Domain restructures sales team with some jobs to go as it adopts a fully programmatic offering
Domain has made some significant changes to its sales operations, adopting a fully programmatic advertising offering and absorbing some sales duties into its majority shareholder, Fairfax.
The Australian – which is owned by Fairfax’s main rival, News Corp – is reporting between 24 and 26 jobs will go as a result of the restructure, however some of the job losses will be off set by the creation of new roles and potential redeployments, Domain said.
Domain will utilise the print sales teams at Fairfax
Nick Falloon, who is executive chairman of the business and currently undertaking the CEO duties while it continues its search for a new leader, said in a note to staff the new structure “will see Domain move to the forefront of an evolving digital advertising landscape and provide greater focus and capacity to grow our core property business”.
The restructure has three main components, the first of which is to “streamline digital media sales channels by adopting a fully programmatic advertising offering”.
Falloon said Domain already has a premium programmatic solution in place, but the fully-automated offering has been fast-tracked to keep pace with audience demand.
“This best positions Domain to meet future client needs and allows our advertisers to leverage rich data and insights,” the note to staff said.
In addition, Domain said it will expand is residential developer sales team by absorbing sales representation for Fairfax’s metropolitan mastheads The Sydney Morning Herald, The Age and The Australian Financial Review.
Domain will continue to run its media digital sales and Fairfax will take on non-real estate print sales for the Domain magazines, which are inserted into Fairfax publications.
“This is an efficient way for us to maintain strong sales representation in market for Domain magazines. As part of this, we will also explore potential arrangements for third-party outbound sales specialist The Spiel Group,” Falloon said.
Mumbrella understands real estate agent and developer sales for the print products will continue to be managed by Domain.
Falloon said the Domain team is still working through the detail of the news sales structure and developing transition plans.
“The decision to move to this new approach is the result of our strategy to constantly embrace innovation to service our customers and our unrelenting focus on driving business performance,” the note to staff concluded.
If it was possible to make the Fairfax-Domain snakes and ladders organisation structure more messy then Falloon has achieved it. He appears to have caught the Hywood disease (or just using the same consultants?)
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