Rogers Outlines New Company Plan With Emphasis On Customer Service

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This article originally appeared in MarketingMag.ca

Rogers Communications has appointed Dale Hooper its chief brand officer following the announced departures of John Boynton and Shelagh Stoneham earlier this week. The move is part of a wide-ranging shakeup of its executive suite.

Hooper was previously senior vice-president, marketing and insights for the company’s media unit.

This promotion comes as Guy Laurence, Rogers’ new president and CEO, announced the company’s “3.0? multi-year plan. Hooper will report directly to Laurence. “The plan I’ve laid out will significantly improve the experience for our customers and re-establish our growth by better leveraging our assets and consistently executing as One Rogers,” Laurence said in a release.

See Also: The Anatomy Of A Connected Consumer

The newly configured executive team (outlined below), includes a number of interim positions with ties to the company’s marketing and customer relations operations: Mike Adams has been made chief customer officer, while Frank Boulben (formerly the CMO at BlackBerry) is now the chief strategy officer.

Rob Bruce, who has been with Rogers since 2001 and served as its president since 2009, is set to leave the company at the end of 2014. Until that time, his role shifts to president of Rogers’ consumer business unit (as opposed to all of Rogers Communications).

• Consumer Business Unit: Rob Bruce, president
• Enterprise Business Unit: Larry Baldachin*, president
• Media Business Unit: Keith Pelley, president
• Customer Experience: Mike Adams*, chief customer officer
• Brand Management: Dale Hooper, chief brand officer
• Strategy, Wholesale & Development: Frank Boulben*, chief strategy officer
• Corporate Affairs: Phil Lind, EVP regulatory and vice chairman
• Legal: David Miller, chief legal officer and secretary
• Human Resources: Jim Reid, chief human resources officer
• Finance: Tony Staffieri, chief financial officer
• Information Technology: Linda Jojo, chief information officer
• Network: Bob Berner, chief technology officer
* – interim position

In a press release, Laurence said the new structure reflects feedback from the company’s customers and stakeholders. “We’ve neglected our customers, and we’ve let our legacy of growth and innovation slip. The plan I’ve laid out will significantly improve the experience for our customers and re-establish our growth by better leveraging our assets and consistently executing as One Rogers.”

Structurally, Rogers telecommunications business has been split into consumer and enterprise units while the media division (which owns Marketing and MarketingMag.ca) remains a single operating unit under its president Keith Pelley.

What are your thoughts? Was Rogers in need of a shakeup? Let us know on Twitter @LadderUpVan