With several successful retail and sales projects during her tenure at T-Mobile, Aleeta will help MCE advance its retail transformation proposition for mobile operators
MCE Systems, the pioneer of digital-first mobile device lifecycle management (dDLM), today announced the appointment of Aleeta Willcuts, former Vice President of Retail Experience & Strategy at T-Mobile U.S., to its board of advisors. With more than 20 years of experience leading retail sales and operations, Aleeta will help accelerate MCEโs combined retail and digital transformation proposition to mobile operators.
โI really believe in MCEโs advanced digital and retail transformation vision, one that will bring enormous value to carriers,โ says Aleeta Willcuts, MCEโs newest advisory board member. โWhat fascinated me most about MCE is the creative approach to common customer experience problems and how they apply their passion for technology and innovation to solve them.โ
MCEโs survey data indicates that although customers increasingly prefer app-driven interactions, retail continues to play a critical role in amplifying brand experience. NPS rises by five to 19 points when device-related matters are handled in-store. Yet while operators offer strong apps and retail propositions, the two arenโt always connected. Customers often visit stores unnecessarily or must restart journeys they began at home, undermining both experience and brand perception.
MCEโs dDLM platform helps mobile operators shift service interactions to digital, streamline in-store experiences and connect the app to retail to avoid duplication. This frees staff to focus on higher-value interactions, such as upsell. Deployed in thousands of stores, the dDLM platformโs technology has reduced onboarding times by 70 percent and moved 90 percent of trade-ins to app-led flows with minimal in-store handling. Aleeta will help build on this success, shaping retail transformation strategy and supporting U.S. carrier growth.
Throughout her career and 22 years at T-Mobile, Aleeta implemented impactful operational and strategic transformation across retail experience, emphasizing a customer-centric focus and continuity across 12,000 locations U.S.-wide. As retail strategy lead executive, she led the development and nationwide rollout of T-Mobileโs retail format strategy and blueprint, which included the modernized โexperience storeโ concept. Aleeta also revitalized national retail accounts โ a $1 billion revenue portfolio โ and reduced churn through strategic operational reform and fraud mitigation, delivering $18.8 million in combined savings.
Most notably, Aleeta played a pivotal role in the T-MobileโSprint merger, where she led the end-to-end integration of Sprintโs retail business into T-Mobileโs ecosystem. Her work resulted in a comprehensive strategy that harmonized operations across retail, dealer, national retail and digital channels โ an approach that continues to underpin T-Mobileโs post-merger retail transformation.
โAleetaโs achievements and acumen in retail transformation are truly invaluable to us,โ said Yuval Blumental, co-founder and CEO of MCE Systems. โHer experience will help boost our existing digital-first proposition and help us deliver a more connected, customer-centric experience for operators and their retail ecosystems.โ
About MCE
Since 2005, MCE has been pioneering software and technology solutions for mobile operators and their partners in the telco and device ecosystem helping accelerate digital transformation of device-related journeys. Our mission is simple: Mobilize better Customer Experiences. We turn device-related headaches into competitive advantages with our end-to-end digital-first Device Lifecycle Management platform (dDLM). This AI-led, omnichannel platform delivers game-changing experiences across all device-related customer journeys โ driving business velocity, margins, and NPS. MCE is a proven technology partner and highly acclaimed for its world-class products, innovation, and implementation through eleven straight gold awards โ most notably at The Stevie Awardsยฎ.
