Royal Mail Group shakes up research structure (UK)
Royal Mail Group is dissolving its centralised research and insight function in favour of dedicated teams for each of its main brands: Royal Mail, Post Office and Parcelforce.
Crispin Beale, who led the Centre for Customer Insight & Competitor Intelligence as Director of Insight, Intelligence and Analysis, is to leave the company at the end of the month.
Sinead Jefferies will lead Royal Mail’s business intelligence team, with responsibility for research, insight, competitor and marketing intelligence.
A decision is still to be made on who will head up the Post Office research team, Beale said.
Dick Stead, Sales and Marketing Director for Parcelforce, will oversee research for that brand.
The restructure is not expected to lead to the scrapping of the 32-agency insight and analysis roster, which was appointed earlier this year to stand for a four-year period.
Beale said: “Different parts of the organisation have different research needs which need different skill sets, but all of those skill sets exist within the roster. I would envisage that the group will carry on working with that roster and won’t be needing to change it.”
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