Oneplus axes marketing chief after chaotic year, iphone obsession

OnePlus has abruptly terminated the contract of Daniel González, its Spanish communications and marketing director, just 18 months into the role. The move, described internally as a “swift dismissal,” follows a period marked by questionable decisions, alleged favoritism, and a conspicuous lack of brand alignment – all contributing to a stagnant market share and a significant drain on marketing resources.

A youtube past, a marketing present gone wrong

González’s hiring, already raising eyebrows at the time due to his age (24) and background as a YouTuber primarily focused on Apple products, now appears to have been a costly miscalculation. Sources suggest the company handed him the reins of its Spanish marketing operations despite an existing 0% market share – a figure that has demonstrably worsened under his leadership. Hundreds of thousands of euros, according to reports, were allegedly squandered on lavish trips, outdoor activities, and sponsored content exclusively appearing in media outlets where González maintained personal relationships with editors.

But the most striking element of the saga is arguably González’s unwavering personal affinity for Apple. His social media presence is littered with images of iPhones – a particularly jarring display for the head of marketing of a company vying to capture market share from its arch-rival.

The Reality of Favortism: A Costly Affair The situation escalated as resources were routinely diverted to benefit González's inner circle. Press trips, intended to generate positive coverage and position products effectively, devolved into subsidized vacations for friends and contacts. The selection of media outlets seemingly prioritized personal connections over audience reach and journalistic credibility. One industry observer commented, “It felt more like a brand for friends than a serious tech company.”

The mismanagement wasn’t limited to media relations. Campaigns, which should have been data-driven, appeared to be dictated by personal preferences, favoring content creators and outlets aligned with González’s tastes. This resulted in an inconsistent and fragmented communication strategy, ignoring established media with significant reach and engagement.

González’s own social media posts offer a telling glimpse into his mindset. A recent post boasting about a OnePlus-sponsored trip to London with