O2 restructures marketing department

O2 has today (2 September) put its marketing department under consultation as part of a plan to refocus its strategy towards a more customer centric approach.

O2

The changes will see 10% of commercial marketing roles axed, with the process being led by O2 marketing director Sally Cowdry, who recently returned from maternity leave.

The restructure sees the creation of a new customer experience team; the centralisation of planning into the CRM team; the merging of its mobile broadband and home broadband teams; and the integration of its products and devices team.

Cowdry says the restructure is a reflection of the “evolution of our strategy” to move to “a more customer centric approach rather than product centric”.

She adds that it is also reflective of the company’s plan to become a “leading service brand”, with its portfolio of products and services including its recently launched pre-paid Visa cards under the banner of O2 Money, its B2B proposition O2 Media, its home bradband service and its mobile bradband offering.

Meanwhile in other staff changes, head of postpay Peter Rampling and head of prepay Alistair Johnston, both of whom shared Cowdry’s role while she was on leave, have moved into new positions.

Rampling will now become head of the consumer mobile team, while Johnston will move to its sales team as head of online.

Staff have been invited to apply for the new roles, while it is also offering voluntary redundancy packages.

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