BSkyB overhauls marketing structure

BSkyB has created seven director level brand roles to lead new units developing brand strategy, loyalty initiatives and insight as part of an overhaul of its marketing and sales operations the broadcaster hopes will better manage its expanding product portfolio.

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Responsibility for brand strategy will rest with a new brand management unit. Three directors will sit within the unit overseeing technology, TV channels and telecoms.

A trading unit will manage customer loyalty programmes and sales, while the strategic support unit will lead research and media strategy.

The changes are aimed at sharpening management focus across the company’s ever-expanding product and service offering.

BSkyB is trying to expand its customer base beyond pay-TV. It has launched a raft of new products and services such as Sky Go, Sky Anytime+ and Sky Multiroom in the past year, while marketing its broadband and Talk products heavily in a bid to achieve what CEO Jeremy Darroch has described as “broadly based growth”.

The changes follow group brand marketing director Robert Tansey’s move to lead its in-house creative agency Sky Creative last month.

Leadership team for sales and marketing group

Stephen Van Rooyen, managing director of sales and marketing will lead the group and oversee the three units with all unit directors reporting to him.

Brand management unit

Luke Bradley-Jones, currently at BBC WorldWide and credited with managing the international commercial launch of the iPlayer, joins as brand director for television products such as Sky Go and Sky Anytime+.

Lucian Smithers, currently director of brand strategy and communications, will become brand director for content products responsible for marketing its sports, movies and entertainment channels.

Lyssa McGowan takes up the new role of brand director for content products looking after marketing for Sky Broadband and Talk.

Trading unit

Hilary Perchard, currently director of product management and marketing, will become director of customer management responsible for loyalty and rewards programmes.

A director of sales is being recruited.

Strategic support services unit

Lucien Bowater will become director of strategy and insight responsible for research.

Andrew Mortimer remains in his role as director of brand and media.

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