The telecom giant AT&T is reported to have made some big shifts in its top management recently. It recently promoted Lori Lee to the position of CMO. Lee is soon to replace Cathy Couglin, a 35-year old AT&T veteran who had been handling the top marketing position for the past eight years.

As reported by Ad Age, Lee, who previously served as the company’s EVP working in its Home Solutions Division, is anticipated to boost the company with the required motivation and fire while the company prepares to push itself into new markets through its latest acquisition of Nextel Mexico and as it readies itself to close on its DirecTV acquisition.

Ad Age’s Data Center said in 2012 that AT&T spent the most on ads, totaling $1.56 billion in measured media–more than Verizon, Chevrolet, McDonald’s and Toyota.

While Lee will take over the current role of Coughlin, Coughlin herself will continue to be associated with AT&T serving as a consultant for Chairman and CEO Randall Stephenson. In 2013, FierceWireless named Coughlin one of the industry’s most influential women owing to her role as an advocate for attracting women increasingly into careers related to engineering, science, technology, and math.

David Christopher will remain CMO of AT&T Mobility. Christopher recently shared his views with FierceWireless about competition in the U.S. wireless industry as well as the company’s focus on the connected car, the connected home and growing its M2M business.

AT&T isn’t the only telecom company reorganizing its top marketing job. Sprint was also reported to announce last November that CMO Jeff Hallock was leaving the company at the end of the first quarter in 2015, although the company has not yet announced as to who will be replacing him in that role. Even Verizon, for that matter, named Diego Scotti last October as the one who would be taking over a newly created position of EVP and CMO for Verizon Communications.