Orange in revamp for brighter future

Orange is completely overhauling its comms structure as it looks to regain ground lost since the 1990s when it was the iconic new kid on the telecoms block.

Orange's recent ad campaign
Orange's recent ad campaign

The mobile phone firm will expand its comms team from 30 to 35, with certain retail and customer service roles folded into internal and external comms. But some staff are
expected to lose their jobs as part of the shake-up.

The move comes as new (ex-Virgin Mobile) CEO Tom Alexander and board-level chief of staff and comms Steven Day seek to re-energise and streamline the business.

Comms director Stuart Jackson's team will be initia­lly expanded from 30 to about 45 with the arrival of former retail and customer service staff. Jackson then plans to cut ten jobs from the enlarged outfit, leaving 35 in the Orange  team.

Jackson will create four ‘business streams' under his management. They will cover ‘internal comms, brand and culture', ‘core comms consumer', ‘core comms business' and ‘CSR'.
On top of the new structure Orange wants to improve its digital output, an area whererival 02 is known to be a leader.

Two digital gurus are to be hired, working within the int­ernal and the external consumer teams respectively.

Earlier this month Alexander submitted an ambitious new business plan for Orange, removing reliance on Indian call-centres and creating 500 more ‘customer-facing' jobs as the company seeks to inc­rease visibility.

PR is to be a big driver of these changes as Alexander attempts to create the UK's ‘best-loved [mobile] communications business'.

Alexander was famous for building and selling Virgin Mobile during his seven years at the operation. Earlier this year he was tempted out of early retirement to take on the Orange challenge.

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