Changes to UK Royal Mail’s Marketing structure

Royal Mail’s Marketing Director Paul Rich is introducing a new structure, to align his team more closely with the company’s sales force. The move is to enable more effective and customer-driven development of products and services as the company’s marketplaces become increasingly competitive.

The review of Royal Mail’s marketing structure has led to five new areas covering products, sectors, brand, commercial policy plus pricing and value added solutions. A director for each area will report directly to Rich.

The new team will be responsible for all Royal Mail branded products and services, including special stamps and philatelic products, international services and logistics where marketing was previously carried out within separate business units.

Paul Rich said: “The new roles provide a renewed focus for us and bring all Royal Mail branded products and services under one marketing roof. This will give us a far more cohesive, integrated and customer-focused approach. This is all part of competing effectively by making sure that we are developing and selling products and services that precisely match our customers’ needs and offer best value in our marketplaces.”

Appointments to Rich’s direct report roles are likely to be made this month with the full new structure in place by the end of the current financial year.

The review will reduce the number of marketing roles within Royal Mail by between 40 and 50% and is being carried out at the same time as a voluntary redundancy exercise for managers across the Royal Mail Group. There are currently 360 marketing roles in Royal Mail. The company is aiming to manage all job reductions through voluntary means.