Vodafone scraps CMO role in structure overhaul

Vodafone has scrapped the role of chief marketing officer and setup a new commercial business unit to lead on marketing as part of a wider overhaul of its organisational structure.

The “group commercial” unit will include group marketing, business services, global enterprise and partner markets.

It will be led by the telecommunications company’s head of Africa and Central Europe Morten Lundal, who will take the title of group chief commercial officer.

A spokeswoman for Vodafone says that the role of chief marketing officer will cease to exist from 1 October.

She adds that an “alternative” role is currently being sought for current CMO, Wendy Becker who will stay in the meantime to support the company’s work on customer experience and engagement.

The group has also created two new “operating regions” – one for Europe and another for Africa, Middle East and Asia Pacific.

Michel Combes and Nick Read will head the respective divisions.

The group says the changes will help it focus on its “customer and commercial strength, leadership in data, brand advocacy, cost efficiency and shareholder returns” by “by reducing layers and simplifying managerial governance”.

A review of the structure of its marketing team earlier this year led to Vodafone axing about 10% of marketing staff.

The review followed the departure of brand director David Wheldon and director of customer insight Andy Moore.

Wheldon’s interim replacement Harit Nagpal, has since left to return to his native India.

The spokeswoman says that a replacement for Wheldon is still being sought but that the organisational restructure could alter the nature of the role.

The telecoms company recently reported a 1.1% rise in group revenues for the first quarter.

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here