Vodafone restructure sees O'Brien and Devine's roles made redundant

Vodafone restructure sees O'Brien and Devine's roles made redundant

A major restructuring of Vodafone's consumer team has seen the director of consumer sales, Tom Devine, and retail director Terry O'Brien made redundant.

Meanwhile, Ian Haynes has parted company with Vodafone as head of PAYG. Haynes left last week and has been replaced by Al Russell.

Vodafone UK said the changes to its consumer business unit are aimed at simplifying its structure, and are also in response to its increased focus on indirect channel partners. The changes have been led by Vodafone UK's CEO, Guy Laurence.

Devine's role, which includes direct channels, online, telesales and indirect channels, will be split between Mike Durbridge and Nick Birtwistle. Durbridge currently runs online and telesales and will now manage all direct channels including retail. Birtwistle, who already manages indirect channels, will continue his role. Both sales directors will report to Vodafone's new consumer director, Srini Gopalan.    

Both Devine and O'Brien are expected to leave Vodafone shortly. In a statement Vodafone said: 'Tom Devine, the current sales director, will continue in his interim role managing planning & analysis and Terry O’Brien, the head of retail, will be remaining in the business to support the transition. 

Laurence said: 'We are making these changes to remove a level of management and to recognise the importance of our indirect partners.  I want to thank Terry O’Brien who has been a great head of retail for all his work over the years.’

In other moves Al Russell, who currently manages mobile internet services, will move to take over PAYG, following the departure of Ian Haynes, last week. All changes will take place with immediate effect.

A spokeswoman told Mobile: 'We have been looking at the consumer team for sometime and some things needed to happen. We are reducing layers.'

She added that the changes would create a flattter structure.

The move closely follows the appointment last month of former T-Mobile marketing chief Srini Gopalan as consumer director.

Gopalan replaced Ian Shepherd, who left Vodafone in February, after four years at the company.

Gopalan was chief marketing officer at T-Mobile for the last eight months. Prior to this, he was UK MD of Capital One, part of Capital One Group

Written by Mobile Today
Mobile Today


Terry will be a big loss to Vodafone - I have never known anyone as passionate about the brand as him. His contribution inspired many people current a ...
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