Time Inc. Shuffles Sales Teams Again
30 positions eliminated as Brad Elders settles into CRO role.
Time Inc. announced another round of layoffs and changes to its sales team following a months-long effort to eliminate silos at the publisher in favor of cross-brand efforts in both sales and editorial.
In a memo shared yesterday, Brad Elders — recently named EVP and chief revenue officer — detailed the shifts and related leadership changes.
The new structure puts a stronger emphasis on data, as well as Snapchat and virtual reality. While not detailed in the memo, people close to the situation have confirmed that around 30 positions — or 7.5 percent of sales — were eliminated from the team as the result.
Karen Kovacs and Greg Schumann were appointed to the newly-created position of group president of sales. In this role, Kovacs and Schumann will oversee category, digital, and brand revenues.
Kovacs will oversee Food/Beverage, Beauty, Entertainment and Fashion/Retail on the category sales side. She will oversee Entertainment, Style, Multicultural, Fashion and Lifestyle on the brand sales side. Andrew Reedman will lead digital revenues for this portfolio, reporting to Kovacs.
Schumann will oversee Auto, Financial Services, Government/Industry, Home, Pharmaceutical, Tech/Telecomm and Travel on the category sales side. He will oversee Sports, News, Financial and Luxury on the brand sales side. Thu Phan Rodrieguez will lead digital revenues for this portfolio, reporting to Schumann.
“We see encouraging signs that our go-to-market sales approach is working, so we are making some enhancements to the structure that will enable us to operate even more effectively, efficiently and collaboratively with better balance between category and brand focus and greater clarity of roles and responsibilities,” Elders wrote in the memo — his first major announcement since he replaced Mark Ford on January 9, from his prior role as president of digital sales and marketing.
Marketing is now unified under Susan Parkes in her new role as SVP of advertising and brand marketing. Previously, ad marketing and brand marketing were run separately.
Corporate communications and public relations are now unified under Greg Giangrande, chief communications and HR officer. As the result, brand PR is now under Giangrande, from its previous place under Parkes.
Advertising strategy is led by Nikki Lugo, reporting to Elders.
In addition, Elders announced the plan to build out a “market-leading services organization” to cover account management, ad ops, and programmatic. Leadership for these roles hasn’t been announced.
Time Inc. will also expand its Centers of Excellence (COEs), which support sales in all categories. Judith Hammerman will continue to lead the commercialization of data projects. New hire Andrew Snyder will lead sales for video, VR, and Snapchat.