Sybase creates corporate comms VP position

DUBLIN, CA: Database management and mobile software company Sybase has hired Chimene Stewart as VP of corporate communications, a new position.

DUBLIN, CA: Database management and mobile software company Sybase has hired Chimene Stewart as VP of corporate communications, a new position.

She replaces senior director of corporate communications Leslie Morgan Nakajima, who left the company in June, to work as a consultant for corporate communications firm Silverstein Thomas Rice & Associates.

Marty Beard, SVP of corporate development and marketing, said he elevated the position to

"re-energize" the company's PR efforts.

"We see this as an important global function," he said, adding that Sybase learned the value of PR through its recent successful initiatives focused on its mobile technology.

"We want to reposition ourselves in the marketplace, and it's not so much about taking out advertisements, as it is about getting to the right communities with the right messages," he said.

Sybase will leverage PR to globally position its heritage in data management, and its more recent efforts in mobile technology. Sybase will also align the messaging around those two sectors, instead of keeping that messaging separate, which Beard said was key in building Sybase's overall story.

He praised Stewart's background as a perfect fit for the position, particularly her years overseeing product PR at Oracle.

Prior to joining Sybase, Stewart was an MD with Sparkpr, but only for three months. Before that short stint, she was VP of product and services PR with Oracle. And prior to Oracle, she was with Citigate Cunningham, Sybase's current agency.

Sybase renewed its relationship with Cunningham earlier this year, after conducting an agency search.

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