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.

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