De Castro exits Vocus following consumer and SMB restructure

Former CMO exits as the ASX-listed telco unites its ailing consumer and SMB businesses in order to drive operational efficiencies

Vocus GM of consumer and former NAB CMO, Sandra de Castro, has left the ASX-listed telco as part of a restructure to unite its consumer and SMB businesses.

The former marketing chief took up the GM of consumer reins in January after spending just one year with AGL, where she oversaw marketing, sales, consumer sales and loyalty teams and was tasked with spearheading digital transformation initiatives. Prior to this, she spent four years as the CMO of NAB, a role which also saw her leading the banking group’s customer value proposition transformation.

De Castro’s appointment at Vocus was part of a new-look management structure introduced earlier this year. However, the telco yesterday announced it was now restructuring in order to better realise operational efficiencies across its consumer and legacy Commander SMB businesses.

As part of the restructure, the two divisions are being brought under the leadership of Anthony de Jong, who joined Vocus last September to head up the Commander SMB business. In a statement, the company said several roles were being removed as a result, including de Castro’s, along with the head of finance.

“The consumer and Commander businesses within Vocus Group are distinct businesses servicing specialised customer segments. However, there are operational similarities that drive commercial logic in managing them together,” the company stated.

The statement also said a key focus for Vocus over recent months has been leadership renewal, “bringing in key executives where there were gaps”. This was another reason for removing several roles as part of the new structure.

In an AGM presentation in October, Vocus chairman, Bob Mansfield, said the group’s consumer segment continued to struggle in a competitive environment disrupted by the National Broadband Network (NBN). Vocus relaunched its consumer brand, Dodo, in August, one step in a comprehensive transformation plan that will also see the group aggressively digitise its consumer engagement and services support.

“While we maintained our market share of 7 per cent, significant work needs to be done to transition this business to a new digitally enabled, low-cost model,” Mansfield stated.

The performance of Commander, however, was clearly described as “very disappointing”. The division reported a 15 per cent revenue decline in FY18, resulting in an 11 per cent drop in underlying EBIDTA.

“The long-term sustainability of this business has been compromised by a lack of focus and investment,” Mansfield said. “Urgent remedial action is required to address the decline we are experiencing in this business.”

Alongside de Jong’s appointment recent arrival, Vocus CEO, Kevin Russell, highlighted  the elevation of Matt Wash to the executive role of chief customer officer, as another step in a new-look leadership team focused on turning the business’ fortunes around.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...

Martin Valovič

Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.

Joe Hawks

Data privacy 2021: What should be front and centre for the CMO right now

Read more

Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online

Joe Hawks

The new rules of Millennial marketing in 2021

Read more

In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...

Fred Lawrence

DoorDash launches in Australia

Read more

Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

Sign in