Joe Pollard departs Telstra, with CMO role to be split across business units
Telstra has announced a management shake up which sees marketing boss Joe Pollard leave the telco and former SBS boss Michael Ebeid join as head of enterprise.
Pollard joined Telstra in November 2014. In November 2015, Pollard was promoted to CMO which saw her lead all of Telstra’s media and marketing functions.
Telstra will not be replacing Pollard as marketing will be decentralised to the company’s business units with the CMO role to be dropped from the senior management roster.
A Telstra spokesperson told Mumbrella: “In the new structure and operating model, changes are being made to bring functions closer together to enable speed and agility in how we bring products and propositions to market.
“Marketing will work in a more integrated way with teams who develop propositions or solutions for our customers.”
Pollard is one of the Australian communications industry’s best known executives. Her previous roles have included running creative agency Publicis Mojo in Sydney and CEO of NineMSN. She is also a former global director of media, digital and content for Nike.
She will leave Telstra at the end of August with executive director of retail marketing and ex-BMF CEO Jeremy Nicholas stepping in as acting head of marketing until the changes come into effect on 1 October.
Also departing in the reshuffle are controversial head of innovation Stephen Elop, corporate counsel Will Irving and CFO Warwick Bray. Telstra has also dropped the CMO role from its senior management team.
“I would like to recognise the significant contributions Warwick, Will, Stephen and Joe have made to Telstra and thank them for their dedication to Telstra collectively over the years,” said Telstra CEO Andy Penn.
Ebeid, who announced his departure from SBS earlier this month, will run the enterprise team servicing the telco’s business and government customers with market-leading solutions and services. He will start at Telstra on 8 October. Joining Ebeid will be Nikos Katinakis as head of Networks & IT along with a yet to be named boss of Product and Technology.
“I am excited to be announcing three significant external hires today. Both Michael Ebeid and Nikos Katinakis bring with them significant experience across a range of industries, including telecommunications, and will be instrumental in Telstra’s transformation. We will announce the identity of our new head of Product and Technology shortly,” Penn said.
Prior to joining SBS in June 2011, Ebeid was executive director of corporate strategy and marketing at the ABC for three years, before that he spent a decade as Optus Communications’ commercial operations director.
The restructure announced by Penn today is likely to affect the telco’s creative and media rosters which currently include The Monkeys, Clemenger BBDO Melbourne, DDB Melbourne, Havas, CHE Proximity, JAM Studios and OMD.
In his announcement, Penn said the reshuffle is part of a simplification of the struggling business. “Ultimately the simplified and streamlined structure will remove duplication, hierarchy and silos across the organisation,” he said.
“It will help us improve the service that we provide to our customers, the efficiency of the business and our competitiveness, as well as increase our productivity and reduce costs.”
Telstra’s most recent campaign was The Monkey’s magic ad which promoted the telco’s Apple products.
In recent times, Pollard was prominent in promoting Telstra’s sports streaming deals as the telco battles rival Optus for subscribers.
The announcement:
New organisational structure and leadership team for Telstra
Telstra today announced a new topline organisational structure and leadership team.
CEO Andrew Penn said the changes, effective from 1 October 2018, were an important step in delivering its Telstra 2022 (T22) strategy.
“Last month I announced the T22 strategy to the market and today I am making further announcements on Telstra’s structure and leadership to ensure we deliver rapidly and effectively on all of the commitments we made to our customers, the market and our team,” said Mr Penn.
“At the heart of these changes is the simplification of our products and services built on new technology. By mid-next year we will have fully rolled out our market leading products and services. To help deliver these changes, we are announcing a new end-to-end products and technology division of Telstra. It means we will significantly increase our technical capabilities around product development and management.
“The changes I am announcing today will ensure we continue to deliver market leading innovation in networks and support the build out of 5G and Internet of Things.
“Ultimately the simplified and streamlined structure will remove duplication, hierarchy and silos across the organisation. It will help us improve the service that we provide to our customers, the efficiency of the business and our competitiveness, as well as increase our productivity and reduce costs,” said Mr Penn.
Telstra’s new structure and the Group Executive team:
- Product & Technology will drive an integrated product and technology roadmap for all of Telstra to deliver innovative and simple product experiences that lead the market and drive profitable growth. An external appointment has been made for this Group Executive role and the person will be announced shortly.
- Michael Ebeid joins Telstra to run the Enterprise team servicing Australian and international business and government customers with market-leading solutions and services. Michael will start at Telstra on 8 October.
- Vicki Brady will continue to lead Consumer & Small Business designing digitally-led propositions for customers, managing customer relationships with superior sales and services capabilities, to acquire new customers and grow Telstra’s base.
- Nikos Katinakis joins Telstra in mid-October to lead Networks & IT focused on extending the company’s network superiority and enabling digital experiences with world-leading technology execution.
- Brendon Riley will become the CEO of Telstra InfraCo which will efficiently leverage the InfraCo assets and drive growth in the Wholesale market, while creating future strategic optionality for these highly valuable assets.
- David Burns, currently with the Enterprise team, will lead Global Business Services (GBS) to bring together and radically simplify customer service operations and internal support services. GBS will drive a consistent approach to customer experience, efficiency and service levels. David’s appointment is effective today.
- Robyn Denholm will move to the role of Chief Financial Officer & Head of Strategy. She will support the CEO to drive the company’s overall strategy and deliver long term shareholder value growth.
- Alex Badenoch, Transformation & People will lead the T22 strategy transformation execution as well as drive the way the company works and operates, strengthening employee engagement. A Transformation Delivery Office has also been established to deliver an integrated and disciplined approach to implementation.
- Carmel Mulhern, Legal & Corporate Affairs will continue in her role engaging external stakeholders, including relationships with government and community. Carmel will also continue to hold the office of Group General Counsel and manage the internal provision of legal advice.“I am excited to be announcing three significant external hires today. Both Michael Ebeid and Nikos Katinakis bring with them significant experience across a range of industries, including telecommunications, and will be instrumental in Telstra’s transformation. We will announce the identity of our new head of Product and Technology shortly,” Mr Penn said.Michael has most recently been CEO and Managing Director of SBS where he has significantly evolved the public broadcaster’s portfolio and led a continuous focus on driving efficiencies and a high-performance culture. He also spent 10 years at Optus, which included being a senior executive in their Enterprise and Government division.Nikos has deep experience and expertise in telecommunications, networks and IT. He was most recently Executive Vice President Networks for Reliance Jio in India, where he was responsible for rolling out the first pan-India 4G LTE Network. Prior to leaving Jio, he led their Wireline/fixed consumer business, and before this held senior leadership positions at Canada’s Rogers Communications and Ericsson.
Telstra is also announcing four senior leaders will leave Telstra: Warwick Bray, Stephen Elop, Will Irving and Joe Pollard.
Warwick has been Chief Financial Officer since 2015. He previously led the Corporate Strategy group and mobiles business where he delivered industry leading growth, increasing Telstra’s mobile market share by 10 per cent, achieving double digit revenue growth and improving margin by over $1bn per annum. As CFO, he led the delivery of approximately $700m pa in core fixed cost reduction, introduction of a new capital management framework and driven insight into Telstra’s financial performance through nbn structural change. Warwick will leave Telstra on 30 September.
Stephen has been instrumental in guiding Telstra’s corporate strategy and building the company’s technology credentials since he joined in April 2016. He played a key role in bringing together the Chief Technology Office and Corporate Strategy groups to support the company’s shift from an incumbent telco. Stephen will be finishing in his full time executive capacity at Telstra on 31 July but will continue to maintain a close relationship with the business.
Will joined Telstra in 1997 and held a variety of legal roles prior to becoming Group General Counsel in 2005. Following the T3 Telstra privatization he was named the 2006 Australian Corporate Lawyer of the Year. He also played a key role in Telstra’s $11bn NBN deal in 2011, immediately after which he became the Group Managing Director for Telstra Business. From 2011 to 2016 he grew its market share and its NAS business very significantly. He was appointed as GE Telstra Wholesale in 2016 and has recently led the work developing Telstra InfraCo. Will’s last day at Telstra will be 30 September.
Joe joined Telstra in 2014 initially as Group Managing Director Marketing and Media before becoming Chief Marketing Officer and Group Executive Media the following year. She has been instrumental in evolving Telstra’s brand and the experience provided to customers including through the Brand 3.0 work. Joe has also been responsible for building Telstra’s extensive portfolio of digitally enabled media assets. Joe will leave Telstra on 30 August.
“I would like to recognise the significant contributions Warwick, Will, Stephen and Joe have made to Telstra and thank them for their dedication to Telstra collectively over the years,” said Mr Penn.
Mr Penn said T22 was a multi-year transformation program and teams would be impacted at different times and to varying degrees.
We are fundamentally re-engineering how Telstra operates, and our new organisational structure and operating model are designed to remove complexity and management layers, decrease the focus on hierarchical decision-making and increase the focus on empowered teams making decisions closer to the customer.”
“What happens when you take a dysfunctional government corporation, privatise it, and then allow it to pretty much do as it likes? The answer to that question is at the heart of what is no doubt keeping Telstra boss Andrew Penn awake at night”…
http://theluckygeneral.biz/201.....right-now/
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Joe Pollard was also non-executive director of AMP Bank when she joined Telstra in 2014.
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Great innings in that role. So who is in charge of marketing now that the CMO has departed?
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Hi Darwin Rules,
We asked Telstra that question as well and their reply is that marketing will be decentralised to the individual business units so the company will no longer have a central CMO. We have updated the story to reflect that.
Regards,
Paul Wallbank
News Editor
Andy Penn is like the Francesco Schettino of CEOs.
He must go or that ship will sink sink sink.
This strategy will not work, staff will be more miserable, which will impact customer satisfaction.
And it will result in fractured brand – which is not what you need.
Why do they not learn from previous slash and burns? A far smarter strategy would be to do slow and steady change to a well thought out goal, not this sort of carnage.
Bring back Sol.
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More creativity and art is what Telstra needs in their future and this should be led from the very top.
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If you decentralise marketing and set up separate teams to support each business unit, how does that avoid duplication or silos? Instead of one central buying and strategy function, you now have 5+ and we all know each team leader will immediately start hiring ‘their’ people (creating silos). Does not compute. PS It’s great news for agencies because there will now be five plus decision makers who will all want their own agency.
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Thanks Paul. Seems odd not to have centralised responsibility for the holistic Telstra brand. Each business unit making their own ads could create all sorts of confusion….
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Bad news for Accenture/TheMonkeys,
Good news for the rest of us who can’t stand the pseudo-poetry that has made every Telstra message sound like Dr. Seuss.
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So how exactly does removing the CMO role and decentralising marketing to Telstra’s individual (and numerous) business units equate to a “simplified and streamlined structure (that) remove(s) duplication, hierarchy and silos across the organisation”?
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No one there long enough to remember when they had the 7 segments…..lots and lots of duplication and brand guardians who had no skin in the game. More consultative roles! Terrible
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Extremely bad news for the twenty people that run the banner ad shop that is RGA Sydney.
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The work has had a bit of a 90’s/00’s feel at best. Having one person control all the work, in this instance, wasn’t a good thing.
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It means that procurement has just taken over marketing and advertising pitch management entirely. Groan.
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Sooooo….to simplify things and avoid duplication , Penn is moving from a single CMO to multiple Marketing heads for each silo/unit. Well that makes sense. Not.
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It’s a banner ad transformation shop now.
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Well lets face it, Penn is an accountant, not a marketer. That central marketing budget is now gone and BU’s now have to pay their own way out of their own reduced budgets. Agency relationships are now run entirely by bean counters, lowest common denominator stuff. Classic cost-out move by the head bean counter Penn.
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Yeah the MBM strategy – 7 segments, none made any sense, stupid names, hard to understand, never used by sales, BU’s organised around these inane segments – what a time to be alive.
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What a punchy PR piece from Telstra. Takes about as long to read as it takes the Telstra call-centre takes to answer.
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Hey Hmmmm, find your own Hmmmm. I had Hhmmm first 🙂
Why are there always so many comments when there is a Telstra move? Firstly, it happens all the time. Its a a revolving door, get used to it. Secondly, too many spiteful middle management types in there at Telstra with too much time on their hands, ready to make comments. Oh, that’s if their in the office at all – most are “working from home” – Enjoy!
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Right about now, I reckon Buckley and the Accenture Partners are thinking ‘are we going to regret this decision to buy an ad agency?’
Remember, Andy Penn’s T22 strategy is being directly informed by McKinsey.
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Telstra has a long history of changing agencies and having multiple agencies on their roster. It’s unlikely Telstra will leave the Monkeys, but it is likely some ‘silo’ heads will want their own agency.
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