O2 has undergone a major restructure of its business and consumer divisions as it reaffirms its status as a services company beyond just mobile.
Sales and marketing will be brought together on O2’s business side in a move that will see business sales director Ben Dowd take SME marketing from marketing director Sally Cowdry.
Cowdry will now take on accountability for consumer profit and loss on top of her existing marketing responsibilties.
On the consumer side, sales and customer service will be joined under a yet to be appointed director of sales and services.
The new sales and service directorate will have three areas of accountability for the customer through telephone, online and retail.
Dowd will be the interim trading lead, while Cheryl Black, who is retiring in January, will focus on the online channel in addition to her existing customer service role. Richard Baylis, general manager of retail, and James Lambert, head of mass retail, will report into Dowd.
Dowd will lose responsibility for health, MVNOs and M2M – which will now come under customer director Tim Sefton’s remit in the new role of new business development director. However, MVNOs and M2M will stay under Dowd until Sefton has found heads for both units.
Meanwhile, Dowd and Black will manage the role of ‘sales and service director’ until a new permanent director is appointed.
SME head David Plumb has been appointed to the new role of general manager of enterprise. Head of SME marketing Simon Devonshire has been appointed as general manager for SME and LME. This area will focus on accounts with up to 2,000 people in an organisation. He will be responsible end-to-end for the SME/LME business: sales, marketing and P and L.
O2 Health chief Keith Nurcombe and his team will move directly to the new business team under Sefton with immediate effect.
An O2 spokesman said: ‘We are streamlining our management structure to create greater focus, accountability and efficiency so that we can invest more in the experience we deliver to our customers. We are doing this from a position of strength. Just like any large business, our structure evolves over time as business requirements change. The changes will ensure that the customer remains at the heart of our decision making.’