Yahoo Streamlines Structure in Management Shakeup

  |  February 27, 2009   |  Comments

Changes include a new customer advocacy group to improve responsiveness to advertisers and consumers.

Six weeks into her tenure as Yahoo CEO, Carol Bartz has announced her first major move: A much-anticipated overhaul of the company's management structure, including the creation of a "customer advocacy group," to make the company more efficient and responsive to both advertisers and consumers.

"People here have impressed the hell out of me. They're smart, dedicated, passionate, driven, and really nice," she wrote in a post the company's blog. "But there's also plenty that has bogged this company down. For starters, you'd be amazed at how complicated some things are here."

The changes are designed to streamline operations and make Yahoo "faster on its feet," Bartz wrote.

Chief among the personnel changes is the creation of a chief marketing officer role, to be filled by Elisa Steele, previously SVP of corporate marketing at NetApp. She will begin on March 23rd.

The Tech and Product groups are being combined into a single entity called Products that will be responsible for "the vision, strategy and quality of every product we create," according to a spokesman in an e-mail message. That group will be led by Ari Baligh, newly appointed EVP of products and CTO, who will report directly to Bartz.

Yahoo has not yet identified someone to lead the new customer advocacy team, and exactly how it will function is still unclear. But the spokesman said it "will help us to better hear the voice of the customer across the company and incorporate what we hear into all our work throughout Yahoo."

The spokesman said the management changes would have no direct impact on Yahoo's ad sales team, but that "there's no question they will use information from the customer advocacy group to improve how they support our customers."

Also part of the reorganization is a renewed focus on mobile efforts and a Service Engineering & Operations team that will be charged with delivering technology services at scale.

The announcement comes on the heels of the news that CFO Blake Jorgensen is leaving the company. His responsibilities will reportedly be absorbed into Baligh's new role.

"We'll be able to make speedier decisions, the notorious silos are gone, and we have a renewed focus on the customer," Bartz said in her blog post. "For you using Yahoo every day, it will better enable us to deliver products that make you say, 'Wow."

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Sept 5 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Senior Director US Agency Ad Sales
      Senior Director US Agency Ad Sales (Expedia, Inc.) - ChicagoJob Title:  Senior Director US Agency Ad Sales   Position Overview: The Senior...
    • Senior Director US Agency Ad Sales
      Senior Director US Agency Ad Sales (Expedia, Inc.) - New YorkPosition Overview: The Senior Director US Agency Ad Sales is responsible for managing...
    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...