Absolute implements top-level restructure

Absolute Radio has restructured its senior management team and created a marketing director role.

Head of marketing Clare Baker has been promoted to the role of marketing director, and will be responsible for all marketing, events and audience research.

In addition, head of communication Cat Macdonald becomes communications director and will take on brand marketing and content duties in addition to responsibility for press and PR.

Macdonald’s appointment follows the departure of brand director Chris Lawson last month.

In addition to Baker and Macdonald, the new management will consist of content director Tony Moorey and technical director Paul Brown. It will be led by chief operating officer Clive Dickens.

Dickens says the changes reflect a “constantly evolving” brand and will help the station’s move towards becoming a “digital, music and entertainment brand with audio at its core”.

More than half of Absolute’s national audience listens via a digital platform compared with the industry average of 21.1%.

The station, which rebranded from Virgin Radio in September 2008, saw its national reach across all platforms drop 23.6% in its first few months. However, it posted a 7.1% increase in hours in the last quarterly Rajar report. The next Rajar results are due on February 4.