Since arriving at the company in September 2013, Kapner, who prior to joining T-Mobile worked for a decade at Microsoft, has played a key role in helping craft and execute the Un-carrier brand movement.
Her work has been a crucial component of T-Mobile’s gains in market share and customers. The company posted, by far, the highest growth rate for new phone activations among customers transferring from a competitor at 42%, according to Consumer Intelligence Research Partners.
In more than two years with T-Mobile, she has become part of the company’s senior leadership and built a 46-person team responsible for all aspects of corporate comms. Kapner and her team have also roughly doubled media coverage of T-Mobile.
Kapner, who keeps up with the company’s bold CEO, John Legere, and has helped shape T-Mobile’s narrative and kept storytelling fresh with a mix of tactics that consistently win news cycles and change behavior among target audiences.
