in enterprise customer experience management, where organizations are increasingly breaking down traditional barriers between marketing, sales, and customer success. Rather than treating customer acquisition and retention as separate functions, companies are adopting unified operating models designed to improve customer lifetime value while reducing churn.

Research from Gartner indicates that organizations investing in customer experience initiatives consistently outperform competitors in customer retention and long-term revenue growth. Meanwhile, McKinsey & Company reports that companies delivering personalized customer experiences can generate revenue increases of 5% to 15% while improving marketing efficiency and customer loyalty.

For broadband providers, these trends are becoming particularly significant. According to Parks Associates, gigabit broadband penetration now exceeds 25% of U.S. households, intensifying competition among ISPs and making customer experience one of the primary differentiators beyond network performance and pricing.

Industry analysts increasingly view subscriber engagement platforms as strategic infrastructure rather than customer support tools. These platforms leverage AI, network intelligence, automation, and behavioral data to help providers proactively identify service issues, personalize subscriber experiences, and improve overall customer satisfaction.

Stone’s appointment is also part of a wider leadership expansion at Plume. The company recently named Peter Wulfraat as Chief Revenue Officer, strengthening its executive team as it continues expanding relationships with ISPs worldwide. Together, the appointments signal Plume’s focus on integrating commercial growth with customer success as broadband operators invest in AI-powered service delivery.

The leadership changes follow several milestones for the company in 2026. Plume received three Gold Stevie Awards for Technology Excellence, recognizing both CEO Dan Herscovici and the Plume Platform for innovation in communications technology and AI. The company also earned a place among the Top 100 Global Most Loved Workplaces, reflecting continued investment in organizational culture alongside product development.

Supporting its customer experience strategy, Plume recently collaborated with Parks Associates on a white paper examining how ISPs can improve subscriber retention and reduce churn through AI-driven, lifecycle-focused engagement. The company also released new guidance exploring how current Wi-Fi 7 deployments can deliver performance levels associated with future Wi-Fi 8 capabilities.

As AI continues transforming broadband services, the relationship between technology vendors and service providers is becoming increasingly strategic. Companies that can unify marketing, customer success, analytics, and lifecycle management are expected to play a larger role in helping ISPs compete in a market where customer experience is emerging as the primary driver of long-term growth.

Top Insights

• Plume has created a new Chief Customer and Marketing Officer role, combining marketing and customer success to deliver a unified customer lifecycle strategy for global ISPs.
• Rebecca Stone brings enterprise leadership experience from Cisco and Meraki, strengthening Plume’s focus on customer engagement, retention, and AI-driven growth.
• Growing broadband competition is shifting ISP investment toward customer experience platforms that improve subscriber retention, reduce churn, and personalize services.
• Research from Gartner, McKinsey, and Parks Associates highlights customer experience as a critical competitive differentiator as AI reshapes broadband service delivery.

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