Telstra is centralising its marketing functions under the leadership of chief marketing officer Mark Buckman.
The move means that staff in the customer facing business units - Telstra Enterprise & Government, Telstra Business, Telstra Consumer & Country Wide - will now fall under the chief marketing office, led by Buckman.
Buckman's office sits in a business unit known as Telstra Innovation, Products & Marketing, which is led by Kate McKenzie, group managing director of Telstra Innovations, Products & Marketing.
The changes following months of industry speculation about Telstra's marketing set up, which has seen recent changes to its agency roster.
In a briefing to staff obtained by AdNews, Buckman said: “I’m excited as we transition from being the largest marketer in Australia to become the best marketer in Australia. In marketing terms, the opportunity doesn’t get much better than this.”
The marketing shake-up is part of wider changes at Telstra, announced by chief executive officer David Thodey, which are intended to sharpen the company’s focus on customers and position the telco for big changes such as the National Broadband Network.
Thodey said: “These appointments and initiatives are consistent with our long-term strategy to improve service, win customers, simplify processes and build new growth businesses.“
They create a single retail sales and service team designed to free-up customer-facing teams to focus on their primary role of serving and winning customers, and capitalise on the opportunity to grow new revenue streams.”
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