The structure of Telstra's Sensis division has undergone a significant organisational overhaul shedding just under 200 staff.
In an internal memo obtained exclusively by Digital Media, Telstra GMD Media Services and Sensis CEO Bruce Akhurst revealed that the re-structure was devised "to protect and grow our core local search business, continue to develop our digital marketing assets, and to create growth by taking our capabilities into new markets."
The crux of the "tightly focused" new organization, Akhurst said, is to "win the local search market."
As part of the restructure the new role of General Manager - Digital Development, has been created reporting to COO Carol Johnson. The new role will be responsible for developing new products for the online and mobiles platforms. The new Digital Development team will be responsible for all aspects of product development from customer needs identification, concept development, funding approvals, testing, and preparing products for launch. The role which is yet to be filled will be led by Cheryl Vize in the interim as the executive search continues.
Sensis' high profile GM of mobiles and strategic marketing Amanda Brook, resigned from the organisation a day before the internal announcement was made. A spokesperson for Sensis said that Brook's departure was not related to the organisational restructure, however her roles will be subsumed into the new digital development area. Brook, a five year veteran of the company has not revealed her next move.
The re-org features a consolidation and integration of a wide range of functions and roles with significant staff loss concentrated in the areas of marketing, support roles and IT. Most of the job cuts have affected Melbourne based Sensis staff. A spokesperson added that "we've conducted a review of our corporate operations and really looked at the way we're set up. It's never a good time for job losses, but we do have to make sure we focus on the right resources."
In a bid to bolster its digital advertising assets and capabilities, Akhurst announced that the digital marketing services (DMS) area, which currently includes MediaSmart and AdStream, will now include Location Publishing, and Voice Solutions. The division will continue to be led by Thomas Arthur as General Manager DMS, while Chris Smith will lead Location Publishing and Carl Rigoni will continue to lead Voice Solutions both reporting to Thomas. In key changes, the strategic marketing and Yellow Pages and White Pages marketing teams will be consolidated into one team, led by Michelle Sherwood. Gary Birmingham, Angela Buckley and Geoff Hoffman will continue in their roles as National Sales Directors for Yellow Pages, and Melissa Reynolds, will continue as National Sales Director, White Pages.
Akhusrt added that China would remain a core emerging focus with Robert Rath continuing to be responsible for managing existing businesses in China and expanding Sensis¹ core advertising capabilities into new markets.
