Restructuring by O2 to result in a cut in the market department by 10%
O2 is set to merge a number of divisions, which might see the marketing staff of 235 say goodbye to about 10% of its colleagues as they seek to streamline the structure of their marketing division.
O2 is also set to purchase Be Broadband and operate it in addition to O2, though the branding of Be Broadband will be kept as it is because of the high popularity of their brand.
The marketing of the products will be brought into the SME, broadband, consumer and corporate mobile teams by way of the mobile network operator. The creation of this customer service team, which will bring about ‘amazing O2 experiences’ will be created and O2 will be seeking a new division head.
The existing staff in O2 will be filling most of the main roles with Felix Geyr set to be the head of the broadband division, Shadi Halliwell to be brand activity’s head, head of strategy planning to be Simon Groves and SME marketing’s head to be Simon Devonshire.
Sally Cowdry, the marketing director, said that, though O2 is gaining in the broadband market, the market is still a challenging one. Change is one of the only few constants and they have to evolve, said Cowdry. Cowdry added that they have moved into offering multi – products and that the changes that they are making are such that they will align themselves to these multi – products.
As far as the mobile phone part is considered, the PAYG and contract marketing teams will be brought in as a single division during restructuring and, rather than focusing on the package that the customers purchase, the focus of marketing will be on particular segments of the market.
They have set November as the month for completing their restructuring and Cowdry said that the staff affected by the restructuring can apply for the newly created roles.
