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Shopify restructures its marketing to merge with product division

Shopify axes CMO Jeff Weiser as part of marketing restructure

Shopify’s chief marketing officer Jeff Weiser has found himself a victim of a major restructuring of the e-commerce giant's marketing functions to bring it closer with the product division.

Citing a leaked internal memo penned by co-founder and chief executive Tobi Lütke, Canadian tech blog Betakit states that the changes were precipitated by a failure of the marketing department to hit targets in recent years.

In the email, Lütke wrote: “The rebooted marketing team will operate less like an agency and more like one company. At one point in the past, marketing and product were integrated and growth was planned into the product work from the build phase onwards. We need to get back there.”

It has since been confirmed that Weiser will depart by a Shopify spokesperson.

Shopify will now merge its marketing and product departments into a single entity headed by Craig Miller, current chief product officer at Shopify who also happens to have served as chief marketing officer between 2011 and 2018.

In tandem with these changes, Shopify will scatter individual marketing teams within the organisation, with chief operating officer Harley Finklestein placed in charge of brand and communications, creative, and Shopify Studios.

Other remnants of the marketing team will be led by Aaron Brown, vice-president of international, and Bruno Roldan, vice-president and general manager of product sourcing.

Shopify has invested heavily in marketing already this year, launching an ad campaign last month that promoted the independent businesses using the platform.

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