Yahoo splitting marketing unit into two groups

Yahoo is planning to shake up its global marketing unit by splitting it into two teams, one for regional marketing and the other for corporate, AllThingsD.com reported.

Yahoo is planning to shake up its global marketing unit by splitting it into two teams, one for regional marketing and the other for corporate, AllThingsD.com reported. Media sources reported the news today via a leaked internal memo from Yahoo EVP and CMO Elisa Steele.

According to the memo, the plan focuses on decentralizing the current global marketing team:

I believe we now need to bring marketing decisions, marketing talent, and marketing budgets closer to the customer - and into the regions that depend on these critical plans. We need to further link our marketing strategies to revenue growth, sales objectives, and overall accountability. Therefore, I want to put the marketing programs and tools we've developed right with the sales and audience teams responsible for the business outcomes.

It is with this in mind that I recommended a marketing reorganization plan to align to these objectives, accelerate decision-making, and simplify roles. The plan centers on decentralizing the current global team into two types of specific teams:

1. Regional Marketing: Our regional marketing teams will move to report directly to the regional leaders in Americas, EMEA, and APAC.
2. Corporate Marketing: Our strategic brand, communications, and marketing services teams will remain centralized and report into HQ.

Further information on the reorganization will be available next week. Steele pointed out in her memo that she will address further questions about the changes on Monday during a meeting with the marketing leadership team.   

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