Shubhajit Sen, the Chief Marketing Officer (CMO) at Micromax has put down his papers, while his position will be replaced by existing Group Head (VAS and Sales) Shubhodip Pal, the phone manufacturer said in a statement. Sen had joined Micromax in February 2015 and headed Micromax brand’s marketing operations as CMO. Prior to Micromax, Sen worked with GlaxoSmithKline as the VP for Family Nutrition segment for 5 years and as EVP Marketing (India) for 19 years.

Sen’s resignation comes at a time when reports have suggested that Micromax would discontinue its YU line of smartphones. Reports have suggested that Micromax decided to terminate the brand as it saw “no differentiating factor” in YU that sets it apart from other product lines. The company also did not release any new smartphone model under the YU brand for the past 1 year. The company had even partnered with McAfee in March for loading anti-virus software on YU phones, although this seems doubtful now.

The  incoming CMO Shubhodip Pal, will now focus on “leading all marketing, VAS and online sales efforts for the company globally (including Micromax and YU business) while strengthening the overall brand communication,” the company added. Pal will also focus on procuring relevant business partnerships and strategic alliances. Note that Pal had earlier held the CMO post at Micromax between Oct 2012-Jan 2015 and then took over as COO of YU Televentures in February 2016. He also has over 20 years of total experience working with companies like ABM AMRO, HP, Samsung among others.