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Telstra shake-up sees marketing power shift away from Amanda Johnston-Pell to Mark Collis

Telstra has announced a shakeup of its marketing team in a restructure that raises questions over the future role of executive director of brand & marketing communications Amanda Johnston-Pell who is currently on maternity leave with no date set for her return.  

The changes were announced in an internal memo today from chief marketing officer Kate McKenzie which was also released to the media. She told staff that a new Creativity, Innovation, Brand Strategy & Customer Experience team has been created. It will be led by Mark Collis, who joined the company as director of creativity and innovation in late April. Collis is a former award-winning creative director.

In her announcement, McKenzie told staff the purpose of the new team was to “drive a culture of innovation across the marketing, product and customer experience teams and contribute fresh ideas and approaches to the broader organisation.”

She said: “By separating this strategic function from our tactical marketing group, the team will be better placed to drive longer-term brand strategies. This team will be led by Mark Collis and carry on the great work that Amanda Johnston-Pell’s team has already started in the Brand space.”

When Mumbrella put to Telstra growing speculation that Johnston-Pell will not be returning to her current role, a spokesman said:

“Amanda is on maternity leave and enjoying time with her new baby. There is no confirmed date for her return at this point.”

Meanwhile, McKenzie also told staff that Chris Taylor, director of Telstra Media, who led the company’s video content push, is to leave the organisation to become CEO of “an Australian based international company”.

And she said that J-B Rousselot has been confirmed “the lead for Voice, Broadband and Media”, effectively making him the boss of its online division BigPond although it has now been reintegrated into the main organisation. He stepped into the role when BigPond chief Justin Milne departed.

McKenzie’s announcement:

Since the Chief Marketing Office (CMO) was established on 29 March this year I have consulted with many members of my team, the CEO and my CEOLT peers to see how the group can best help Telstra achieve its business objectives. I am pleased to share with you details on these important changes that are designed to simplify the way the group operates, improve our time to market and to serve our customers better.

Content – a leading differentiator

BigPond offers Australians the best collection of online and mobile content in Australia. T-Box, T-Hub, Next G mobiles or BigPond on your PC: our content line-up is what will set us apart in the market.

We are able to offer customers such compelling content because of the team’s strategic investments and carefully cultivated relationships with key content suppliers, built over many years.

I am pleased to announce that J-B Rousselot is confirmed as the lead for Voice, Broadband and Media. Craig Turner will continue as a member of J-B’s team and also bring his expertise to my SLT.

Chris Taylor will be leaving Telstra at the end of July to take on a CEO role at an Australian based international company and I thank him for his contribution to helping build up our enviable content range including an impressive catalogue of more than 1400 BigPond Movies and seven channels of content on BigPond TV.

Claire McFarland will now lead the Online and Mobile Media team. Claire has more than 15 years of experience in online and mobile content and a strong history of introducing innovative media in the ISP and telco space. Ben Kinealy will take on the role as Head of IPTV and brings more than 20 years of television experience to the role including leading the recent deals to deliver BigPond TV content to Samsung and LG televisions.

Innovating and winning in the market

With our improved value offerings gaining momentum in the market, the innovations, marketing and customer experience functions are being re-aligned to enable our people to think, create and execute campaigns more effectively.

A dedicated Creativity, Innovation, Brand Strategy & Customer Experience team is being established to create long-term brand strategies, drive a culture of innovation across the marketing, product and customer experience teams and contribute fresh ideas and approaches to the broader organisation. By separating this strategic function from our tactical marketing group, the team will be better placed to drive longer-term brand strategies.

This team will be led by Mark Collis and carry on the great work that Amanda Johnston-Pell’s team has already started in the Brand space.

Mark’s responsibilities will extend to Customer Experience to ensure our products continue to match the high expectations of our customers. This means the team currently reporting in to Klaus Kaasgaard will now report into Mark. Let me take this opportunity to acknowledge the great work of Klaus who is leaving Telstra after 15 months. In this time, Klaus has contributed his insight and expertise to the design of our products and been a valued contributor to projects such as the Telstra Experience Centre.

This change will also enable our advertising specialists to focus on bringing winning tactical executions to market to support our shared revenue objectives with our client groups. The Media, Promotions, Advertising and Events team (previously known as BMCG) will continue to be accountable for above and below the line communications for Telstra Consumer, Telstra Business and Telstra Enterprise & Government. The team will also be critical in executing the Brand strategy and be responsible for agency relationships and commercial arrangements. Chantal Walker will continue to lead this team in an acting capacity while Amanda Johnston-Pell is on maternity leave.

I am confident that these changes, and the others announced today, will equip us with the right tools and resources to execute better than our competitors in everything the CMO does, and best assist Telstra achieve its business objectives.

Kate McKenzie

Chief Marketing Officer

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