AT&T’s prepaid brand Cricket Wireless welcomed industry veteran John Dwyer as its new president Wednesday.

Dwyer will replace departing head Jennifer Van Buskirk, who was recently appointed President of AT&T’s Northeast Region. Dwyer will oversee both Cricket’s everyday operations and long-term strategy, AT&T said in a press release.

“John brings a wealth of experience and an unrelenting focus on customer satisfaction to everything he does, and we’re excited to have him join the Cricket brand,” AT&T president and CEO Glenn Lurie said.

Dwyer previously worked to improve the customer experience at AT&T Mobile and Business Solutions and also held customer-focused roles at Cingular Wireless and Pacific Bell Mobile Services.     

The shift comes as Cricket has moved to retain fickle prepaid customers and capture the attention of a new millennial audience with the implementation of a new customer rewards program and a spot as sole advertiser on the launch of Turner’s new ad platform. 

In a statement, Dwyer said he is looking forward to leading “the next chapter of Cricket’s evolution, expansion and growth” and is hoping to “capture even more share of the market for AT&T.”