Plume has promoted Rebecca Stone to the newly created role of Chief Customer and Marketing Officer, consolidating responsibility for customer success and marketing under a single executive as the subscriber experience platform provider strengthens its support for internet service providers navigating an increasingly competitive broadband market.
Effective immediately, Stone will oversee Plume’s global Customer Success organization in addition to continuing as chief marketing officer, a position she assumed in January 2026. The expanded role is designed to unify the customer journey, spanning brand awareness, customer engagement, retention and long-term account growth across the company’s global ISP customer base.
The leadership move reflects Plume’s strategy of deepening customer relationships as broadband providers face rising subscriber expectations driven by artificial intelligence, increasingly competitive service offerings and growing pressure to differentiate through customer experience rather than network speed alone. By bringing customer success and marketing together, the company aims to better align its go-to-market strategy with post-sale execution and long-term customer outcomes.
“Our ISP partners succeed by keeping subscribers happy at a cost they can sustain, and that gets harder every year as AI raises the bar for what those subscribers expect,” said Dan Herscovici, president and CEO of Plume. “No two of our customers face the same challenge, so serving them well means simultaneously meeting very different needs across the world. That’s why we created this role. Rebecca has a rare gift for connecting brand, customer engagement and commercial results, and now she leads how we show up for customers at every stage, from the first time an operator hears about Plume to the experience their subscribers rely on years later.”
Stone brings more than two decades of experience leading enterprise technology marketing organizations. 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 the company’s $50 billion networking portfolio. Earlier, as chief marketing officer at Meraki, she expanded the global marketing organization to 150 employees, led a company-wide rebranding initiative and increased marketing-sourced pipeline contribution to 35%.
Stone said her expanded responsibilities build on Plume’s longstanding emphasis on customer engagement and product development shaped by ISP feedback.
“Customer centricity requires genuine depth of understanding of what your customer is asking for, what they need and how your product and team can meet those expectations,” Stone said. “When I joined Plume, I was immediately struck by how deeply this company listens to its ISP customers, and that starts at the top. Dan has built a culture where the customer’s voice shapes every decision, from the product roadmap to how we show up at every interaction. That customer-first mindset is what drew me to Plume, and it’s what makes this expanded role possible.”
Her appointment follows another recent leadership addition at Plume, which named Peter Wulfraat as chief revenue officer to help lead the company’s next phase of commercial expansion. Together, the appointments reinforce Plume’s focus on strengthening customer engagement while expanding its presence across global broadband markets.
The leadership changes come amid broader shifts in the broadband industry, where service providers are increasingly using managed services, AI-driven network optimization and personalized subscriber experiences to improve retention and reduce customer churn. As competitive differentiation moves beyond connectivity speeds, technology vendors are placing greater emphasis on helping ISPs deliver ongoing value throughout the customer lifecycle.
Elizabeth Parks, president and chief marketing officer of Parks Associates, said evolving market dynamics are increasing the strategic importance of customer experience.
“Parks Associates research shows that gigabit speeds now surpass 25% penetration in the United States; competition is fierce for broadband providers,” Parks said. “Customer experience is the incredibly impactful differentiator for ISPs, along with enabling bundles and managed control and reliability of the network. This new role reflects a shift to full support for service providers across the customer lifecycle and with a focus on retention and value.”
Stone’s appointment follows the release of a joint white paper from Plume and Parks Associates examining how broadband providers can improve subscriber retention and reduce churn through data-driven customer engagement strategies in the AI era. Plume also recently published research focused on how Wi-Fi 7 deployments can deliver capabilities associated with next-generation Wi-Fi performance.
Founded in 2016, Plume provides a hardware-agnostic software-as-a-service subscriber experience platform that integrates managed Wi-Fi, cybersecurity and customer care for internet service providers. The company says its platform manages approximately 600 million connected devices across 50 million homes on behalf of more than 450 ISPs operating in 58 countries, positioning it as a significant technology partner as broadband providers increasingly compete on subscriber experience alongside network performance.
