Restructuring at O2 sees it reducing its marketing team by 10 percent

The merging of several divisions at mobile and broadband provider O2 is set to see its 235 strong team cut by around 10 percent as it streamlines the structure of its commercial marketing.

The home broadband and mobile broadband that currently cover Be Broadband and O2 broadband will be brought together by the network operator, although the Be branding will be kept separate by O2 due to its popularity.

Product marketing will be brought into the broadband, SME, Corporate and consumer mobile teams by the mobile network operator. The creation of a new customer service team that will ‘deliver brilliant O2 experiences’ is currently being planned and a new division head will be required by O2.

Existing staff within O2 will be filling the key roles, with the head of the broadband division to be Felix Geyr, Shadi Halliwell as the head of brand activity, Simon Groves as the head of strategy planning and Simon Devonshire as head of SME marketing.

The marketing director at O2, Sally Cowdry advised ‘O2 is winning in the market place today but it is a challenging market. Change is the only constant and we need to evolve. This year we have moved into a multi-product offering and the changes we are making are to align ourselves to that.’

For its mobile phone area the pay-as-you-go and mobile contract teams will be merged into one division in the restructuring and rather than look at the type of mobile packages customer buy the focus of marketing activity will be on specific segments of its customer base.

November is the date that has been set for the completion of the restructure and consultation process and Cowdry advised that affected staff would be able to apply for many of the new roles that will be created.

Source – Marketing Magazine