Telstra axes CMO role and decentralises marketing in restructure

Pollard’s departure is part of a move to decentralise marketing in order to provide the company’s different business units with more power over marketing activity.

The axing of the CMO role is part of a range of sweeping changes unveiled in its new T22 strategy which aims to simplify the company’s products and services.

Andrew Penn, chief executive officer, Telstra, said the changes aim to “ensure we continue to deliver market-leading innovation in networks and support the build out of 5G and Internet of Things.”

“Ultimately the simplified and streamlined structure will remove duplication, hierarchy and silos across the organisation. It will help us improve the service that we provide to our customers, the efficiency of the business and our competitiveness, as well as increase our productivity and reduce costs,” said Penn.

Among the changes, Telstra announced a new Product & Technology division to “deliver innovative and simple product experiences that lead the market and drive profitable growth”.

Telstra also announced the departure of chief financial officer Warwick Bray, head of innovation Stephen Elop, and corporate counsel Will Irving.

The changes come one month after the telco revealed it would axe 8,000 jobs across the company. At the time it said one in four would be executive and middle management roles.

The restructure is the latest in a string of restructures for the telecommunications giant which continues to redefine its focus as a broader technology and innovation brand in the face of increased competition.

Telstra also announced a number of new hires including former chief executive officer and managing director of broadcaster SBS Michael Ebeid who joins to run the Enterprise team.